EMI Music has partnered with Guinness-owner Diageo Ireland for an album featuring music from the brewer’s iconic TV commercials. It marks 250 years since Arthur Guinness signed the lease on St. James Gate Brewery in Dublin.
“Guinness 250 – Music From The TV Ads” has 17 tracks featured on commercials, including artists ranging from Dusty Springfield, Dionne Warwick and Al Jolson to the Jesus and Mary Chain, Leftfield and Future Sound of London.
The release, through EMI Music’s catalog division on Feb. 9 in the U.K., U.S. and parts of Europe, begins a partnership between EMI Music and Diageo Global Licensing. They will develop new music-based projects across Diageo’s brands in Europe and North America.
“We’re very excited about this partnership with Diageo and Guinness which is an example of how EMI plans to open up new channels and routes to market for our artists and music,” said EMI U.K.’s senior director new channel development Graeme Rogan in a statement. “Our aim is to proactively enter into strategic partnerships with global brands, such as Guinness and develop additional revenue streams for the benefit of all parties.”
It is the first time Diageo’s licensing group has forged a partnership with a music company.