Even record labels are going to the cloud.

Warner Music Group is teaming with music discovery app Shazam to create a new “big data” record label. The aim of the new Shazam label is to discover and sign new acts that can then be supported by Warner.

“We have forged a potent proposition: the first crowd-sourced, big data record label,” said Warner Music Group chief operating officer Rob Wiesenthal in a statement. “While data and crowd sourced analyses will never be a substitute for the expertise and instincts of our (artist & repertoire) professionals, we do believe the information we obtain for this new label will provide very useful signals that will bolster our ability to find the stars of tomorrow.”

Other aspects of the deal will include more synergy between Warner labels and Shazam’s user base of 420 million in 200 countries. Typically, when a Shazam user hears a song they cannot identify, they tap the Shazam app, which identifies it.

“Shazam has more than 30 million tracks in our database from both artists that have been signed to labels as well as independent artists, and we’re adding new music at a rate of about a million new tracks each month from all over the world,” said Shazam CEO Rich Riley in an e-mail exchange. “Shazam works with aggregators and organizations like CD Baby that help unsigned artists by sending us their music to fingerprint and add to our system. Plus, many artists send us their music directly because they know that having their music recognized by Shazam can lead to sales and commercial success.”

Recently, Shazam has increased its partnering with TV shows and live televised events to connect users with promoted music and advertising partners. During the Super Bowl, Shazam had its highest level of concurrent activity of 700,000 “tags,” half of which came during the halftime show when fans could get an exclusive video from performer Bruno Mars.

Shazam and Warner had already teamed up for the video premiere of Chromeo’s Come Alive and the premiere of Wiz Khalifa’s single We Dem Boyz in the Shazam news feed. “We are also eager to use our deep data and advanced promotional solutions combined with exclusive content from WMG to help artists engage with their fans and sell more music,” Riley said. (USA Today)