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MDR Brand Management to Rep Amy Winehouse Estate

Amy Winehouse Estate is branching out into licensing.

MDR Brand Management is partnering with Amy Winehouse’s family to celebrate and protect her legacy as a musical talent and fashion icon.

The brand management company will be working with partners that share Amy’s style cues and aesthetics across multiple categories, including hair, beauty, fashion, technology and publishing.

“The Winehouse family feel that it is important that Amy’s status as a music and style icon is preserved so that when an item bears her name or image, it is truly representative of Amy’s signature style and personality,” say Mitch and Janis Winehouse, Amy’s parents. “By working with MDR, we believe that her legacy will be both celebrated and suitably protected.”

The partnership has also been established to support the work of the Amy Winehouse Foundation, set up in Amy’s memory in 2011.

"Amy touched so many people with her music, her sense of style and her authenticity,” says Daniel Avener, chief executive officer, MDR Brand Management. “Despite having only two studio albums to her name, Amy stands beside music's greatest legends. It is a real honor for us to be partnering with Amy's family and inner circle to build on her legacy and showcase her incredible talent and fun-loving personality to her existing fans and new audiences, whilst giving back to the Amy Winehouse Foundation."

The announcement comes following MDR’s one-year anniversary which was celebrated late last year.

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