Today’s announcement isn’t so much about the famed Ultra festivals as it is about the business of presenting them. Essentially the festival and label are joining forces in an attempt to become the dominate EDM brand on a global scale. Sure, that includes festivals such as Ultra Brasil, Ultra Ibiza and the newly added Ultra Chile. However, they’re also talking about film and video, live streams, recordings, publishing and promotion.
Future plans include Ultra Music releasing festival-branded CDs and DVDs beginning in 2013. Other avenues for brand-building include an online YouTube channel delivering live streams from all Ultra Worldwide festivals as well as original content in the form of backstage and behind-the-scenes footage.
For audio, the alliance has UMF radio, a weekly show on XM/Sirius and DI.FM. On the visual front there’s also UMF Films which just released “Can U Feel It.”
While announcing the alliance, Ultra Music Festival president Russell Faibisch took a shot at other companies that are recent arrivals on the EDM scene.
“We are a very proud independent organziation and it is critical that we stay true to the music and close to the roots of the culture that we have grown with over the last 15 years,” Faibisch said. “While EDM seems to be the flavor of the month for many corporations buying their way into our scene, building this long term strategic alliance with Patrick Moxey and Ultra Music sets the stage for establishing Ultra as the essential global lifestyle brand for the best of everything EDM has to offer.”
For more information, click here for the Ultra Music Festival website and here for Ultra Music’s Internet headquarters.