Universal Music Group is expanding its focus on live entertainment via a new partnership with international management holding company Dakia Global Enterprise.
Under the terms of the agreement, the companies will team up to create “a new music-focused experiential hospitality category.”
According to UMG, the immersive experience will include premiere hospitality, lifestyle club, live entertainment, and next-generation retail, creating branding partnerships and fan engagement opportunities for UMG’s label clients.
The partnership will first work to identify potential projects and properties, with announcements regarding those to come at a later date, the companies said.
Dakia’s webpage, while nebulous about its portfolio, says the company is focused on fostering the growth of internationally recognized “music cities” and includes a global music club and a global music professional network.
“Our experiential hospitality platform is purposefully designed to enable local emerging talent to combine with the best in the music and hospitality industry,” the company said.