Universal Music, the world's largest music company, is teaming up with advertising conglomerate WPP Group to link bands and brands.

The London based venture called BrandAmp is a 50 50 partnership announced by the two companies on Tuesday. Financial terms were not disclosed.

Universal Music, owned by French media and telecoms group Vivendi and home to such artists as Kanye West, Scissor Sisters, Stevie Wonder and 50 Cent, has been seeking new ways to generate revenue beyond just selling music.

Meanwhile, WPP, whose agency clients include Ford, Nestle, Pfizer, IBM and Mattel, is always on the hunt for new ways for brands to target younger consumers.

The venture also cuts out the middle man typically present to negotiate deals between advertising and music companies by giving WPP direct access to Universal's catalogue.

Advertisers have been digging deeper into music archives and turning increasingly to the latest pop hits for their TV commercials as investment in original jingles has been on the wane. Apple's iTunes music store even has a section devoted to songs featured in ads.

This new venture makes sense on many levels, said Lucian Grainge, the chief executive of Universal Music's international division. It brings together two creative communities which are driven by innovation and imagination.

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