Havas Group, the global communications business, and Universal Music Group, the music company, have joined forces to gather and analyse data on music fans.
The Global Music Data Alliance will pull together data through music, ticket and merchandising sales, streaming, social media, and airplay.
This will be layered with Havas’ behavioral data to drive information on the correlation among artists, music fans and brands for a "comprehensive view" of music consumption.
The alliance will allow advertisers to pick out which genres and artists appeal to their consumer bases. This will help develop a "broader relationship and more integrated partnerships with brands."
Lucian Grainge, chairman and chief executive at UMG, said: "Our commitment to artist development on a global scale has resulted in the industry’s best track record for identifying and breaking new stars. But our commitment to artists doesn’t end there.
"We want to continue to find new revenue and marketing opportunities for all of our artists around the world by leveraging our industry-leading big data tools and working with forward-thinking companies such as Havas to supercharge our efforts to realise previously untapped revenues from consumer brands and other new business partners."
Grainge and Yannick Bolloré, the chairman and chief executive at Havas, announced the alliance at the 2015 International CES.
Bolloré said: "Music transmits emotions, cultural symbols, and values like no other form of creative expression.
"By managing the most successful artists and largest music communities in the world, Universal Music Group is at the forefront of the industry and has already gathered unique consumer insights and databases to empower its labels, artists and fans.
"This first Global Music Data Alliance will allow our clients and other brands to further expand the common passion they share about music with fans and create more meaningful experiences for them."
This article first appeared on campaignlive.co.uk.