Sir Martin Sorrell's WPP is launching a joint venture with Universal Music Group to develop music and brand partnerships for the advertising group's clients.

The London-based venture, called BrandAmp, will look at different ways of using music in advertising.

Universal, the world's largest music group, has artists including Sir Elton John, Stevie Wonder and Keane on its books.

BrandAmp will partner client brands of the advertising giant with the record label's artists.

Beside tapping into Universal's talent and catalogue, the venture will also seek to work with other artists and record companies, handling third-party synchronisation deals and music partnerships.

The deal has been struck with GroupM, the media investment arm of WPP.

"In a world of media fragmentation, music remains a powerful medium. We see an increasing desire for brands to partner with bands," said Sir Martin Sorrell, the chief executive of WPP.

Lucian Grainge, the chairman and chief executive of Universal Music Group International, described the deal as creating a "direct relationship out of what was an unnecessarily arms length way of doing business".

The deal will extend the marketing and advertising options WPP can offer clients outside of traditional TV commercials.

WPP recently bought a 3.4% stake in WildTangent, a group that sells in-game advertisements for games it develops as well as for third-party developers.

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