Bravado, UMG's Global Merchandising & Brand Management Division, Teams With Alibaba's Tmall Global

Bravado, Universal Music Group's Global Merchandising and Brand Management Division, Partners With Alibaba's Tmall Global

Bravado will launch an online store on Tmall Global to bring iconic artists' merchandise and exclusive collaborations to Chinese shoppers


Universal Music Group

Alibaba Group today announced a partnership with Bravado, Universal Music Group's merchandising and brand management division, to help bring iconic artists' merchandise and exclusive collaborations to Chinese consumers. As part of the world-leader in music-based entertainment, Bravado is the premier global provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world.

The Bravado store will launch today on Tmall Global, the largest cross-border business-to-consumer marketplace in China, and will showcase merchandise from an unrivalled roster of top international recording artists from; Tupac, Guns N' Roses, The Rolling Stones, Bob Marley and including Taylor Swift, who will be the store's first featured artist. Other artist collections and collaborations will be added each month.

The store launch will be the first time that merchandise from Taylor Swift's most recent album, folklore,will be available in China. In addition, Swift will debut her newest collection exclusively on Tmall Globalduring Alibaba's 11.11 Global Shopping Festival, giving Chinese shoppers access to it for two full weeks before anyone else in the world. The collections will also be offered through Alibaba Group's Hey Box, one of the most powerful marketing channels for new products.

In addition to offering a full range of premium merchandise and exclusive and bespoke designer collaborations from a growing list of global recording artists and entertainers, the store will showcase a different featured artist each month, offering a specially curated range of products inspired and influenced by each featured act. These will include new and exclusive products and seasonal ranges, to coincide with album releases, tours, classic catalogues and other product innovations.

Universal Music China together with Bravado will work closely within Tmall Global and Alibaba's ecosystem to help expand fan reach and interactivity through its technology and entertainment channels. In recent years, Bravado has successfully leveraged merchandise as a platform to elevate artists' individual brands and helped nurture new relationships with fans. The company's partnership with Tmall Global will enable artists to share their full lifestyle experience, including collaborations into fashion, art and design alongside music projects. Bravado's Tmall store, will serve as a one-stop shopping destination for music and artist culture in China.

"We're extremely pleased to partner with Bravado to give fans in China the opportunity to connect with these remarkable musicians," said Emma Lee, Head of Fashion for Tmall Global and Kaola, Alibaba Group. "Through this partnership, Chinese consumers will be able to access exclusive merchandise from their favorite international recording artists that we know they will enjoy."

John Habbouch, GM and CFO, Bravado said, "At Bravado our mission is to amplify artist initiatives and create moments and experiences beyond music. This partnership with Tmall Global, in conjunction with our colleagues at Universal Music China, will provide both international and domestic artists with opportunities to engage more deeply with fans in China, and to continue to reach new consumers and audiences around the world."

October 27, 2020 11:00pm ET by Pressparty  

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