“Music merch was initially an offshoot of tour, something that lived at the venue,” says Laird Adamson, senior vice president, international and strategic partnerships, Bravado and Universal Music Group. “The tour was the hub for fans to connect with the artist and with each other. That business and those fan dynamics are still alive and incredibly healthy today, disrupted by COVID, yes, but for those artists who have already returned to the road, the demand for music merch is through the roof.”
“There is a profound connection between music and fashion,” says Adamson. “Today artists are embracing this like never before and using fashion as a platform to extend their creative vision. Some are starting their own fashion lines, but more frequently they create merch lines that extend the storytelling of their new album launches. Nearly every new album drop comes with a significant merch statement and the fans love it.”
The latest triumph that hit the headlines from Bravado was the Rolling Stones retail location in London. RS No. 9, Carnaby is an homage to one of the world’s most respected rock ‘n’ roll bands, and a home for that deep and meaningful connection to fashion. Want to learn more? Check out the latest issue of License Global now!
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