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Bravado

Turning bands into brands

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"Bravado lives at the crossroads of music and fashion. We understand the power of smart merchandising, and we know how to create products that spark organic, emotional connections between fans and artists. Our world class capabilities have made us the leading provider of consumer, lifestyle and brand management services around the world. With teams in 40 countries, we create a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music."

Bravado is the only global, 360 degree full service merchandise company that develops and markets high-quality licensed merchandise to a world-wide audience. The company works closely with new and established entertainment clients, creating innovative products carefully tailored to each artist or brand. Product is sold on live tours, via selected retail outlets and through Web-based stores.

Bravado also licenses rights to an extensive network of third-party licensees around the world. The company maintains offices in London, Los Angeles, New York, Berlin, Paris, Tokyo and Sydney. Under the Universal Music Group umbrella, Bravado is able to leverage a global sales and distribution network from the world’s largest record company, as well as the group’s significant marketing strength.

After Billie Eilish’s When We All Fall Asleep, Where Do We Go? debuted, in March 2019, hordes of Gen Z fans purchased hoodies, shorts, and shoelaces that came with a digital album, boosting the album’s sales and helping it top the Billboard Hot 200 list. (This so-called bundling has become so ubiquitous that Billboard recently changed how it records these sales.)

But Mat Vlasic, CEO of Bravado, the merchandising division of Universal Music Group that works with Eilish and dozens of other artists, including Justin Bieber and Blackpink, sees these souvenirs as more than just a means to boost album sales. “In the past, people bought CDs or vinyl,” he says. “We want to provide something physical that they can hold onto.”

To give fans that tangible connection, Bravado designs, produces, and sells artists’ own hypebeast-worthy items, from T-shirts to skateboards, and coordinates product collaborations, such as the recent Ariana Grande x H&M collection. The company even sets up artist-themed pop-ups: one celebrated the Rolling Stones’ recent No Filter tour by selling all sorts of items featuring the iconic tongue logo, from leather jackets and tees to Away suitcases and Ladurée macarons.

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