UMG Target Children’s Market With Yoto

Universal Music Group (UMG) has joined with Yoto, an online children’s audio platform, to provide access to UMG’s music catalogue and labels. Yoto was developed to allow kids to access music and audio without being exposed to advertisements, unsuitable content or racking up too much screen time.

Yoto and UMG said their partnership will later provide access to other works by artists like Bob Marley & the Wailers, though the first release announced for the kids music player was Queen’s Greatest Hits Volume 1. The alliance will also extend to labels such as Motown Records and Disney Music Group.

Yoto is available worldwide including in major markets like the UK, France and North America. The company launched the third-generation Player in June, priced at GBP £99.99 in the United Kingdom and USD $119.99 in the United States. This comes after UMG-owned Republic Records launched a kids and family devision last year.

Why Should YOU Care?

The children’s market offers exciting overlooked potential. UMG’s move to join forces with Yoto and their child friendly music service opens up interesting possibilities for the future of marketing content to this largely untapped market of potential music fans. Are the days of nursery rhymes making way for classic rock anthems and pop hits? And how can your label get involved?