UMG is expanding its college-lifestyle-marketing program, wherein college students “and young creatives from around the world” form a new marketing, content and experiences team under the unusual nameplate °1824.

The formation of °1824 was announced Thursday at the Invitational, an annual meeting of the U.S. team comprising 85 students from more than 50 markets, plus the team’s fulltime employees based in Santa Monica, New York and Nashville. Not only will °1824 will continue placing recent grads in jobs, the new org will also serve as an extension of the PR, social-media, content and marketing teams at Uni’s labels.

“Our program has become a proven artist- and career-development platform,” SVP and Head of °1824 Todd Goodwin asserted in the announcement. “Over the last four years, we evolved as our capabilities outgrew those of traditional college programs. While career development, mentorship and job placement will continue to be central to our success, it became clear we needed to redesign our core program and, in turn, give our team an even larger platform to highlight their creativity by forming °1824.”

UMG now has 50 fulltime °1824 team members, with dozens more being hired at the various companies.

Launched in 2015 as UMUSIC Experience, the renamed division produces more than 40 projects a month, including original episodic series, music videos and live-performance capture.

Recent projects also include Beyond the Barricade—a series that offers behind-the-scenes looks at acts prepping for performances—and Chop It Up, in which artists are interviewed while hovering above NYC in a helicopter.

The group has also made numerous music videos for acts including TJ Porter, The Jacks and The Greeting Committee. The latest clip, “Make You Mine,” co-directed by °1824 team members Brandon Chase and John Jigitz for Island act PUBLIC, debuted this week.