The Beatles And Bravado Come Together
Apple Corps and Bravado, Universal Music Group’s global merchandising company, announced that they have signed an agreement granting Bravado International Group the rights to offer official Beatles merchandise in North America. This agreement, which is effective July 1st 2013, brings together the iconic band’s North American merchandising rights and recorded music catalog under one roof, enabling 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.
Tom Bennett, CEO of Bravado said, “We are extremely honored to have this opportunity to work with The Beatles.Â We fully recognize that representing artists of this magnitude comes with enormous responsibility, and with our unparalleled creative team and infrastructure, we will apply the industry’s best resources to execute the Beatles’ vision to create products that their fans will love.”
Commented Lucian Grainge, Chairman and CEO, Universal Music Group, “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.”
In addition to their historic musical success, The Beatles have achieved great success with a wide variety of branded memorabilia and merchandise.Â With this agreement, the collection will now benefit from Bravado’s highly regarded experts in the creative, sales, marketing, e-commerce and sourcing areas of the merchandising world.
Apple Corps. Ltd. and Bravado are working together to create a wide range of new and unique offerings for the band both through retail, online and licensing partners.Â This first slate of products is expected to be available beginning in July of 2013.