Diageo signs contract with EMI Music

Diageo and EMI Music have signed a partnership deal to help the drinks giant promote its brands in Europe and North America.

Both companies will work to develop "music-based projects" across Diageo's brands, which include Smirnoff, Guinness and Johnnie Walker, the drinks group said today (10 December).

Their first project will be launched next year, set to be an album containing 17 tracks used on Guinness adverts.

The album, featuring the likes of Dusty Springfield and Jesus and Mary Chain, will form part of the 250th anniversary of the Guinness St James's Gate brewery in Dublin.

Diageo Licensing director David Berry said that research showed many Guinness consumers to be music lovers.

For EMI, the deal forms part of the group's strategy to find new revenue streams and expand routes to market for its artists, according to Graeme Rogan, EMI UK's senior director new channel development.