After partnering with Universal, Aerosmith strike global brand management deal with Epic Rights

Aerosmith has tapped Universal Music Group’s Epic Rights as the band’s global brand management agency, in advance of their 50th anniversary celebrations and live appearances.

According to a media release announcing the partnership, Epic Rights has developed “an all-new multi-category worldwide retail program for the legendary rock band”, with a raft of licensing deals secured “across multiple categories”.

The announcement follows Aerosmith’s partnership struck with UMG last summer, which has seen UMG become home to Aerosmith’s entire recorded music catalog, as well as future music releases, merchandise and audio-visual content.

Universal’s merchandising arm Bravado fully acquired Los Angeles-based Epic Rights for an undisclosed sum in 2019.

As part of the retail program, Epic Rights says that it has signed agreements with new licensing partners across multiple territories and categories.

Global deals have been signed with Funko for vinyl figures (global for eCommerce, and U.S. and Canada for brick and mortar); Knucklebonz for statues and 3D vinyl collectibles; Replay for a t-shirt and sweatshirt capsule collection; Madeworn for high-end apparel; and Collectionzz for hand-screened fine art prints.

New North American apparel partners include Just Some Thoughts, Philcos, Recycled Karma, Ripple Junction, and Angry Minnow for a collection of men’s, juniors and kid’s t-shirts, fashion tops, cut and sew fleece, sweaters, jackets, joggers, sweatpants/tops and more.

Rounding out the roster are Springs Creative for fabric, no sew fleece kits, and bandanas (USA, Canada, UK, Australia, New Zealand); Watson Apparel for apparel and accessories (USA, Canada, Dubai); Brands Club for apparel and accessories (Chile, Peru, Argentina, Colombia); and Bloomerry for men’s, women’s, kids’ and babies’ apparel and accessories (Europe).

“We are thrilled to have Aerosmith, one of the all-time greatest rock icons, on the Epic Rights’ roster. ”

Lisa Streff, Epic Rights

Lisa Streff, Epic Rights’ Senior Vice President of Global Licensing, said: “We are thrilled to have Aerosmith, one of the all-time greatest rock icons, on the Epic Rights’ roster.

“In anticipation of the upcoming 50th anniversary activities, we’re excited to be developing a global licensing program that will celebrate and illustrate the band’s career at retail.”Music Business Worldwide

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