Overview
In 2018, BWL Agency was appointed as the PR Agency for Universal Music Group Nigeria, the world's leading entertainment group. Whilst the international roster includes a superstar roster from Justin Bieber to Taylor Swift amongst others, the brand struggled to gain local relevance in the Nigerian market. With the local artists preferring full autonomy over their music and a distrust for international record labels, we took on the task of building the UMG brand image and positioning UMG Nigeria as the No 1 entertainment solutions provider in Nigeria whilst building in-market relevance and trust. This was achieved through a...