Case Study: Warner Music Group achieves faster audience creation and syndication with Hightouch

Warner Music Group leverages Snowflake and Hightouch to “super-serve” fans, artists, and labels

Warner Music Group, one of the world’s largest music companies, needed a faster, more scalable way to ingest and analyze massive amounts of fan, artist, and label data to improve engagement and music discoverability. As its existing on-premises architecture struggled with processing power, storage limits, and difficult data integrations, WMG evaluated customer data platforms and modernized its stack with Hightouch and Snowflake.

Hightouch, connected to Snowflake, enabled Warner Music Group to activate data directly from its warehouse and rapidly syndicate audiences without relying on homegrown tools. In just six weeks, WMG implemented Hightouch and launched hundreds of audiences, eventually syndicating 1,000+ audiences and loading billions of rows into Snowflake, while improving efficiency, reducing operational load, and accelerating collaboration with marketers and agencies.

Warner Music Group

Itay Rahat

Vice President of Product, Audiences, and Marketing Technology