Mirriad, the global leader in native in-video advertising, Universal Music Group (UMG), the world’s leading music company, and Havas announced today that the companies have signed an agreement that enable UMG to feature digital brand integrations in select music videos by using Mirriad’s Academy Award-winning video technology.

In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola. Havas’s venture Siliwood, a research center launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.

This agreement builds on Mirriad’s recently announced launch with distribution partner Vevo, the world’s leading all-premium music video and entertaiment platform.

Through innovative technologies such as Mirriad’s, and leading global agencies such as

Havas, we can offer our artists additional opportunities to generate revenue from their music videos,” said Lucian Grainge, Chairman and CEO, Universal Music Group. “And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.”

See the full press release here