BMG has entered into a strategic partnership with the TUM School of Management as it looks to fast-track the implementation of artificial intelligence across the Berlin-based company’s marketing campaigns for artists. BMG said in its announcement on Tuesday (Jan. 30) that it sees generative AI as a way to help manage the complex array of digital assets needed to mount a modern-day global campaign — ranging from artwork, banners, social media content and other materials.
The TUM School of Management is part of Munich’s Technical University. Professor Dr Jochen Hartmann, founder of the school’s GenAI Lab and an authority on AI and machine learning, will work with BMG’s marketing and corporate development teams on the partnership’s first project, which he says “will be to demonstrate how generative AI can improve the creative efficiency and effectiveness of multi-modal marketing content.”
Johannes von Schwarzkopf, who was recently promoted to svp of corporate development at BMG with a remit to spearhead initiatives to accelerate growth in areas like GenAI, said integrating AI into music marketing is about “reimagining the creative process,” adding “AI offers us an unprecedented opportunity to change the way we market and experience music globally.”
BMG said that AI technologies are already used in both synch and royalty functions across the company.
CEO Thomas Coesfeld said, “GenAI’s impact on the music industry will be transformational, where human artistry is at the heart of it. We are delighted to be partnering with a thought leader in the field of digital marketing, Professor Dr Hartmann. Together we believe we will continue to move the dial on the deployment of AI technologies in the music business to reach wider fan audiences more effectively.”
Along with this partnership, BMG is sponsoring a two-year PhD position at TUM’s Professorship of Digital Marketing.