Brands

Music merchandise giant launches on Tmall Global

Deal sees new Taylor Swift merchandise make global debut in China for 11.11

Official merchandise featuring some of the biggest global names in music and entertainment is now available to consumers in China, thanks to a new partnership between the Tmall Global shopping platform and US-based business Bravado, which represents recording artists and entertainment brands.

The Bravado store on Tmall will offer merchandise from legends of the music industry, including Tupac, Guns N’ Roses, The Rolling Stones and Bob Marley. Merchandise from Taylor Swift’s most recent album, folklore, makes its China debut in the store, and Swift’s latest collection will be launched exclusively on the platform during the 11.11 Shopping Festival, giving Chinese shoppers access to it two weeks before anyone else in the world.

The Bravado range will feature exclusive designer collaborations from a growing list of global recording artists and entertainers, with products created just for the China market. The selection will include clothing and other consumer items. It will change seasonally and be refreshed to coincide with album releases, tours and the launch of classic catalogues.

Bravado is Universal Music Group’s merchandising and brand management division, and represents artists in more than 40 countries.“Our mission is to amplify artist initiatives and create moments and experiences beyond music,”

“Our mission is to amplify artist initiatives and create moments and experiences beyond music,” said John Habbouch, GM and CFO Bravado.

“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.”