WPP is partnering with Universal Music Group to leverage its catalogue of music entertainment, as well as its data and insight teams.

“The collaborative partnership offers WPP clients’ new opportunities to connect with some of the world’s most popular artists and their music, and unique access to UMG’s iconic music catalog to unlock additional areas of amplification through data-driven and technological innovation,” WPP said in a statement.

“In addition, WPP and UMG will work together to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments.”

Michael Nash, chief digital officer andEVP, Universal Music Group, explained that the deal will benefit stakeholders of both companies. WPP’s clients will gain access to UMG’s music catalogue and data insights, while UMG’s artists will reach new audiences through strategic programs and initiatives.

In other news, WPP also landed a major account. GroupM, WPP media investment arm, has won Johnson & Johnson’s Canada and U.S media accounts, worth around $200 million. The account was previously held by IPG.