Rocket Licensing has been appointed to manage the licensing in the UK and other countries in Europe for The 50th Anniversary of Hip Hop – an innovative campaign that honours the legends and communities that birthed the cultural movement in 1973.
Determined to build a permanent bridge back to the communities that created the hip hop culture and to honour, support and uplift those communities, The 50th Anniversary of Hip Hop campaign is organising a number of concerts, events and collaborations, as well as investing in content creation and licensing.
For the Culture Fund has been created, with an initial goal to raise $250 million dollars and issue grants to 50 US-based organisations that will improve the communities that birthed the hip hop culture.
Partnering with NGO Beats Rhymes & Relief, as well as the Carver Federal Savings Bank (to house the fund), The 50th Anniversary of Hip Hop will communicate the message of peace, love and unity – capturing the spirit of the hip hop community in its formative years.
Rocket Licensing is working with licensees to direct a portion of the royalties to both the For The Culture Fund and other local organisations.
The 50th Anniversary of Hip Hop already has plans for merchandising, activities and events highlighting the core elements of hip-hop – MCing, DJing, graffiti art, and breaking and knowledge. The potential product categories include apparel, footwear, headwear, sunglasses, records, stationery, tech accessories, gifts, games, toys and novelty items.
Rocket will be managing the UK and parts of the Europe market, supported by master agent The Brand Liaison, in the US.
Bioworld International is the first UK licensee signed to the programme and will be producing a range of daywear, loungewear, nightwear and accessories for adults and older children. It will reach retail in the UK and Europe in late summer this year, to coincide with The 50th Anniversary of Hip Hop.
“It’s a great honour to be part of a campaign that celebrates one of the most influential cultural and musical movements of the past half-century,” commented Steven Heller, president and founder of The Brand Liaison. “We’re sure that The 50th Anniversary of Hip Hop will capture the imagination of millions and we’re thrilled to have the support of Rocket in the key markets of the UK and Europe.”
Rob Wijeratna, joint md at Rocket Licensing, continued: “Hip hop has been a phenomenon for fifty years – a major cultural landmark and one that undoubtedly needs to be celebrated. We are delighted to be part of this collaboration and to contribute in any way we can in raising awareness of this extremely important historic anniversary.”