Warner Partners on Talent Branding

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Warner Music Group Corp. said it signed a deal with talent agency Violator Management to pitch artists as brands for corporate sponsorships and merchandise sales.


The new venture, called Brand Asset Group, will be headed by Chris Lighty, the founder and chief executive of Violator as well as the manager for rappers 50 Cent and Sean Combs.


The deal is another move by Warner, which has recently partnered with Web sites to offer free streaming music and videos of its artists, to tap into unconventional and untapped streams of revenue as sales of CDs continue to decline.


Lighty has helped 50 Cent tie his name to products ranging from bottled water to clothing. Warner also said that the venture is not exclusive to Warner artists and will seek deals with other artists.

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