Bravado, the merchandise and brand management, division of Universal Music Group, is changing the narrative on artist merch. With teams in 40 countries, the business provides merchandising and brand management services to some of the world’s biggest names in music, including The Rolling Stones, Justin Bieber, Elton John, Ariana Grande, and The Weeknd. The company helps artists design apparel and accessories that reflect their aesthetic, often in partnership with renowned designers. You may not even find them at shows. Fans buy artist collections at experiential pop-up shops, artist websites, and luxury stores, such as Maxfield, Bergdorf Goodman, and Selfridges.
Fashion, Not Memorabilia
Bravado changed the game in this fashion genre, earning a spot among Fast Company‘s Most Innovative Companies list. The designs are coveted by fans, who will wait in line for them at a bricks-and-mortar store or wake at odd hours of the night to buy from a