Bravado signs on to represent the Purple Rain star for licensing and branding worldwide.

The Estate of Prince Rogers Nelson has tapped Bravado to serve as the late musician’s exclusive branding and licensing partner worldwide.

Under the terms of the agreement, Bravado will work with the Estate to secure and manage retail and licensing initiatives for Prince’s brand. The agency will also curate global programs that will aim to embrace and honor Prince’s legacy and embody his influence on art and culture.

“Prince’s legendary performances, his unmistakable style and music, his incomparable artistry–all continue to make a lasting impression on art, music, culture, design and fashion and will continue for generations to come,” says Mat Vlasic, chief executive officer, Bravado. “I’m thrilled the Estate has chosen Bravado to represent Prince. As the leading global provider of consumer, lifestyle and branding services to artists, Bravado will bring passion and energy to working with the Estate to create unmatched opportunities and ensure Prince continues to thrill fans and impact culture around the world.”

Prince is known for No. 1 hits including “When Doves Cry,” “Lets Go Crazy,” “Kiss,” “Raspberry Beret” and “You Got the Look,” among others, and during his four-decade career, sold more than 100 million albums worldwide. He was also inducted into the Rock and Roll Hall of Fame in 2004. The singer-songwriter died in April 2016.

“We are very happy Bravado will be the worldwide exclusive merchandise company for Prince, whose fans around the world will soon have new, exciting opportunities to connect with their favorite artist,” says Charles Koppelman and L. Londell McMillan, entertainment experts hired by the court-appointed temporary special administer of the Prince Rogers Nelson estate to secure business agreements. “We have full confidence that Mat and his team at Bravado will help support Prince’s legacy and artistic expression for generations of fans to come.”