UMG has Launched Its Own Creator Marketing App

Universal Music Group (UMG) has made an official entry into the influencer marketing space with its new creator app, House of Carmen. UMG’s UK team developed the app.

The app:

• UMG reportedly considered purchasing a third-party app, but opted to create a new one in-house instead.

• House of Carmen creates a direct line between UMG and social media creators for all business needs, including payment and content approval.

• Creators in the network need at least 1,000 followers.

• The app can also onboard entire agencies’ creator rosters.

• UMG can pass down specific assignments for content with guaranteed payouts or host competitions where creators get more money for better-performing posts.

• The app has been live in the UK since September 2024, with Germany coming next, and a possible entry into the US per trademark filings.

What they said:

• Janey Stride, Director, Commercial and Creative Innovation at Universal Music UK: “As creator marketing has continued its growth trajectory, we realised there was a real need to bring it in-house: somewhere we could house a global creator database, appropriately categorise creators, effectively and directly communicate with them, deliver prompt payment for activity and integrate all of our data sources to enable effective and timely analysis of campaigns. House of Carmen is our answer to this.”