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Oct. 15, 2021

Interview with Universal Music Group's °1824 Division

Interview with Universal Music Group's °1824 Division

We had the pleasure of interviewing Wes Davenport and Todd Goodwin of °1824 over Zoom video!

°1824 Division at Universal Music Group (UMG). °1824 is UMG’s internal creative solutions network powered by young creatives and university students –...


We had the pleasure of interviewing Wes Davenport and Todd Goodwin of °1824 over Zoom video!

°1824 Division at Universal Music Group (UMG). °1824 is UMG’s internal creative solutions network powered by young creatives and university students – focused on content, unique experiences, and the connection of artists and brands directly to fans. The talent pool of 85 reps in 50 markets provides a full range of artist services for UMG’s record labels, not to mention serving as the direct source for the latest trends in culture, particularly for the Gen-Z demographic. °1824 is also a talent incubator for the industry and has placed 90 reps into full-time positions (and 60 at UMG alone) since 2015.

ABOUT WES DAVENPORT
Wes has 10 years of experience in digital marketing, communications, strategy and public relations. As the Senior Culture Marketing Manager, °1824, he oversees the Division’s Publicity Vertical. Additionally, notable partnerships Davenport has worked on at UMG include producing a livestreamed Animal Crossing concert with Island Records pop artist Tove Lo, launching a craft beer for Republic Records rock band The Struts, as well as booking music industry conversations with organizations like Belmont University, University of Southern California, GrammyU, She Is The Music, the Mental Health Coalition, YMCA International and more.

ABOUT TODD GOODWIN
Todd Goodwin built and runs °1824, an internal creative solutions team at Universal Music Group focused on content creation, creator (influencer) partnerships, experiences, ideation and career development.

Goodwin joined Universal Music Group in March 2015 as VP of College & Lifestyle Marketing, overseeing marketing strategy for the 18-24 demographic and created a national network of College Representatives charged with maximizing awareness of priority and developing artists. The team of 85 reps in 50 markets provide services that include content creation, live events, experiential activations, college media outreach, A&R scouting, tour marketing, digital marketing, and campus & lifestyle visibility. This team became UMG’s go-to talent pool for the music industry placing over 90 reps into full time positions (and 60 at UMG alone!) since 2015. Under Goodwin’s direction, UMG launched the UMUSIC Experience college events brand which brought some of Universal’s top developing artists to college campuses. Promoted to SVP, College, Lifestyle & Experiential Marketing in 2018, Goodwin oversaw the production of over 100 on-campus events and expanded UMUSIC Experience's content offerings to include official music videos, episodic content series, lyric videos, and more.

In 2019, UMUSIC Experience folded into °1824, a new Marketing, Content and Experiences team created under Goodwin's direction. °1824 is a first-of-its-kind network of young creatives focused on content, unique experiences, ideation, and the connection of artists and brands directly to fans. With 100 employees, °1824 serves as an in-house solution for UMG's creative needs while preserving UMG's mission to have a first-in-class youth marketing and career development platform.

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