Music in the Firepit
Warner Music UK's Firepit Tech innovation lab has joined forces with Blink, a unit of leading media agency MediaCom set up last year to help brands ID key innovation trends and then help them to partner with entrepreneurs. The idea behind the new partnership is to discover emerging businesses currently disrupting the music and entertainment space to develop projects that can be deployed in artist campaigns and business areas across the music company's international network.
“We want to support and develop the most innovative companies in the market who are leading the way with smart new thinking,” says Emmy Lovell, VP digital at Warner. “We can work with them in a number of ways – be that offering mentoring and advice, access to music rights and Warner Music's impressive catalogue, as well as financial investment.”
"With more and more businesses looking to harness the potential of start-ups, it's great to see such a prominent name in the music industry investing significantly in the scene,” says Justin Cross, head of start-up and accelerator programmes, MediaCom UK.
Warner rolled out Firepit Tech last year as an incubator, while it also serves as a new creative content and innovation centre and a state of the art recording studio.