POSTER GIRL

Collaborating with Bravado, Rodrigo went above and beyond with her unique GUTS tour merch

J.L.

IN 2024, THE AVERAGE merchandise campaign consists of 50 pieces of artwork that can easily be adapted for use on varied tour and direct-to-consumer items, says Matt Young, president of Bravado, Universal Music Group’s merch and brand management company. But for Olivia Rodrigo’s GUTS campaign, he says, “I think we’ve done at least 375 unique pieces of art.” Rodrigo’s singular vision for her first arena tour extended to the products sold at its kiosks. As the album rollout and tour details came together last year, the pop star coordinated with management, Bravado and label partners to ensure that each piece of merch “felt cohesive to the greater GUTS world,” says Michelle An, Interscope Geffen A&M president/head of creative strategy. The number of items kept ballooning as Rodrigo leaned into the creative process,…

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Billboard (Digital) - 1 Issue, October 26, 2024

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