Apple Corps and Universal Music Group’s merchandise and brand management company, Bravado, announced yesterday (1 September 2022) that it has once again partnered to develop new merchandise opportunities for The Beatles across retail, licensing and e-commerce in North America.
The new partnership agreement reunites the legendary band’s merchandise business with their recorded music catalogue, for a unified brand strategy across music and merchandise offerings. Bravado will work with Apple Corps to continue to expand The Beatles’ presence in the region by leveraging the company’s retail and licensing partnerships and its robust ecommerce network to supercharge direct-to-consumer efforts.
UMG has been home to The Beatles’ iconic recorded music catalogue since 2012, a decade in which UMG and Apple Corps have worked hand in hand to find innovative projects and campaigns to further introduce the band’s timeless music to new generations of fans around the world. From its arrival on streaming platforms in 2015, award winning documentaries and active, engaging presence on social media platforms, The Beatles remains one of the world’s most popular bands in the history of music.
Matt Young, president at Bravado, said in making this announcement: “Bringing The Beatles back to Bravado was a top priority of mine – not only as a fan of their music but as someone who is inspired by the creative and cultural impact they continue to have around the world.
The responsibility of representing such an iconic and beloved brand isn’t lost on me and we look forward to working with Jeff Jones and the Apple Corps team to continue to bring The Beatles’ vision to life.”
