Bravado, Alibaba’s Tmall Global Team for Music Merch in China

Alibaba Group has announced a partnership with Bravado, Universal Music Group’s merchandising and brand management division, to help bring artists’ merchandise and exclusive collaborations to Chinese consumers.

The Bravado store has launched on Tmall Global and will showcase merchandise from a roster of international recording artists including Tupac, Guns N’ Roses, The Rolling Stones, Bob Marley and Taylor Swift – who will be the store’s first featured artist. Other artist collections and collaborations will be added each month.

“We’re extremely pleased to partner with Bravado to give fans in China the opportunity to connect with these remarkable musicians,” says Emma Lee, fashion head, Tmall Global and Kaola, Alibaba Group. “Through this partnership, Chinese consumers will be able to access exclusive merchandise from their favorite international recording artists that we know they will enjoy.”

The store launch will be the first time that merchandise from Taylor Swift’s most recent album, folklore, will be available in China. In addition, Swift will debut her newest collection exclusively on Tmall Global during Alibaba’s 11.11 Global Shopping Festival which gives Chinese shoppers access to the collection two full weeks ahead of the global launch.

Following the launch, the store will showcase a different featured artist each month and offer a specially curated range of products inspired by each featured act. These will include new and exclusive products and seasonal ranges, to coincide with album releases, tours, classic catalogues and other product innovations.

“At Bravado our mission is to amplify artist initiatives and create moments and experiences beyond music,” says John Habbouch, general manager and chief financial officer, Bravado. “This partnership with Tmall Global, in conjunction with our colleagues at Universal Music China, will provide both international and domestic artists with opportunities to engage more deeply with fans in China, and to continue to reach new consumers and audiences around the world.”