Pret-a-Reporter

Prince's Estate Has Found a Global Branding Partner

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The company also produces fashionable merch for Justin Bieber, Kanye West, Selena Gomez and The Weeknd.

Following the November announcement of its pact to become the global administrator of Prince’s publishing catalog, Universal Music Group on Tuesday announced another deal with the late artist’s estate: Bravado, UMG’s merchandise and brand management company, will be the estate’s exclusive branding and licensing partner worldwide. Bravado also is the company behind the fashionable tour merch of Justin Bieber, Kanye West, Selena Gomez and The Weeknd.

According to a press release, Bravado will work closely with the estate to manage retail and licensing endeavors for Prince’s brand, and is tasked with “strategically curating global programs that embrace and honor Prince’s legacy, embody his invaluable influence on art and culture and provide exciting new connections for his millions and millions of fans.”

In making the announcement, Bravado CEO Mat Vlasic said, “Prince’s legendary performances, his unmistakable style and music, his incomparable artistry — all continue to make a lasting impression on art, music, culture, design and fashion and will continue for generations to come. Bravado will bring passion and energy to working with the Estate to create unmatched opportunities and ensure Prince continues to thrill fans and impact culture around the world.”

Charles Koppelman and L. Londell McMillan, veteran executives hired by the court-appointed temporary special administrator of the Prince Rogers Nelson Estate to secure business agreements, commented: “We are very happy Bravado will be the worldwide exclusive merchandise company for Prince, whose fans around the world will soon have new, exciting opportunities to connect with their favorite artist. We have full confidence that Mat and his team at Bravado will help support Prince’s legacy and artistic expression for generations of fans to come.”

This article first appeared on Billboard.com.

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