Warner Music Rolls Out First Party Media Platform Named Wmx

Warner Music Group (WMG) has launched a rebranded agency and ad tech company to focus on musicians and brands looking to connect with their fans.

WMX is the name of the new company. On the one hand, WMX offers musicians a revenue toolbox through its music industry and lifestyle publications such as Uproxx, HipHopDX, and concert finding service Songkick.

The second side of WMX is a direct ad sales company that bundles inventory and data from WMG’s owned-and-operated websites as well as other platforms where artists produce inventory and WMX may arrange ad sales and rev-share agreements, such as YouTube, Spotify, and TikTok.

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At the center of the new WMX service is a product called CONNEX, where marketers can develop a first-party asset within the Warner platform. If a brand shows up with its own first-party customer data, some customers will match to WMG’s identity data set, and the matched IDs can be used for targeting or measuring a campaign.

If a brand campaign includes sponsored content on YouTube, WMX may also collect new fans or logged-in users who’ve engaged with the brand via that sponsorship.

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