In an ambitious move to scale its global culture and entertainment network Annex, Havas and Capitol Music Group (CMG), one of Universal Music Group’s labels, home to artists including Paul McCartney, Sam Smith, Katy Perry, Bastille, Disclosure, Halsey, Vic Mensa, and Migos, have decided to form the Annex Tower Creative agency.

Located in the iconic Capitol Records Tower in Hollywood, Annex Tower Creative is a first of its kind alliance between a U.S. creative agency and an American record label. Annex Tower Creative will allow for cross collaboration between brands and artists across CMG’s multiple record labels, as well as unique partnerships within music, entertainment, art, fashion and brands to create cutting-edge content and experiences. This combination of efforts between two Vivendi companies will provide new revenue opportunities for artists, labels and brands.

Ad people have been talking about the merging of entertainment and advertising forever. It’s done. Havas and CMG just opened a social-first content center inside the hottest record label in the world.

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