‘Music Merchandise is more than Just a Product’
License Global speaks to Lisa Streff, senior vice president, licensing and brand development, Global Merchandising Services to discuss the return of Oasis and the 50th anniversaries of Iron Maiden and Motörhead.
At a Glance
- Music and Apparel
- Building a Successful Brand
- The Return of Oasis and Band Anniversaries
License Global: What does Global Merchandising Services offer its clients in the world of licensing?
Lisa Streff: Global Merchandising Services offers a turnkey 360-degree solution for our clients. With a founding team who are largely responsible for how modern music merchandising has taken shape over the last 40+ years, our position has always been that we are an extension of the artist’s brand and our aim is to create the best connection with their fans as possible through live environment, e-commerce or at retail via direct sales or third-party licensing.
We pride ourselves on our creative thinking and developing our clients’ brands with a fresh and innovative strategy. We aim to bring fans new and unique avenues to interact with the artists, as an example, the beverage brands that we have built for our clients have sold in excess of 75 million units worldwide and added true extensions to their core businesses.
Lisa Streff, Global Merchandising Services
Music and apparel have always gone hand in hand, what do you think consumers are looking for when they are looking to purchase licensed music merchandise?
When evaluating a retail apparel program for an artist, it’s essential to consider the different types of music loving consumers. For many, music merchandise is more than just a product, it’s a form of self-expression and a way to share their identity with fellow fans. These consumers, who have a deep affinity for the artist and the music, always seek authenticity, uniqueness and an official way to support the artist.
We also need to consider how and where they shop; will it be bought at live shows to commemorate that experience? Are they shopping at the band’s webstore and following newsletter/social channels? Or, is it a more impulse purchase, by seeing something they like in their favorite retail store, which in turn, can create a curiosity and opportunity to learn more about the artist?
Then there is another type of consumer to whom music merchandise appeals. Licensed music apparel at retail is an opportunity to attract the passive fan who doesn’t necessarily know the legacy of the artist or band, but they connect with the clothing brand, the style of the product or the trend. Elements like the creative design and logo can help drive these purchases. There is even a subsection in the luxury and high-end category where music collaborations are highly sought after. These are halo moments that are incredibly valuable for the brand and create a special connect for the fan.
What is the key to building a successful brand that resonates with consumers and leads to retail sales?
It starts with the brand having a strong identity and iconography, but the key to success is recognizing and understanding the resonance of that and how audiences can access it beyond the music. Our combined 40+ years of expertise has helped us to truly understand how music influences trend and popular culture, and how we develop our client’s brand into a lifestyle that is more than just the music.
Oasis caused quite a stir when announcing it was to reform after a 15-year break, last month. What are your plans for the return of the band?
The news of Oasis’ return has set the world on fire. With or without a reunion, Oasis are one of the biggest artists in the world and their record catalogue is second to none. We have some very exciting partnerships already underway, with more to come as we celebrate their triumphant return and the 30th anniversary of their second album, “(What’s the Story) Morning Glory?”.
Since this interview was conducted, it was announced that Global will develop consumer products programs for retail and e-commerce, including the official webstore and licensing, ahead of Oasis’s sell-out reunion tour.
2025 marks the 50th anniversary of Iron Maiden. Can you talk through the licensing program for the band and what we can expect to see to mark the milestone?
Iron Maiden has embraced merchandise and building their brand around mascot Eddie has resulted in this immortal figure that opens so many possibilities.
They have always aimed to develop products that enhance the interaction between fans and the band. Most Iron Maiden products are not for the fainthearted; they are unapologetically Iron Maiden and their fans want you to know that.
The merchandise program has always been a key area for the band, but third-party licensing efforts have really ramped up in the last 10 years.
As we look forward to next year, the band has some incredibly ambitious plans. While we can’t reveal the details just yet, we can promise you more that it is only continuing to grow and evolve.
Iron Maiden pinball machine by Stern
Motörhead also turns 50 next year. With the band no longer releasing new music, licensing might be the only way for fans to engage with them. What opportunities does that bring when you are entering into new partnerships?
Motörhead’s 50th anniversary presents a unique and powerful opportunity for licensing and partnerships, particularly given the band’s legendary status and the ongoing appeal of their brand even in the absence of new music releases. Lemmy and Motörhead left a lasting impact, which continues to resonate with hard rock, metal, punk and rock fans all over the world. They were loud, fast, and original, and I think that is why it continues to have generational appeal with so many consumer groups. Since Lemmy passed in 2015, the brand has shown its ongoing relevance and adaptability through collaborations with fashion brands like Vetements, Neighborhood Japan and numerous snow, skate and shoe collaborations, as well as developing a substantial portfolio of spirit beverages around the world.
The estate continues to celebrate the band and Lemmy’s legacy through continued music releases with BMG and their “Lemmy Forever” campaign, which has led to permanent memorial sites at major festivals and venues all over the world, including an outdoor bar location at the world-famous Rainbow Bar & Grill in Los Angeles.
Bust containing the ashes of late Motörhead frontman, Lemmy, commissioned by Bloodstock
In the past, the bands have been featured in video games, on stamp collections and Iron Maiden’s Eddie has featured on apparel with Marvel characters. How important is it to maintain the heritage of the IP, while also entering into modern and creative partnerships to entice newer fans?
It is always a careful balance, but it is critical that we maintain, understand and expand the rich heritage, which is attached to the brands with whom we work. Through thoughtful product development and storytelling, we can reward long-term fans and take new fans on a journey of authenticity.
Besides the aforementioned anniversaries, what can we expect from Global Merchandising Services for the remainder of 2024 and into 2025?
We continue to focus on growing our brand representation portfolio outside of performing artists, with the new client partnerships such as Fender, Defected Records, Penske Media and others.
This story was taken from the September 2024 issue of License Global. Read the full issue here …
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Global Merchandising ServicesMötorheadIron MaidenFenderGlobalLicense Global OriginalSeptember 2024About the Author
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