Universal Music Group and Havas Group have formed the Global Music Data Alliance (GMDA), a partnership that will enable the billions of data points that UMG and its artists generate through music, ticket and merchandising sales, streaming, social media and airplay to be aggregated and contextually analysed by Havas’ algorithmic and data scientists. 

The result should provide new revenue opportunities for UMG artists and labels by creating marketing and advertising opportunities. As part of the initiative, UMG’s proprietary data across ...