FOR UMG, THE BRAND PLAYS ON

Universal Music Group is jumping into the artist-brand business with Authentic Brands Group, home to Elvis, Marilyn and “The Greatest.”

ABG owns a portfolio of more than 30 media, entertainment and lifestyle brands. It creates and activates marketing strategies for, among others, Muhammad Ali, Forever 21 and Juicy Couture, in addition to Monroe and Presley.

UMG and ABG will work to expand the legacies and cultural impact of artists around the world, strategically marketing and positioning them across a wide range of consumer-facing opportunities. Working with artists, their representatives and legal heirs, names and likenesses will be used to drive opportunities in merchandise, memorabilia, licensing, brand experiences and media and entertainment.

“UMG and ABG have strong track records as powerful stewards of artist and celebrity brands,” said UMG chieftain Sir Lucian Grainge. “Through this initiative, we will invest in name and likeness rights to create unique opportunities for artists with the goal of greatly expanding their cultural and commercial impact.”

Added ABG Founder and Chairman/CEO Jamie Salter, “Together, UMG and ABG will work strategically to preserve the legacies of history’s greatest artists.”