The TLL Interview with Keith Tapperell, Bravado’s Vice-President of Licensing
By Gary Symons
TLL Editor in Chief
If there’s one person in the licensing world who ignites jealousy in my soul, and whose job I would steal in a heartbeat, it’s Keith Tapperell, the VP of Licensing at Bravado.
In that position, Tapperell (pictured above) works with the top music artists in the world, from legends like the Rolling Stones to the hottest new artists like Billie Eilish, and the work he does sits right at the blazing hot intersection between the artist and the artist’s fans.
I’ve always loved music, and as a (much) younger man I played as a drummer in a series of bands, ranging from blues to pop to punk rock, but surprisingly, I didn’t become the next Phil Collins. These days, I’m happily writing about licensing, still playing drums and running an open mic at my favorite pub.
But it ain’t the Rolling Stones.
Naturally, since I’m sneakily angling for his job, I wanted to know more about Bravado, and how the agency has become the best known agency in the world for music merchandise and collaborations, as part of the Universal Music Group.
We got together for an interview, which didn’t help my evil takeover scheme at all, but did show me how and why Bravado has soared in the music and merch marketplace.
TLL: “Bravado has undertaken a restructuring to improve service to artists, and also to better globalize the business. How do you see this move helping artists particularly in the licensed merch business, and how do you see Bravado growing its business internationally?”
Keith Tapperell: “Any changes made at Bravado have been made to ensure that we have the correct resources in the right places. To support both our artists and their fans. Focusing on growth. Growing our business internationally, adding to our already established scope here. Growing our business across multiple distribution and touchpoints with the consumer in physical and digital spaces. And growing the potential that we have, to further enhance the experience the fan has, and connectivity with the artist.
“To support our artists we have clear focus within licensing on a category offence, one that covers the fundamentals of core product within licensing. Using this as a base, exploring and widening opportunities into new spaces and product types. Positioning the aspirational on top of the foundational, so that our artists show up at all levels of retail segmentation. This is supported by a great team of global and international colleagues that are positioned in our UMG offices in all regions and markets to drive global strategy at a local level.
TLL: Your own role has changed, and of course from the licensing industry’s perspective, you’re now the point man for collaborations. How do you see your role and your work evolving over the coming months and years?
Keith Tapperell: I truly believe that Bravado has been and continues to be the point company and team in the music space for collaborations. We have a rich history of working with the best brands and companies and aligning these with our artists, from Funko to The Royal Mint, from Palace Skateboards to Steiff Bears, from Monopoly to Pleasures , from Supreme to Bearbrick, and so many more valued brands and companies.
We believe in a partnership model approach. I want to have 20 conversations with one brand on multiple aligned opportunities, not one conversation with 20 brands on a solo project, and then be gone. We want to build relationships. We want to understand the needs of our partners, support them in aligning with our artists and collectively bring amazing programs to life; frequently and consistently.
TLL: What are your top priorities for Bravado’s licensing program right now?
Keith Tapperell: I have three clear priorities that are the drivers on everything that we are, focused on both now and the long term; to support artists and fans and grow that bond; to maintain and build relationships with our brand partners; and to tell stories.
Three priorities that are clear, concise and aligned cross functionally within Bravado.
The connection that our artists have with our fans is truly special. It’s emotive and we take this and look to manifest it in a physical form or experience. Ultimately, deliver the expected and unexpected and driving the link.
I believe we are stronger as a group by working closely with our partners, to align opportunities and take these to market together for an enhanced end result.
Adding meaning to all that we do is important to us. Driving engagement and showing respect to both the artist and their very knowledgeable fan bases by representing them in a compelling and correct way, by driving a narrative around the products and projects we work on.
TLL: Can you give me a description of what Bravado does for its artists in terms of merchandise retailing, licensing, etc.? Sort of a synopsis of who you are and what you do?
Keith Tapperell: We offer a suite of services that has, at its core, capabilities to cover all our artists brand and merchandise needs. We can cover their e-com (e-commerce); host, design, develop, sell; and speak to their fans.
We can deliver their Tour Merch ranges, with best in class creative and production, and all this on a truly global scale. We can place them in key retailers through directly selling with dedicated internal sales teams that work closely with retailers at all levels of distribution. And we can add to this through licensed programs covering all key product categories.
TLL: We’re particularly interested in what we’re seeing with virtual concerts in the metaverse, and how those have translated into multi-million dollar sales of virtual merchandise on platforms like Roblox or Fortnite. Can you tell me what Bravado is doing in this arena? How are you feeling about the potential for metaverse licensing?
Keith Tapperell: We have to look at all places and spaces where the fan is present.
We have already worked and have experience in the metaverse; examples such as Jamiroquai with our partners at Sandbox, and with artists such as Ariana Grande in Fortnite.
We invest time and resources to look to see how we continue on this journey and work with key players here. Currently we have multiple live conversations within this space to ensure we remain knowledgeable and bring experiences to life.
TLL: So, you’re heading global licensing for rock ’n’ roll bands. First of all, jealous, but secondly, what’s the best part of your job? What is it that makes you want to do this every day?
Keith Tapperell: Can I make you a little bit more jealous? rock n’ roll yes, but also rap, pop, country, Latin artists and bands. We proudly cover so many genres of music.
Passion drives everything I do. And the passion I have for music and brands, to align these and work with talented internal and external teams to bring to life projects that wouldn’t be able to be made possible in isolation.
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TLL: That definitely increased my jealousy level. Thanks for that! Can you tell me about any collaborations that you enjoyed the most, or thought was the most innovative or interesting?
Keith Tapperell: This one is like answering what your favorite album or gig is, impossible. So many to choose from, how to narrow it down? So, I’m going to go with the most recent as it’s fresh in mind.
We worked closely with the incredible creative minds of Brain Dead Studios, an LA-based fashion and streetwear collective. We launched a capsule merchandise range of products to celebrate The Rolling Stones’ current North American Tour at their two LA shows. This product was made available at both LA shows, at Brain Dead’s space on Fairfax, and on The Stones ecom site as well as our physical RS No.9 London and Tokyo stores.
As I was leaving at the end of the first LA show on July 10, with the mass of fans who had just witnessed yet another incredible concert, I saw a fan who was of an age where this could have well been his fourth decade of attending Stones gigs. I then saw a fan of a younger age where this may well have been his first Stones gig. They were both wearing the same Rolling Stones x Brain Dead hoodie they had just bought at the merch stand.
Through this simple act we aligned generations, introduced Stones fans to Brain Dead, and cemented the younger generation of Brain Dead fans by furthering their connection with the Stones.
This one moment, in my mind, perfectly showed our ‘artist plus fans’ mantra.
TLL: If I was a top artist, instead of a drummer playing at the local bar, what would be your pitch to get me to join the team at Universal Music Group and Bravado?
Keith Tapperell: The power of the group is stronger than the individual. As an artist, when you join the UMG family, you are supported from day one. At Bravado we work internally as one team and closely with our UMG partners to ensure this is the case.
One example here is that we have a team of internal Record Label Liaisons, in our key UMG Global offices in New York, Los Angeles and London. They are our Bravado conduit to the Music and Label side of UMG. They work hand in hand on key artist initiatives to ensure we are both informed and inform, and bringing cohesive programs to market in partnership with the artist.
TLL: Sounds good, where do I sign? Conversely, for licensees, what would you tell them about the benefits of working with Bravado and your artists?
Keith Tapperell: We have an enviable roster of artists, with width and depth, and we work in lockstep to matchmake the best brands with the best artists, in a relevant and natural way. Not forced, but curated.
The music space moves and responds differently than, say, other licensing areas that have potential to have a longer road map.
Bravado understands licensing. Bravado understands brands. And Bravado lives music. We have a team of talented individuals who can traverse all these areas.
We are also inclusive, not exclusive, in our mindset. We look to solve, to support and offer value at each and every step.
We have teams and individuals that have vast experience, using that to the advantage of our licensee partners. To aid them in navigating the music business and in delivering optimal programs.
TLL: Do you have bands and artists you’re working with this year that are your top priority right now, and if so, who are they, and why the focus on them this year? For example, concert tours, anniversaries?
Keith Tapperell: I really wouldn’t want to miss any out, as we ensure that we represent all artists on our roster. I can provide a highlight and a snapshot of just some of the artists and key focuses at present.
Within Icon Artists, Aerosmith are touring North America, and that activity continues to keep them to the fore.
The Beach Boys brought out a television documentary, further strengthening their bond with their fans.
Bob Marley has a Las Vegas experience opening at the end of the year.
Bon Jovi released new music in June, and as a newer artist to our roster we are working across distribution levels on many projects.
The Rolling Stones are completing their successful North American Tour, bringing 60-plus years of music to their fans.
For other genres country is a focus, as this gains further widespread appeal in the North American market.
Morgan Wallen, Willie Nelson and Shania Twain are all very relevant and have very receptive fan bases. All are touring, and Shania was just wowing Glastonbury.
Rap remains a constant. Within Icons we have many artists who are celebrating anniversaries such as Beastie Boys, De La Soul, Nas, Public Enemy and Run DMC, all providing us with a rich history and compelling assets to aid story telling.
Contemporary continues to deliver for the younger audience. We support artist activity and focus on moments to make noise in local markets that resonate globally.
Examples here are 21 Savage and his collaboration with Corteiz, or Ice Spice and her collaboration with Billionaire Boys Club, bringing this to life in Selfridges London with an appearance by Ice Spice herself.
We focus and support activity with these artists on and around tours and festival appearances, and also on music releases, such as when Billie Eilish released her latest album, working with partners such as Complex, Hot Topic and Target.
TLL: Finally, if there is one message that you would like people to take away from this article, what is it?
Keith Tapperell: The emotiveness of and the feelings that music can instil is truly powerful. Whether you are at a gig with 50,000 people, whether you are in a bar or a store with a few friends, whether you are at home and online listening to a playlist, there is a connection.
If you don’t have music as a direct association within your business and utilizing the strength and power of music, you could well be missing out. If you want to understand how music can benefit and become a key component of your business, call Bravado and come partner with us.
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