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March 29, 2022 (Toronto, ON) – Universal Music Canada (UMC), the country’s leading music company, today announces the rebrand of their award-winning agency, SHED Creative, as Universal Music Group for Brands (UMGB), Universal Music Group’s (UMG) global brand strategies division. Leveraging the power of music and culture to accelerate business, UMGB offers a unique global approach to making brands culturally relevant through a deep understanding of culture consumers, with teams operating in over 74 markets.  
UMC’s proven brand team, SHED Creative Agency, rebrands to UMGB in Canada, joining the global team to expand reach, add resources, and offer a seamless approach to the North American market. A one-stop offering for brands vying for the attention of key consumer segments like Gen Z and Millennials that’s driven by data insights, UMGB will create impactful marketing and media programs for partners in Canada.


UMC Chairman and CEO, Jeffrey Remedios, and UMGB Canada Managing Director Dave Harris, will work in lockstep with Richard Yaffa, Executive VP, Global Head of Universal Music Group for Brands, and his team on priority projects and opportunities.  


“Music continues to be the strongest fibre for authenticity and cultural relevancy woven into brand interactions,” said Yaffa. “Canada is a priority market for our continued growth, and we look forward to our ongoing partnerships with Jeffrey, Dave, and their industry-leading team.”   
UMGB has generated new revenue through deals and marketing exposure for Universal Music Group’s artists via new types of content deals, lines of IP, media extensions, products, and businesses, winning prestigious awards for creativity and industry leadership.   
“I’m hugely proud of the way our brand team has developed and delivered compelling opportunities for our partners in the last six years. Changes in market mean changes in our approach,” said Harris. “Operating as part of the UMGB global team means we’re levelling up on the insights we bring and the impact we’ll deliver to partners across the country.”    
With UMGB’s vast network and extended reach come new opportunities for brands in Canada, including access to UMG’s capabilities, proprietary advertising tools, and unique media offerings including the company’s YouTube assets. UMG for Brands delivers engaged audiences and fans with authenticity, backed by the biggest names in music. Recent UMGB campaigns include the Pokémon 25th Anniversary featuring Katy Perry, Post Malone, J Balvin and more; OREO in partnership with Lady Gaga; and Google’s Nest Audio sessions featuring Jessie Reyez, Ella Mai, BENEE, Tove Lo, and more.


“Canadian-born companies and brands are as distinct and varied as the artists who represent this country on a world stage,” said Remedios. “Pairing the creative brainpower of our talented team with UMGB’s best in class approach will yield big opportunities with our artists and our brand partners.  

About Universal Music Group for Brands  
Leveraging the power of music and culture to accelerate business, UMG for Brands offers a unique global approach to making brands culturally relevant and brand marketing, with teams in 74 countries. Whether a brand is looking to shift perception, reach a new generation, boost sales or build loyalty; UMG for Brands helps define a brand’s authentic voice in culture. Recent CLIO and Cannes Lions wins are a testament of the true synergy that can be achieved between culturally relevant artists and brands.  


About Universal Music Canada  


Universal Music Canada is Canada’s leading music company, engaged in recorded music, music publishing, merchandising, and audiovisual content. Home to the most comprehensive catalogue of recordings and songs across every musical genre, UMC is committed to artistry, innovation and entrepreneurship in broadening opportunities for our artists on both the domestic and world stages as well as creating new experiences for fans.   
Universal Music Canada is part of Universal Music Group, the world leader in music-based entertainment.