Shazam has announced a partnership with Warner that will see the app companys data used by the music label to identify emerging acts and create more tailored marketing campaigns.

The Shazam tag data will help Warner identify unsigned artists that are attracting attention and enable its signed musicians to target fans that have tagged their music. Warner will also be able to directly market exclusive content and offers in-app to Shazams 420m users.

Shazam and Warner Music Group have already worked together on content partnerships featuring Chromeo, Wiz Khalifa and Bruno Mars Super Bowl experience, which saw a record-breaking 700,000 tags.

Mike Caren, president of worldwide A&R at WMG, which deals with talent scouting, said “Millions of fans use the Shazam app to discover music, so when a song debuts strongly on the Shazam chart it is an exciting, early indication that it has hit potential. By deepening our relationship with Shazam, this landmark partnership will complement our existing commitment to A&R, create new talent-spotting possibilities, and expand our range of innovative artist development activities.”