Never underestimate the power of colourful jumpsuits and catchy songs. The Wiggles aren’t just a pop group nowadays: they’re a fully-fledged children’s entertainment brand whose business stretches well beyond the borders of their homeland Australia.
Now they have signed to the world’s biggest label, inking an agreement with Universal Music Group covering “streaming, digital and physical distribution, promotion and marketing”. That includes a deal to put their music out through Republic Records’ Kids & Family imprint in the US.
“What makes this new partnership so special is the opportunity to take everything we do – music, storytelling, live performance – and amplify it on a truly global scale,” said founder Anthony Field.
The Wiggles may have started in the early 1990s, but their growth in the streaming age has been notable. More than 4bn music streams and 6bn YouTube views testifies to that, along with topping Spotify’s chart of Australian artists by their local streams for the last three years running.
The group currently have just over 1.7 million monthly listeners on Spotify, so there is clearly room for growth once UMG’s global marketing machine swings behind them – with a world tour kicking off next month to boot.
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