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28 August 2025
Inside M&G's investment in music: The Seeker Music strategy explained

Music may not be the first asset that comes to mind when thinking about long-term investing, but it’s one we've been a part of for the last five years. We're sharing the Seeker Music journey – a standout example of the breadth and diversity of our investment capabilities at M&G.

Founded in 2020 and led by GRAMMY award-winning songwriter Evan Bogart, Seeker Music is a creatively led music publishing company that is redefining how music is valued as an investable asset. With over 17,000 songs in its catalogue, 38 tracks in Spotify’s Billion Streams Club, and a record-breaking hit (A Bar Song by Shaboozey) tied for the longest-running No.1 on the Billboard Hot 100, Seeker is reshaping the music industry from the inside out.

Why Seeker Music stands out

Seeker Music is more than a catalogue – it is a business built on passion, strategy and creativity. Nearly 50% of the team are creatives, and every acquisition is driven by artistic vision backed by rigorous financial analysis.

From acquiring legendary catalogues such as those of Christopher Cross and Joan Jett, to turning legacy tracks into contemporary hits, Seeker is breathing new life into music assets and creating new IP almost every month.

A deep dive into Seeker Music

In the first of our ‘In Conversation’ film series, we sat down with the Seeker team - Evan Bogart, CEO, and John Smith, Chairman – and Stéphane Rummelhard, Investment Director and Kate Russell, Life Investment Office Oversight Analyst from M&G. The team explored the creative-first model, our partnership, and how music copyrights are generating long-term returns for investors and artists alike.

Made possible by our investment expertise

Seeker Music is majority funded by our £64 billion PruFund and actively managed through our Asset Management Private Markets division. It is a powerful example of our unique business model in action – backing innovation, unlocking new investment sectors, and aiming to deliver long-term growth.

Our long-term investment in Seeker Music demonstrates how we are identifying opportunities in emerging sectors and delivering growth for shareholders. Seed funding came from our Life business and institutional investors, with our Asset Management team actively guiding Seeker’s evolution.

Our £74 billion private markets business reflects over 25 years of experience navigating economic cycles with innovation and discipline. It is a prime example of how we combine scale, deep expertise, and our unique business model to deliver long-term value.

Watch the teaser below, and head to YouTube to view the full episode:

Full Seeker Music journey on YouTube

The Seeker Music strategy explained

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M&G plc, incorporated and registered in England and Wales. Registered office: 10 Fenchurch Avenue, London EC3M 5AG. Registered number 11444019. M&G plc is a holding company, some of whose subsidiaries are authorised and regulated, as applicable, by the Prudential Regulation Authority and the Financial Conduct Authority.

M&G plc is a company incorporated and with its principal place of business in England, and its affiliated companies constitute a leading savings and investments business. M&G plc is the direct parent company of The Prudential Assurance Company Limited. The Prudential Assurance Company Limited is not affiliated in any manner with Prudential Financial, Inc, a company whose principal place of business is in the United States of America or Prudential plc, an international group incorporated in England and Wales.

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M&G plc is a company incorporated and with its principal place of business in England, and its affiliated companies constitute a leading savings and investments business. M&G plc is the direct parent company of The Prudential Assurance Company Limited. The Prudential Assurance Company Limited is not affiliated in any manner with Prudential Financial, Inc, a company whose principal place of business is in the United States of America or Prudential plc, an international group incorporated in England and Wales.