Elias Arts.
Elias Arts, now UMPG Audio Branding, is a New York-based audio branding agency acquired by Universal Music Publishing Group in 2022. It designs custom sonic identities and original compositions for global enterprise brands, delivering through a three-phase process across more than 40 countries.
- Company typePrivate
- Founded1980
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Elias Arts. does
Elias Arts, now operating as UMPG Audio Branding, is a specialized audio branding agency that creates sonic identities and original compositions for global enterprises. Founded in 1980 in New York as what it describes as the original audio branding studio, the firm develops custom audio systems that capture a brand's essence through a documented three-phase methodology: Discover (brand audit, competitive landscape, audio strategy, touchpoint mapping), Develop (audio moodboard, creative exploratory, proof of concept, and finalist selection), and Deploy (audio styleguide, consultation, audio identity system, UMG amplification, royalty collection). Deliverables include both long-form 'thematics' and short-form 'mnemonics,' supported by a global network of elite composers and 40 years of award-winning scoring experience.
Since its acquisition by Universal Music Publishing Group in 2022 and subsequent rebrand in 2024, the studio has operated as the only dedicated audio branding agency within Universal Music Group, gaining direct access to UMG's labels, sync, production music, and merchandising divisions. Its go-to-market is enterprise field sales: direct consultation with global brands and project-based professional services engagements, with regional representatives covering 40+ countries across North America, Latin America, Europe, Asia Pacific, and the Middle East & Africa. Revenue is generated through bespoke project work with quote-based pricing, complemented by post-deployment revenue streams from royalty collection and UMG-powered amplification. The firm has 11–50 employees and is led with John Rudolph as Chairman; Matt Phenix serves as the publicly listed contact for new business.
Elias Arts. firmographics
Firmographics- Name
- Elias Arts.
- Legal name
- Universal Music Publishing Group
- Website
- https://eliasarts.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Elias Arts, now UMPG Audio Branding, is a New York-based audio branding agency acquired by Universal Music Publishing Group in 2022. It designs custom sonic identities and original compositions for global enterprise brands, delivering through a three-phase process across more than 40 countries.
- Ownership category
- akta.pro rank
Elias Arts. industry classification
Industry- Product category
- Audio Branding Services
- NAICS
- Sound Recording Studios (51224), Sound Recording Industries (5122)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Jingle & Brand Sonic Identity Studios (MPAIALAE)
- akta.pro secondary industry
- Custom Music & Original Score/Composition (MPAIALAD)
Keywords
Where Elias Arts. is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Elias Arts. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Audio Branding Services: Custom audio branding engagements including sonic identity development, original composition, and strategic consulting. Revenue is generated through project-based professional services for enterprise brands seeking custom sonic systems.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Elias Arts. product offering
Product offeringCore offering
Elias Arts (operating as UMPG Audio Branding) is a dedicated audio branding studio that creates custom sonic identities for global brands. The studio develops strategic sonic systems through a 3-phase process (Discover, Develop, Deploy), producing original compositions such as long-form "thematics" and short-form "mnemonics," audio moodboards, and a final Audio Styleguide for consistent deployment across every brand touchpoint. Engagements are project-based professional services delivered in collaboration with Universal Music Publishing Group divisions for amplification and royalty collection.
Product overview
UMPG Audio Branding (formerly Elias) is a single, unified audio branding service rather than a platform-plus-modules architecture. The offering encompasses a complete 3-phase methodology: Discover (brand audit, competitive landscape, audio strategy), Develop (audio moodboard, creative exploratory, proof of concept, testing), and Deploy (audio styleguide, audio identity system, UMG amplification, royalty collection). All phases are delivered as part of one integrated service engagement, with the Audio Styleguide serving as the primary client deliverable documenting the brand's audio identity system.
Differentiator
Problem solved
Functional benefit
Products and services
- UMPG Audio Branding (formerly Elias) End-to-end custom audio branding service for enterprise brands. The engagement follows a 3-phase methodology (Discover, Develop, Deploy) and delivers brand audit, competitive landscape analysis, audio strategy, audio moodboard, creative exploratory, proof of concept, testing, finalist selection, and a deployment-ready Audio Styleguide that documents the brand's audio identity system.
Companies that use Elias Arts.
Customer profileSegments1 record
Ideal customer profiles1 record
Elias Arts. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Elias Arts. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Universal Music Group (Labels, Sync, Production Music, Merchandising)coreAs the only dedicated audio branding agency within Universal Music Publishing Group, UMPG Audio Branding collaborates with Universal divisions including labels, sync, production music, and merchandising to bring audio identities to life and maximize brand sound beyond bespoke assets.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Elias Arts. competitors and assessment
Company assessmentBroad incumbents
- Landor & Fitch: Global brand consulting and design firm whose work includes sonic identity and broader brand experience systems. Overlaps with UMPG Audio Branding on sonic identity but as one capability within a wider branding portfolio.
- Siegel+Gale: Global branding consultancy with a Simplification methodology that includes brand expression systems and select audio identity work. Comparable as a brand identity incumbent that occasionally intersects on sonic branding.
Direct peers
- Antfood: Audio branding and original music studio producing sonic logos and brand sound systems for global brands. Directly comparable in offering, with a strong emphasis on bespoke original composition.
- Sixième Son: Independent European audio branding agency specializing in sonic identity and sound design for global brands. Directly comparable niche specialist with similar methodology and enterprise client focus.
- Amp Sound Branding: Boutique audio branding agency that develops brand sound logos and audio identities. Comparable in service scope and target market to UMPG Audio Branding's bespoke engagements.
- MassiveMusic: Global audio branding agency offering sonic logos, brand sound systems, and original composition for enterprise brands. Direct competitor in the brand sonic identity category with comparable service portfolio and global delivery.
- Made Music Studio: Strategic sound and music agency that creates sonic identities, audio logos, and brand sound for global brands. Closely comparable to UMPG Audio Branding in scope, methodology, and target client base.
Others
- Universal Production Music: Pre-cleared production music library within Universal Music Group, serving content creators and brands needing licensed music. Sister entity to UMPG Audio Branding, useful as a comparator for the bespoke-vs-library spectrum of brand audio sourcing.
Regional players
- Sonic Minds: European-rooted audio branding studio delivering sonic logos and brand sound systems. Comparable in offering but with more limited geographic reach than UMPG Audio Branding's 40+ country footprint.
Emerging players
- Jingle Punks: Custom music and sonic branding company serving brands and content creators with original jingles and audio identity work. Comparable on the original composition side but broader and more digital-channel focused than UMPG Audio Branding.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Elias Arts. social profiles
Digital presenceElias Arts. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elias Arts. leadership team
Management profileNumber of profiles
Profiles1 record
Elias Arts. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elias Arts. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Elias Arts.
What does Elias Arts. do?
Elias Arts (operating as UMPG Audio Branding) is a dedicated audio branding studio that creates custom sonic identities for global brands. The studio develops strategic sonic systems through a 3-phase process (Discover, Develop, Deploy), producing original compositions such as long-form "thematics" and short-form "mnemonics," audio moodboards, and a final Audio Styleguide for consistent deployment across every brand touchpoint. Engagements are project-based professional services delivered in collaboration with Universal Music Publishing Group divisions for amplification and royalty collection.
Is Elias Arts. a public or private company?
Elias Arts. is a private company. It is classified as corporate owned and is currently operating.
When was Elias Arts. founded?
Elias Arts. was founded in 1980. It employs 11 to 50 people.
Where is Elias Arts. based?
Elias Arts. is headquartered in New York, United States, in the North America region.
How does Elias Arts. make money?
One revenue line is on record: audio Branding Services.
Who are Elias Arts.'s main competitors?
Broad incumbents on record are Landor & Fitch and Siegel+Gale. Direct peers are Antfood, Sixième Son, Amp Sound Branding, MassiveMusic and Made Music Studio. Universal Production Music is listed as an others. Sonic Minds is listed as a regional player. Jingle Punks is listed as an emerging player.
Does Elias Arts. have an API?
No public API is recorded for Elias Arts..
What industry is Elias Arts. in?
Elias Arts.'s product category is Audio Branding Services. Its primary akta.pro industry code is MPAIALAE, Jingle & Brand Sonic Identity Studios, with a secondary code of MPAIALAD, Custom Music & Original Score/Composition. Its NAICS code is 51224 and its SIC code is 7311.