In three weeks, Universal Music will release a global study to offer brands tangible lessons from culture.

The Cultural Capital Report was announced at Universal Music’s Australian headquarters in Sydney yesterday (Sept. 18) and presented by BRING, the local agency which offers brands ‘cultural A&R’.

UMG’s global chief of possibilities, Olivier Robert-Murphy, was in attendance from London to offer the audience of brands (reps from KFC, American Express and Coke were in attendance) and media an insight into the report’s findings.

Robert-Murphy explained cultural capital as an emotional connection which banks fandom to grow brands.

The world’s largest major label took eight of the most influential global artists and through a survey discovered the cultural needs our biggest influencers provide. Based on this research, UMG and BRING identified eight cultural needs any service provider should embody in order to connect with an audience.