02Discover
Velocity
See where cultural behaviours are gaining momentum, which cities are moving and which signals deserve investigation.
Open moduleMusic, culture and evidence
We help brands understand
what culture is doing—and
what their work changed.
Studio2 is Universal Music Group's cultural intelligence and effectiveness ecosystem. Three connected capabilities move from discovery to explanation to proof.
The Studio2 system
One connected journey.
03Explain
Cultural Anthropology
Turn Sound of the City studies, fieldwork and cultural signals into accessible editorial intelligence.
Open module04Measure
Resonance
Prove what audiences remembered, what travelled through culture and how long campaign meaning lasted.
Open moduleThe operating principle
Velocity discovers the signal. Anthropology explains its meaning. Resonance proves its impact.