The artists, bands, icons and the musicians who define the modern era are deeply connected with their inner brand. Collaborations, merchandise, fashion lines, experiences and the metaverse are just part of the range of touchpoints for fans today, building a rock-solid brand for each artist in the process. It is somewhat more complex than the tour stands of old, but nonetheless a fan dynamic that extends the creative process of each artist and, most importantly, gives audiences what they want.

“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.”

One example of the rising demand for music merch is in the fashion lines that complement each new album, a touchpoint that Bravado creates to build a deeper connection between fan and artist, music and fashion.

“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!