Partnership led by Patrick Whitesell will develop new commercial pathways for UMG’s peerless roster and iconic catalog.

Universal Music Group (UMG), the world’s leading music-based entertainment company, and WTSL, the Silver Lake-backed investment firm founded by longtime entertainment leader Patrick Whitesell, today announced the formation of a joint venture to unlock opportunities that extend music’s value across film, television, fashion, consumer products, branded experiences, and other emerging growth areas.

With UMG’s iconic music catalogue and roster of the most successful superstars and emerging talent in music, the new venture will accelerate commercial opportunities for UMG’s artists and artist estates in rapidly growing areas outside traditional recorded music and music publishing.  Combining UMG’s and WTSL’s strategic expertise and networks, the two companies will capitalize on how cultural influence is leveraged, making artists and their music the foundation for building scalable, multidimensional businesses that connect with audiences in new and lasting ways.

The JV will enable additional opportunities for UMG’s artists and catalogs in film, television, fashion, consumer products, brand collaboration and brand creation, and other intellectual property (IP) ventures, providing an infrastructure to build long-term enterprises, expanding from one-off licensing into owned, repeatable, and equity-driven ventures rooted in creative identity. 

“This is about building the future of artist IP with the scale and ambition it deserves,” said Whitesell. “Universal Music Group represents the most powerful collection of music and artists anywhere in the world. Together, we’ll explore new ways to extend that cultural force into every dimension of entertainment and consumer life—creating lasting business value while keeping music at the center.”

Sir Lucian Grainge, Chairman and CEO of UMG said, “We exist at the center of a vibrant ecosystem of partners from the worlds of technology, brands, retailers and media who recognize the power of our artists to shape culture globally. With this new venture we will be able to leverage Patrick’s deep experience in successfully creating non-traditional business models with world-class IP to accelerate the expansion and monetization of our ecosystem to the benefit of our artists and partners.”

Other entertainment industries like sports, film, and digital media have already undergone a major shift where talent is even more valued. Athletes and entertainers have become equity stakeholders, producers, and business leaders, building vertically integrated platforms around their personal brands.

Patrick Whitesell has played a central role in that evolution. As co-founder of WME and now founder of WTSL, he has helped talent navigate moments of transformation – structuring groundbreaking deals that reshaped how creators engage with ownership, production, and brand expansion. His work spans live events, media, and creator-led ventures, all with the goal of helping talent scale strategically and sustainably.

This joint venture reflects that same philosophy, applied to music. It’s built to give artists the same tools and structure to turn creative equity into long-term enterprise that’s anchored by music and designed for multi-format growth.

This partnership marks WTSL’s public debut and reflects its broader ambition to help talent-led businesses scale with intention across a fast-changing media and consumer landscape. The firm invests in and collaborates with visionary founders and pioneering businesses that are shaping the future of media, entertainment, and sports, leveraging over 30 years of experience working alongside the entrepreneurs, executives, talent, athletes, and creatives who define these industries. 

The joint venture represents a powerful opportunity to bring WTSL’s experience as owners, leaders, and operators to evolve how music-based IP is developed and scaled.