Warner Music Group has announced the launch of The Firepit, a creative content division, innovation centre and state-of-the-art recording studio.
Based at Warner's London HQ, The Firepit will support the company's artists, labels and partners as well as producing short and long form visual content. It will also play a role in the major’s brand partnerships and, of course, provide an in-house recording facility.
"The Firepit grew from our commitment to telling our artists' stories in the most vivid, compelling and powerful ways possible," said Warner Music UK chairman and CEO Max Lousada. "It's not enough for people to simply hear our artists' music or see the content they create, we want them to really listen; to watch, to engage, to react and to connect. Placing the creative process at the heart of the organisation will give us a dynamic space in which we can pioneer rich, immersive experiences for fans and unlock new promotional and commercial opportunities for our artists."
A number of execs have been recruited to run the facility. The Firepit’s new production company and creative content agency will be headed up by Stefan Demetriou as VP, content. Formerly VP, content and formats strategy with WMG, Demetriou has previously led campaigns for the likes of Coldplay, Kylie Minogue and Muse, and co-produced Ed Sheeran’s concert film, Jumpers For Goalposts.
Matt Cook, formerly of MTV Networks and Crown Productions, will be head of development, while Trish McGregor, formerly studio manager at Abbey Road Interactive, will be the production studio manager and work with Demetriou to run a team of film-makers and content creators.
The Firepit recording studio will be overseen by Conor O’Mahony, VP A&R co-ordination for Warner Music UK, who will work with in-house engineer Richard Woodcraft, previously senior engineer/producer at RAK Studios. Woodcraft won a Grammy award for his work on Radiohead’s In Rainbows and engineered and recorded At Least For Now, the 2015 Mercury Prize-winning album by Benjamin Clementine.
Significantly, use of the studio will be non-recoupable for Warner Music’s artists and prospective new signings.
Meanwhile, The Firepit’s innovation incubator will work with tech firms, start-ups and developers to create pilot projects that will be upstreamed to Warner Music labels.
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