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Warner Music said that it already has a range of projects in development, including online and TV formats, live and campaign content, feature-length projects, as well as digital creative and artist specials.
"The Firepit grew from our commitment to telling our artists’ stories in the most vivid, compelling and powerful ways possible," said Max Lousada, chairman & CEO of Warner Music U.K. "It’s not enough for people to simply hear our artists’ music or see the content they create, we want them to really listen; to watch, to engage, to react and to connect. Placing the creative process at the heart of the organization will give us a dynamic space in which we can pioneer rich, immersive experiences for fans and unlock new promotional and commercial opportunities for our artists."
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The Firepit’s production arm and creative content agency will be headed up by Stefan Demetriou as vp, content. He has led campaigns for such artists as Coldplay, Kylie Minogue and Muse and produced a 4K Ed Sheeran concert film for NBC, Sky Arts, LG TV and theatrical distribution worldwide. Working closely with him as head of development will be Matt Cook, formerly of MTV Networks.
Along with Demetriou, production studio manager Trish McGregor will run a team of filmmakers and content creators. She was previously studio manager at Abbey Road Interactive.
This article originally appeared in THR.com.