Artists including Rizzle Kicks, Frank Turner and Alfie Boe turned out at Abbey Road Studios last week as part of Universal Music’s Globe first major event since being restructured.

Last year all of the group’s sync, brand partnerships and TV production activities were brought together under one umbrella and the group’s recently installed managing director Marc Robinson invited senior advertising and marketing execs to celebrate the sync work that Globe has been pursuing.

Globe’s recent commercial deals have included link-ups between Apple and Willy Moon, Piaget and Melody Gardot and Rizzle Kicks, who also performed on the night, working with Sony PlayStation.

Robinson said the process of matching artists with brands had to be carefully considered and each case had to be considered differently.

“Every different piece of music comes with different guidelines,” he said, adding that most artists now expect their work to be used in ad campaigns or in some commercial tie-up.

Universal Music UK chairman and CEO David Joseph also warned against simply accepting the biggest cheque from brands in return for a big hit record to match with a brand.

Joseph said the work of Global is all about “mutual respect” and added: “The artist respects what the brand is about and the brand understands the artist. There has to be mutual understanding and respect. Matching the right artist to the right brand is key".