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MDR Brand Management to build on Amy Winehouse’s legacy

Agency teams with late singer’s family, while brand extensions will also support the work of the Amy Winehouse Foundation.

MDR Brand Management is partnering with Amy Winehouse’s family to celebrate and protect her legacy as one of the world’s greatest musical talents and fashion icons.

The partnership has also been established to support the work of the Amy Winehouse Foundation – which was set up in her memory in 2011.

MDR Brand Management will be working with partners which share Amy’s style cues and aesthetics across multiple categories including hair, beauty, fashion, tech and publishing.

“Amy touched so many people with her music, her sense of style and her authenticity,” commented Daniel Avener, ceo of MDR Brand Management. “Despite having only two studio albums to her name, Amy stands beside music’s greatest legends.

“It is a real honour for us to be partnering with Amy’s family and inner circle to build on her legacy and showcase her incredible talent and fun-loving personality to her existing fans and new audiences, while giving back to the Amy Winehouse Foundation.”

The Amy Winehouse Foundation works with children and young people, delivering a number of programmes including drug, alcohol and mental health education in schools, support for young people struggling with addictions and recovery housing for young women.

Its music programmes provide therapy, inspiration and creative outlets for disadvantaged young people and for children with life-limiting conditions. The Foundation’s work also reflects the kind of charities and organisations that Amy supported throughout her life.

Amy’s parents, Mitch and Janis Winehouse, commented: “The Winehouse family feel that it is important that Amy’s status as a music and style icon is preserved so that when an item bears her name or image, it is truly representative of Amy’s signature style and personality.

“By working with MDR, we believe that her legacy will be both celebrated and suitably protected.”

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