Which innovative brand strategy did Universal Music Group implement in 2018 that significantly increased their overall brand valuation?

The music industry has seen dramatic shifts in how brands are valued over the past decades. From physical record sales to streaming platforms, artist merchandise to concert experiences - the ways music companies build and maintain brand value has transformed completely. This trivia tests your knowledge about a fascinating aspect of music industry brand valuation that changed the game for major labels.

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Selling 10% stake to Tencent, opening access to the Chinese market
Acquiring SoundCloud and its technology platform
Launching their own hardware division for premium audio equipment
Creating an exclusive artist-owned streaming platform separate from Spotify