10 Minutes With … Andrew Lelchuk, Global Merchandising Services

There’s been big changes at Global Merchandise Services (Global) in the last six months. In May, the agency announced the appointment of Lisa Streff as senior vice president of licensing brand development. Right before Brand Licensing Europe in September, Global announced it will represent rock band, Oasis, for its 2025 reunion tour. And, recently, Global announced Andrew Lelchuk as director, licensing and energy marketing for North America.  

Prior to joining Global, Lelchuk was senior director, licensing and brand partnerships, Universal Music Group, where he drove cultural moments and opportunities that furthered artist and brand engagement for some of the top musicians in the world. Lelchuk put some time aside for License Global to talk about what he will be working on in his new role.  

License Global: In your new role, what is first on the agenda at Global Merchandising Services?  

Andrew Lelchuk: After diving into the Global Merchandising client roster, my first action is to take stock of where the opportunities lie, and then figure out how I can build upon the impressive work happening with the team globally. I always want to look for the white space in developing a brand strategy, and to do that, you must constantly evaluate the licensing and retail consumer trends in the market, which are ever-changing. Once I can absorb all that information, it typically leads me through the door that creates opportunities.  

Related:‘Music Merchandise is more than Just a Product’

My focus is not only on the licensing and brand collab development side of the business but also to utilize marketing to ignite the programs so there is a flow of energy behind them. It is not just throwing an idea out into the ether and hoping it connects with a brand’s audience. In terms of collaborations, this might entail pairing one of our music legends with an iconic sports team, hospitality or art brand, and then working through all the brand, licensee and retail promotional channels to elevate awareness. We really want to disrupt the traditional idea of collaborations to create a seismic wave of engagement through unique mashups. So, I have a lot of work ahead of me as we have an extensive slate of brands we represent. 

Historically, there is a synergy between rock ‘n’ roll and streetwear/skateboard companies. What do you look for in a collaboration between the bands on the roster and an apparel and accessories brand? 

The first and foremost key to success in any collaboration is authenticity, which is what makes collaborations between rock bands and streetwear/skateboard companies a natural in many instances. Authenticity connects consumers to a brand. Trying to force a partnership that doesn’t make sense won’t work in the long run. Today’s consumers are savvy and know when they are being played.  

Related:Global Merchandising Services to Spearhead Expansion of Fender’s Worldwide Licensing Program

PUMA and Manchester City worked with Oasis’ Noel Gallagher (a City fan) for a “Definitely City” kit for the 24/25 season. Are you looking for more organic collaborations between bands working with Global and sports teams? 

Yes, it is a big focus in our strategy as it helps to reach a much broader consumer base. We have had a 5-year partnership between Iron Maiden and West Ham, which will be celebrated next year at London Stadium during their 50th anniversary tour. There is a significant natural crossover between music and sports fans, but the challenge is finding the right music mash-up that delivers a home run. For example, in my previous role, I developed a collaboration between the legendary KISS band and the New York Rangers hockey team that resulted in a merchandise sellout before the game event and generated millions of impressions for both brands. My goal is to bring that same level of excitement, energy and success to collaborations at Global. 

Mötley Crüe

Mötley Crüe recently did a Hollywood Takeover with an apparel rollout, food collabs, three nights at legendary clubs in the area and a charity auction. What was the feedback from the Takeover?  

Related:New Mötley Crüe Collabs Ahead of ‘Höllywood Takeöver’

The Mötley Crüe shows and Hollywood Takeover were a huge success for the fans, the band and our company. Mötley Crüe is as relevant and popular as it has ever been, and the fans rallied to support these three shows that took place in venues as legendary as the band itself – Troubadouor, The Roxy and Whisky A Go Go. The success of the collaborations with the apparel and food partners only amplified the band’s standing in the music scene, reinforced “fan love” for the band and raised money for their Giveback Initative, which benefits Covenant House. 

One of the clubs Mötley Crüe played was Whisky a Go-Go. Global also represents local venues like The Rainbow Bar and Grill. What is Global’s approach to licensing programs for entertainment locations?  

We actually rep Whisky a Go Go as well as The Rainbow Bar and Grill. Look, our approach to music, which separates us from the rest, is that we take a 360° approach. It takes the artist, the fan and the venue combined to create a memorable experience and that is memorialized through the merchandise – further providing an engagement opportunity for the fan, long after the concert is over. An example is Lemmy’s Lounge at the Rainbow – a special tribute to Lemmy Kilmister, the iconic front man for Motörhead. For Global, it’s finding the right connection. These venues are as iconic as the bands playing in them, part of the lexicon and history of music. They have become a “temple” worshipped by so many fans, so you have to stay true to their origins. 

The Rainbow Bar and Grill

How does one move a celebrated guitar brand like Fender into brand licensing?  

Fender is an iconic leader in their industry so we will build upon the successful platform they have already initiated, and we will amplify their efforts, layering unique bespoke licensing opportunities and high-quality collaborations on top. We are developing a more organic curated program – think lifestyle products where form and function are at a very elevated level. We are actively developing programs for kids and educational, home and tech, fashion, collabs, experiential and more that reflect almost eight decades of revolutionary performance and design. 

Iron Maiden is celebrating a milestone 50th anniversary in 2025. Does Global have new licensing rollouts ready?  

2025 promises to be a big year for Iron Maiden in celebrating a significant milestone of longevity and success. To support the anniversary, we have created a new style guide, featuring a 50th anniversary logo and new brand artwork. Iron Maiden has always had a robust global licensing program, and we will continue to build on this foundation, with new product and major collaboration launches coming next year in the fashion space, food and beverage, including spirits, some unique sports collabs and myriad other high-profile partnerships in collectibles and fan gear that will certainly quench the thirst of the bands’ fan base. We also anticipate developing long-form content, audio and publishing, game collaborations. It is a bit early to announce specifics, but fans will not be disappointed. This iconic band has sold over 130 million albums and has such a diverse global fan base allowing us the opportunity to engage across a wide variety of experiences and product categories.  

Iron Maiden’s Eddie was once part of the Marvel universe via an apparel collection. Will there be more collaboration between Global’s roster and powerhouse IPs?

Absolutely! In addition to skate/streetwear and the sports collabs, aligning with relevant entertainment IP is definitely one of the cornerstones of the partnership strategy we are pursuing, specifically infusing global artists into the storytelling of alternative universes … a collision of different entities and environments. I have many years of experience in the entertainment and video game space, working on major brands at both Disney, Warner Bros. and Bandai Namco, so I plan to lean into that knowledge base and those relationships to develop meaningful mashups. 

There are a lot of rock bands on the roster. Are there artists Global represents in brand licensing that might be surprising? 

While Global Merchandising has built a legacy servicing artists in the music space, we also manage a diverse array of lifestyle and entertainment brands like Fender, Whisky a Go Go, The Rainbow Bar and Grill, “This is Spinal Tap” and “House of 1000 Corpses.” Our expertise in licensing, retail and marketing along with our extensive relationships in the industry allows us to offer services to many different IP holders. We know how to build a story around a brand and will continue to evaluate IP that delivers and offers superior fan engagement opportunities.