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

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

According to a press release announcing the partnership, Epic Rights has developed “an all-new, multi-category global retail program for the legendary rock band,” with a series of licensing deals being struck “across multiple categories.”

The announcement follows Aerosmith’s partnership with UMG last summer, which saw UMG host Aerosmith’s entire catalog of recorded music, as well as future music releases, merchandise and audiovisual content.

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

As part of the retail program, Epic Rights says 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 e-commerce, and US and Canada for brick and mortar); Knucklebonz for 3D vinyl statues and collectibles; Replay for a capsule collection of t-shirts and sweatshirts; Madeworn for high-end clothing; and Collectzz for hand screen printed 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 kids’ t-shirts, fashion tops, cut and sew fleeces, sweaters, of jackets, joggers, sweatpants/tops and more.

Rounding out the list, Springs Creative for fabric, no-sew fleece kits and bandanas (US, Canada, UK, Australia, New Zealand); Watson Apparel for clothing and accessories (United States, Canada, Dubai); Clothing and Accessories Brands Club (Chile, Peru, Argentina, Colombia); and Bloomerry for clothing and accessories for men, women, children and babies (Europe).

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

Lisa Streff, epic rights

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

“Ahead of upcoming 50th anniversary activities, we are excited to develop a global licensing program that will celebrate and exemplify the group’s career in retail.”The music industry around the world

Cathy W. Howerton