Universal’s Bravado enters global business partnership with Spice Girls

The Spice Girls and Universal Music Group (UMG) have entered into an exclusive global partnership through UMG’s Bravado merchandise division.

The expansive, multi-year contract will see Bravado represent the group through merchandising, product and direct-to-consumer campaigns, touring, licensing and brand and retail distribution, ahead of the 25th anniversary of their debut album. Spice up in October.

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

Spice Girls and Universal Music Group launch expanded anniversary SPICES 25 album, featuring unreleased songs, demos and mixes on October 29, 2021, almost exactly 25 years after their debut album was released on November 4, 1996 on Virgin Records.

After their first single in 1996 Want to topped the charts in 37 countries, Spice Girls debut album Spice up has sold over 31 million copies worldwide, becoming the best-selling album of all time by a girl group.

The group has sold over 90 million records worldwide, released three studio albums and 11 singles and won numerous awards, including a BRIT Award for their outstanding contribution to British music.

“We are delighted to be working with Bravado again, especially in this 25th anniversary year, and we look forward to working with the team. “

Spice girls

Spice Girls said: “We are delighted to be working with Bravado again, especially in this 25th anniversary year and we look forward to working with the team.”

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

Richelle Parham, Universal Music Group

Richelle Parham, President of Global Ecommerce and Business Development for Universal Music Group, said: “We are delighted to partner with the Spice Girls, create exciting new product lines and expand the group’s connection directly with their loyal Superfans.

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

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

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

Rachel Redfearn, Bravado

Rachel Redfearn, VP A&R and Brand Management, Bravado, added: “The impact of the Spice Girls on popular culture cannot be overstated. They are synonymous with positivity, inclusion, bravery and diversity.

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

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

Music trade around the world

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