Havas Group and Universal Music Group (UMG) have announced a new partnership to use music artist fan data to create targeted marketing opportunities for brands.

The announcement of the new ‘Global Music Data Alliance’ was made by UMG chairman and chief executive Lucian Grainge and Havas Group chairman and chief executive Yannick Bolloré at the 2015 International Consumer Electronics Show.

Grainge said: “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 realize previously untapped revenues from consumer brands and other new business partners.”

Bolloré added: “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,” he added.

UMG’s proprietary data across multiple artists and genres will be combined with Havas’ behavioural data to provide more insights into the correlation among artists, music fans and brands.

Data analytics will go beyond music and video sales and streaming, and will include social media and airplay, merchandising and ticket sales.

The partnership will aim to help artists to monetise their fan bases more effectively by understanding the different characteristics of their fans and what specific offers and products may appeal to them.

Advertisers will be able to identify more easily which genres and artists will appeal to their consumer bases as well as the music-related opportunities that will attract those consumers.

The partnership launch follows a 14-month research programme overseen by Havas’ specialist sports and entertainment network, Havas Sports & Entertainment (HS&E), in collaboration with the University of Southern California’s Annenberg Innovation Lab.