Common’s Bravado strikes world merchandise partnership with the Spice Women

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The Spice Girls and Universal Music Group (UMG), have struck an exclusive worldwide partnership through UMG’s Bravado merchandise division.

The expansive multi-year deal will see Bravado represent the band across merchandising, direct-to-consumer products and campaigns, touring, brand and retail licensing and distribution, ahead of the 25th Anniversary of their debut album Spice in October.

The deal marks the first time in two decades that licensing rights across all channels have been assigned to a partner according to the announcement,  which adds that the Spice Girls and Bravado will deliver “new products and capsule collections” to retail partners.

The Spice Girls and Universal Music Group are releasing an expanded anniversary SPICE 25 album, featuring previously unreleased songs, demos and mixes on October 29, 2021, almost exactly 25 years after the release of their debut album on November 4, 1996 on Virgin Records.

After their 1996 debut single Wannabe topped the charts in 37 countries, Spice Girls’ debut album Spice went on to sell more than 31 million copies worldwide, becoming the best-selling album of all time by a female group.

The group have gone on to sell more than 90 million records globally, releasing three studio albums and 11 singles and winning a host of awards including a BRIT Award for Outstanding Contribution to British Music.

“We are so excited to be working with Bravado again, especially in this our 25th anniversary year and are looking forward to collaborating with the team.”

Spice Girls

Spice Girls said: “We are so excited to be working with Bravado again, especially in this our 25th anniversary year and are looking forward to collaborating with the team.”

“We are thrilled to partner with The Spice Girls, to create new and exciting product lines and to expand the bands connection directly with their loyal Superfans.”

Richelle Parham, Universal Music Group

Richelle Parham, President of Global E-Commerce and Business Development, Universal Music Group, said: “We are thrilled to partner with The Spice Girls, to create new and exciting product lines and to expand the bands connection directly with their loyal Superfans.

“We will also engage with our global retail partners to bring their iconic brand, style and empowering message to fans and stores internationally.

“Bravado will work closely with UMG operations around the world on the launch of Spice 25 and beyond, to expand their legacy and cultural impact for years to come.”

“The breadth of rights granted for the first time in 2 decades gives us the vehicle to truly celebrate their legendary status.”

Rachel Redfearn, Bravado

Rachel Redfearn, VP A&R and Brand Management, Bravado, added: “The Spice Girls’ impact on popular culture cannot be over-estimated. They stand for positivity, inclusion, bravery and diversity.

“All delivered in a bold, fun and energetic package. This message is as relevant today as it was in 1996…maybe more so. Bravado’s alliance with this most iconic of bands will allow both existing and new fans the long-awaited opportunity to be a part of the legacy.

“The breadth of rights granted for the first time in 2 decades gives us the vehicle to truly celebrate their legendary status.”

 Music Business Worldwide

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