Sony Music will co-host the Licensing Expo Opening Night Party and present popular girl group Fifth Harmony as the special guest performer.
The Opening Night Party at Licensing Expo is a must-attend networking event for the industry. Sponsored by the International Licensing Industry Merchandisers’ Association and co-hosted this year by Sony Music, the festivities will take place on the evening of the first day of the show, June 9, at the Mandalay Bay Beach Club in Las Vegas, Nev.
Past co-hosts include Flo Rida and The Country Music Association, which presented Kellie Pickler as their special guest. Last year’s party attracted more than 2,000 brand owners, retailers and licensees.
“We are thrilled to have Sony Music as the co-hosts and Fifth Harmony as the special guest performer at our Opening Night Party," says Jessica Blue, vice president, Licensing Expo. "This is the world's largest licensing party, and it keeps getting bigger and better each year. As musicians look to develop partnerships that connect them with their fans, licensing and brand collaborations are a natural next step.”
Sony Music Entertainment is a global recorded music company with a current roster that includes both local artists and international superstars as well as a vast catalog of some the most important recordings in history.
Sony Music artists Fifth Harmony have become fan favorites since the group’s formation on the second season of "The X Factor." In 2014, Fifth Harmony won their first major awards at the 2014 Radio Disney Music Awards when they picked up trophies for Breakout Artist of The Year and Best Song To Rock Out To With Your BFF. They also won the Artist To Watch Moonman at the MTV Video Music Awards and they were nominated for six 2014 Teen Choice Awards and a People’s Choice Award.
In addition, the group was tapped by Mattel to sing the "Anything Is Possible" brand anthem for Barbie and partnered with the toy company for a Fifth Harmony Barbie doll collection in 2014.
The girls show no sign of slowing down in 2015 with their single, “Sledgehammer,” certified gold ahead of the release of their debut full-length album "Reflection" Jan. 27.
“We are excited to be the co-host of Licensing Expo’s Opening Night Party and to bring Fifth Harmony to the stage for an unforgettable performance," says Mathew Vlasic, vice president, Sony Music. "The event offers a unique opportunity to present both Fifth Harmony and Sony Music to more than 2,000 licensing professionals. As the music business continues to evolve, we are actively searching for meaningful partnerships that can connect our artists with fans. The expo is a great venue to connect with both new and existing partners.”
Licensing Expo is a trade-only event and only registered attendees to Licensing Expo may purchase tickets for the party. This year's show will take place June 9-11 at the Mandalay Bay Convention Center in Las Vegas, Nev.