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P-MRC Data rebrands as Luminate
By Chris Cooke | Published on Thursday 17 March 2022
The US-based music and entertainment data company previously known as P-MRC Data has rebranded as Luminate, as well as confirming plans to expand its data services across all strands of the wider media business.
P-MRC is one of a number of joint ventures between media firms Penske Media Corporation and MRC – they also having a JV that brings together the music and entertainment titles in which they respectively have an interest, including Billboard, The Hollywood Reporter, Rolling Stone, Variety and Music Business Worldwide.
Both companies had been growing the data sides of their businesses prior to the big old data JV being announced in 2020. In particular, MRC had bought the music division of data giant Nielsen in 2019 to create MRC Data, best known for compiling the charts published by the media company’s own music industry trade mag Billboard.
That combined entity being known as P-MRC Data was always a bit clunky, especially given one of its divisions was MRC Data. Which is presumably partly behind the decision to give the joint venture business a nice new snappier name.
Though, to be clear, the data firm’s CEO Rob Jonas would like you all to know, the Luminate brand has been specifically chosen to represent “our mission to bring clarity and insight to a complex and evolving industry”. So, do make note of that.
“Over the past few months, we have begun to incorporate our tent-pole products – MRC Data and Variety Business Intelligence – into the most comprehensive entertainment analytics offering”, Jonas adds, “which will eventually span across all major media categories, while comprehensively managing the rights of our ecosystem data partners and contributors”.
