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With over 17,000 songs in its catalogue, 38 tracks in Spotify’s Billion Streams Club, and a record-breaking hit tied for the longest-running No.1 on the Billboard Hot 100 – this is the story of Seeker Music. ​ Founded by M&G in 2020 and led by GRAMMY award-winning songwriter Evan Bogart, Seeker Music is redefining how music catalogues are used, valued and transformed – with creativity at its core. ​ We’re now shining a spotlight on how we’re backing innovation in the music industry. The Seeker Music team joined our investment specialists for an in-depth conversation about their journey so far. ​ Highlights from this episode:​ - Understanding the world of music publishing and copyrights​ - How Seeker’s creative-first model, with nearly 50% of the team made up of creatives, is reshaping the industry​ - How Seeker turned a 2020 acquisition into A Bar Song by Shaboozey, now tied for the longest-running No.1 in Billboard history​ Seeker Music showcases our unique business model, with majority funding from our £128 billion Prudential With-Profits Fund – which democratises access to investments in real estate, infrastructure and private companies through its £64 billion PruFund – and actively managed by our Asset Management experts. ​ Joining us in the studio were Evan Bogart, Seeker Music Chairman John Smith, Asset Management Investment Director Stéphane Rummelhard, and Life Investment Office Oversight Analyst Kate Russell. ​ Together, they explored Seeker Music’s evolution – and how M&G became part of the music industry. ​ Fund figures correct as of year ending 31 December 2024.​ 00:00 – Introduction to the Investment Story Series - Explaining PruFund and M&G’s diversified investment strategy. - Emphasis on alternative assets like music royalties. 02:10 – Evan Bogart’s Journey in Music - Evan’s story from Grammy-winning songwriter to Seeker Music CEO. -The accidental hit with Rihanna’s “S.O.S.” and the vision for a creator-led company. 05:31 – Seeker’s Chairman John Smith on Music as an Asset Class - Music’s annuity-like revenue model. - The strategic decision to invest in music and the founding of Seeker Music. 07:53 – Financial Mechanics of Music Royalties - How music copyrights generate income. - Streaming, performance, mechanical, and sync rights. 09:34 – Music Consumption and PruFund Returns - Consumer behaviour and how listening to artists like The Wombats contributes to fund returns. 10:04 – Characteristics of Music Copyrights - Stephane outlines the long-term, diversified, and uncorrelated nature of music assets. 12:01 – M&G’s Role in Seeker Music - M&G’s governance and strategic involvement. 13:39 – Investment Discipline and Creative Strategy - John and Evan describe the rigorous investment committee process. 14:53 – How Seeker Acquires Music - Evan explains Seeker’s ‘creative-first approach’ to acquisitions. 17:05 – Supporting Creators and UK Talent - Artist alignment and collaborative partnerships. - The importance of respecting creatives. 19:23 – Seeker’s Catalogue and Global Reach - The success of Seeker’s catalogue, from artists like Harry Styles and Miley Cyrus to Tupac, Joan Jett, and more. 22:24 – Shaboozey and Contemporary IP Creation -The record-breaking success story of “A Bar Song” and Seeker’s strategy to revitalise catalogue assets. 23:26 – Creative Camps and Artist Relationships - Evan explains how Seeker uses relationships to create new IP. 24:46 – Artist Partnerships: Christopher Cross & Joan Jett - Legacy artist collaborations. - Revenue growth and fan engagement through strategic partnerships. 28:22 – Future Vision for Seeker Music - Seeker's growth expectations and market leadership ambitions. 29:37 – Lessons from Music Rights Ownership - A reflection on the collaboration between M&G and PruFund. - Innovation and attractive returns through partnership. 30:29 – Closing Remarks - The summary of the journey of Seeker Music and its impact.

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