Sony Rocks On with Jimi Hendrix Merch DealSony Rocks On with Jimi Hendrix Merch Deal

Following its deal earlier this month to serve as the exclusive North American provider of Beatles memorabilia, Sony Music Entertainment has now signed on another rock legend: Jimi Hendrix.

The new deal, signed with Authentic Hendrix and Experience Hendrix, the Hendrix family-run companies that oversee Hendrix's legacy, includes the rights to design, develop and distribute exclusive Hendrix merchandise worldwide, including collectibles, clothing and accessories. The product line will be available in pop-up shops and at brick-and-mortar retail stores, as well as online.

The deal builds on a licensing partnership that began in 2009. Sony Music, Authentic Hendrix and Experience Hendrix have already secured a deal for the curation and distribution of the Hendrix movie catalog and film archives through Legacy Recordings, Sony’s catalog division. The Thread Shop will coordinate with legacy recordings on integrated merch and music opportunities, marking the first time the artist’s merch will be available in one place.

"We placed Jimi in good hands with Sony Music, so we are more than comfortable with expanding our relationship to merchandise," says Janie Hendrix, chief executive officer and president, Experience Hendrix and Authentic Hendrix. "Jimi’s persona encompassed more than music. He had a sense of style that we want to continue to present to the world... boldly and vividly. We’re confident The Thread Shop will carry out the next level concepts we envision. Jimi was and is larger than life, in our eyes. With the list of artistic greats the Thread Shop represents, Jimi will be at home among giants.”

In addition to Hendrix and the Beatles, Thread Shop recently acquired the merchandise division of Araca Group, a theatrical production company that houses artists including P!nk, Sugarland, Shania Twain and Led Zeppelin.