Groove Productions is a major American record label owned by Transamerica Music Group. Founded in 1977 in Los Angeles, Groove fostered an authentic and honest brand voice from the start.

(***This use case describes the real-world problems of a fictional company.)

With the California Consumer Privacy Act (CCPA) going into effect this year, Groove knew they needed to reassess their data management strategy. There was a huge opportunity here to show their customers they were a brand to be trusted.

Plus there were some major issues cropping up:

  • They were getting flooded with emails from customers wanting to know how their data was being collected and used.
  • They had fans requesting their data be completely removed from their systems.
  • Their team was stretched trying to keep up with emails and respond within the time required by CCPA regulations.

Groove needed a solution that helped them be compliant with data regulations and let them focus on what they did best, supporting artists to release incredible music.

Here’s what they did.

Groove started by setting up a Privacy Center with AE. They were already using AE as an access management and customer insights tool, so it only took a few clicks. The best part? It didn’t cost anything extra as the AE Privacy Center is included.

From there it was even more straightforward. When a customer requested information about their personal data, Groove simply sent them a link to their branded Privacy Center. That’s it.


Finally, customers were empowered to view, manage, and delete their own data. The team at Groove was saving hundreds of hours on data management and didn’t have to worry anymore about being CCPA compliant.

Being so transparent was a little nerve-wracking at first. What if everyone deleted their data and it impacted their ability to provide hyper-personalized marketing? Spoiler: that didn’t happen.

In the end, customers were incredibly grateful for such a progressive tool and made it loud and clear online. Groove’s brand image was stronger than ever.

It was an easy win for Groove and their fans. Now back to making sweet, sweet music.

Uncover the power of privacy

Respecting the power of your customers and delivering personalized offers to increase advertising ROI can work hand-in-hand.