MGM – Universal Love

Celebrating Marriage Equality with Music Reimagined

Las Vegas is known as the Wedding Capital of the World. So when the U.S. Supreme Court legalized same-sex marriage nationwide in 2015, MGM Resorts wanted to mark the moment with more than just a campaign. They wanted to make history feel personal.

Universal Love was born—a celebration of LGBTQ+ love through one of the most powerful cultural tools we have: music.

We reimagined iconic love songs by changing the pronouns—so same-sex couples could finally hear their stories reflected in the music they danced to. Then we commissioned top artists to record new versions of those songs, bringing emotional resonance, cultural authenticity, and mass reach to a deeply personal cause.

Love Songs, Rewritten with Intention

Kesha re-recorded “I Need a Woman to Love,” and for the music video, she didn’t just perform—she officiated a same-sex wedding at the Bellagio in Las Vegas. Other contributing artists included Bob Dylan, St. Vincent, Valerie June, and Ben Gibbard, creating a full album that honored LGBTQ+ unions in every genre.

Universal Love became a beautiful hybrid: part music release, part social statement, part brand experience. The songs were played at weddings. Shared in personal vows. Used in first dances.

This was more than a marketing idea. It was a contribution to cultural equity—backed by a brand that knew exactly where it stood.

Results & Reach
• 2.5 billion media impressions globally
• #9 Pop album on iTunes shortly after launch
• 40% lift in positive perception among LGBTQ audiences
• Released April 5, 2018, with track contributions from Bob Dylan, Kesha, St. Vincent, Benjamin Gibbard, Valerie June and Kele Okereke.