This ad will be closed automatically in X seconds.

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.”

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
UniqloGodzilla500x500
 
Retailer launches new tees for adults and children using retro poster art; movie breaks $300m in international markets....
V&Astationerynew500x500
 
Museum highlights Museums & Galleries, Papier, That Company Called If and WHSmith ranges....
Ashmoleanpen500x500
 
Start Licensing secures new deal for the Oxford-based museum with luxury pen maker....
NatPalMuseum500x500
 
Specialist in cultural IP licensing welcomes first global client in Asia, covering North America and Europe....
USPALife500x500
 
Sport-inspired brand is marking Earth Day with the global introduction of USPA Life....
H&MMaisie500x500
 
Fashion retailer partners with actress to lead a worldwide initiative towards a more sustainable future....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.