Beatles Merchandising Rights Go to Universal's Bravado


Bravado, the global merchandising arm of Universal Music Group, has announced a deal with Apple Corps., the management boutique founded by the Beatles in 1967, covering rights to Beatles merchandise in North America, making UMG, for all intents and purposes, the home of the Beatles in North America.

As today's statement put it, the deal "[enables] Universal Music Group to provide a unified marketing strategy for the music and associated products of the most influential and beloved band in the history of music."

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UMG chairman and CEO Lucian Grainge wrote in a statement that “all of us at Universal Music Group are very excited about extending our relationship with the Beatles’ iconic brand to include both merchandise and their legendary recordings, and about the potential for innovative marketing of creative new products.”

Bravado began handling merchandising for the Rolling Stones in 2008 for licensing, retail, Internet and with the 50th anniversary shows. While touring is, of course, a moot point, with the Beatles one could expect a similar approach in terms of creativity, a diverse range of products and a broad array of retail partners.

Bravado handles merchandising for hundreds of artists (roughly 798, according to their web shop), among them Black Sabbath, New Kids on the Block, Lady Gaga, Guns 'N Roses, Justin Bieber and Bob Marley.

Twitter: @billboardbiz

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