Uni­ver­sal Mu­sic Launches Of­fi­cial Mer­chan­dise for More Rev­enues

The Economic Times - - Business Of Brands - Gau­rav.Laghate@ times­group.com

Mum­bai: Fans of in­ter­na­tional singers/ per­form­ers like Bob Mar­ley, Justin Bieber, Lady Gaga or bands like The Rolling Stones, Queen and Guns N Roses can now buy the of­fi­cial and qual­ity mer­chan­dise fea­tur­ing their favourite artists.

Uni­ver­sal Mu­sic In­dia (UMI), part of Uni­ver­sal Mu­sic Group (UMG), which owns the largest li­brary of in­ter­na­tional mu­sic, is open­ing up a new rev­enue stream in In­dia with launch of its en­tire mu­sic mer­chan­dise col­lec­tion in the country. While the com­pany al­ready has a pres­ence in mu­sic la­bel, live mu­sic and branded so­lu­tions, its mer­chan­dis­ing was so far re­stricted to ap­par­els, like T-shirts. More­over, the big pi­rated or knock-off mar­ket never al­lowed the mer­chan­dise busi­ness to grow. “We had launched mer­chan­dise (tshirts) three years back here in In­dia, but the prob­lem is that pretty much every­thing pi­rated is avail­able at cheaper cost,” Devraj Sanyal, MD and CEO, Uni­ver­sal Mu­sic Group, South Asia told ET. He, how­ever, added that now the com­pany is try­ing to bring in price par­ity, so that the of­fi­cial and high-qual­ity prod­ucts will be avail­able at af­ford­able price.

“We have seen that while In­dia re­mains a price sen­si­tive mar­ket, peo­ple are open­ing up to the idea of pay­ing for the pre­mium ex­pe­ri­ence. Es­pe­cially our tar­get au­di­ence, 18-35 year old, wants to be seen as cool. They are the ones who would want a Rolling Stone or Guns N Roses phones or lap­top cov­ers and more,” Sanyal said. The prod­uct range launched in­cludes ap­parel, home ac­ces­sories (coast­ers, cush­ion cov­ers, mugs and mag­nets), tech ac­ces­sories, and posters and can­vas prints.

Soon to be launched prod­uct ranges in­clude caps, belts, eye wear, box­ers and flip flops.

The prod­ucts will span across a wide range of artists and bands in­clud­ing con­tem­po­rary stars like Justin Bieber, Katy Perry, Lady Gaga, Eminem, 5 Sec­onds Of Sum­mer, Imag­ine Dragons, Lil Wayne, Swedish House Mafia, Axwell to some of the great­est `clas­sic’ artists / bands like The Rolling Stones, The Doors, Bob Mar­ley, Queen, Guns N Roses, Mark Knopfler, Jimi Hen­drix, Black Sab­bath, John Coltrane and Green Day.

Uni­ver­sal Mu­sic In­dia will be the only record la­bel in the country to launch its own of­fi­cial in­ter­na­tional mu­sic mer­chan­dis­ing line.

The com­pany has kept pric­ing of tshirts be­tween .₹ 599 – 899, fleeces and hood­ies –un­der .₹ 1799 and other ac­ces­sories be­tween .₹ 249 to .₹ 2,999.

The prod­ucts are now avail­able across plat­forms like Ama­zon, Jabong, Flip­kart, Vox­pop, Cilory, Myn­tra and re­tail stores like Land­mark, Life­style, Cross­word and Cen­tral.

Uni­ver­sal Mu­sic’s brand mer­chan­dis­ing was re­stricted so far to ap­parel

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