Vivendi

Olivier Robert-Murphy, Head of International Business Development, Universal Music Group International (ASDR 2009)

Our success relies on local artists

« Music can unify people in a way that few other things can. Sociologists found that Music is one of only two ways we define our nations. The culture of a nation is reflected in the artist and the music they create from and for their people. Nurturing an economy of Sustainable Creativity and embracing cultural diversity has ensured our commercial success over the years.
In a world of increased homogenisation and globalisation, we could focus purely on a few acts that sell globally, like the Black Eyed Peas, U2 and Lady Gaga but we have a different approach. We invest in global priorities, yet we believe in nurturing talent at a local level as well. We credit our success to the fact that we invest directly in local artists and provide the infrastructure to help them connect with their fans; fi rst locally then globally. As a result, 65% of our sales come from local repertoire. Further testament to the success of this strategy: in the past two years, our German company has secured 91 nominations for various music awards, by 41 different local artists.
Our local investments also pay international dividends with local artists like André Rieu breaking through in Europe and Australia, becoming a global superstar. And through cooperations between global and local stars, we help territories maximise the potential of their local talent. Technological developments enable us to distribute music that is no longer available physically through worldwide digital channels, exposing repertoire from France to consumers in China and vice versa.
This is what enables sustainable creativity. »