Universal has partnered with ASOS for exclusive content premieres.
The deal, led by Universal Music’s Creative & Commercial division, Globe, sees ASOS exclusively host selected Universal Music artists’ music video premieres for 24 hours on its channels. The partnership will also provide ASOS with a range artist-led content, created by Globe Productions in collaboration with ASOS’s creative teams.
Jennifer Hills (pictured), senior director, Creative & Commercial Partnerships, from Globe at Universal Music, said: “The video premiere on ASOS’s YouTube channel is a first for us and we hope it will be the start of a longer term partnership with ASOS.”
The partnership began on ASOS’s French YouTube channel last weekend with content from Years & Years, filmed at their album launch party. The Years & Years content included exclusive footage of the band performing new single ‘Shine’, album track ‘Worship’, and an exclusive interview.
The band were dressed by ASOS stylists for the party, which was hosted at One Mayfair in London as a celebration of the launch of their debut album, Communion.
Tomorrow (Wednesday, July 22), sees ASOS’ French channel host the world premiere of Ella Eyre’s new music video, Good Times – the lead single from debut album Feline, which is out in August.