BETC POP and Polydor (Universal Music) create POP records

Business, Creativity

BETC POP is a lab-agency within BETC, entirely dedicated to pop culture. It works with talent scouting and content creation, at the crossroads of business and entertainment. Recently, BETC POP teams up with Polydor, Universal Music’s mythical label to create POP Records.

The agency has a long history of relationships with different record labels, including Universal. Together, they have helped a line of edgy artists emerge on a wider scale through advertising collaborations with BETC clients: Disclosure for Lacoste, La Roux for Armani, The Drums for Peugeot, Crystal Fighters for Canal Sat, The Chemical Brothers for Air France, just to name a few.


The founders of lifestyle agency and media BETC POP, Isabelle Tardieu, Fabrice Brovelli and Christophe Caurret, have always been deeply involved with the music industry. With a background in artist management (Yuksek, Agoria, Naïve New Beaters), publishing (Amadou & Mariam, The Shoes), and experience from working for labels, as DJ’s, producers, music video directors, concert and party organizers (founders of the PANIK parties around the world: Paris, New York, Amman, Bamako…) and as musicians themselves, they have a solid experience in the business.

A modern ad agency should be able to offer a lot more than just consulting and traditional campaigns; it should be a media, a producer and an audience generator in itself. This will be central for BETC’s development over the coming years.

Rémi Babinet,

Co-Founder BETC


The collaboration is a demonstration of their wish to challenge the traditional models of the music industry.

The teams at Polydor are constantly reinventing themselves to stay on top of a music industry in transformation. We are very proud to welcome BETC POP and this new pop-themed record label

Eric Lelièvre,

General Manager, Polydor.

BETC – global advertising agency BETC was founded in 1995 and counts today 900 employees. With headquarters in the heart of Paris, the agency handles over 70 clients worldwide, including Louis Vuitton, Peugeot, Air France, Evian, Canal+, Lacoste, Disneyland, McDonald’s, Kraft Foods and many more.

BETC’s TV commercial “The Bear” for Canal+ is the world’s most awarded TVC ever (Gunn Report 2012). BETC’s work has always stood out by its contemporary style, creative freshness and craftsmanship. It is a global agency with a unique vision for brands that goes beyond traditional advertising to include design, architecture, art, music and fashion. BETC opened BETC London in 2011 and Sao Paulo in 2014.

Polydor is a division of Universal Music (A&M France, Fiction France, Monstre Marin Corporation, CherryTree, East 47th Music and Pop Records).