The Thread Shop, the merchandising division of Sony Music Entertainment, has signed a deal with Authentic Hendrix LLC and Experience Hendrix L.L.C. for the rights to design, develop and distribute exclusive Jimi Hendrix merchandise worldwide.
The agreement follows The Thread Shop’s deal signed at the start of the month to develop new merchandise, licensing, retail and e-commerce opportunities for The Beatles in North America.
The Thread Shop will work closely with Authentic Hendrix and Experience Hendrix to create ‘unique’ merchandise, including clothing, accessories and collectibles in a new Hendrix-specific product line available through a variety of purchasing platforms, including pop-ups, brick & mortar retail, and online stores.
The new offering marks the first time Jimi Hendrix’s legendary music, audiovisual releases, and authorized merchandise will be available in one place.
In 2009, Sony Music, Authentic Hendrix and Experience Hendrix entered into a licensing partnership encompassing the ongoing curation and distribution of the Jimi Hendrix music catalog and archives, making the artist’s music and film materials available to fans around the world across all media formats and platforms.
Legacy Recordings, Sony Music’s catalog division, and Experience Hendrix have released a range of Hendrix titles under the agreement, including definitive editions of the Jimi Hendrix Experience canon.
With the new merchandising partnership, The Thread Shop will coordinate with Legacy Recordings on integrated merchandising and music opportunities.
“We placed Jimi in good hands with Sony Music, so we are more than comfortable with expanding our relationship to merchandise.”
Janie Hendrix
Janie Hendrix, CEO/President, Experience Hendrix and Authentic Hendrix, said: “It was a natural progression for us, really, and what you could call organic.
“We placed Jimi in good hands with Sony Music, so we are more than comfortable with expanding our relationship to merchandise.
“Jimi’s persona encompassed more than music. He had a sense of style that we want to continue to present to the world…boldly and vividly.
“We’re confident The Thread Shop will carry out the next level concepts we envision. Jimi was and is larger than life, in our eyes. With the list of artistic greats the Thread Shop represents, Jimi will be at home among giants.”
“With such a legendary and timeless artist, we will honor Jimi and his music with tremendous respect and enthusiasm that will result in amazing merch that honors his legacy.”
Howard Lau, The Thread Shop
Said Howard Lau, Senior Vice President/Head of The Thread Shop, added: “We are incredibly excited and proud to be working with Janie and her team on Jimi’s merchandise.
“With such a legendary and timeless artist, we will honor Jimi and his music with tremendous respect and enthusiasm that will result in amazing merch that honors his legacy.”
Jimi Hendrix joins The Thread Shop’s powerhouse roster of classic and contemporary music icons, which includes A$AP Ferg, the Beatles, Camila Cabello, Bob Dylan, Joan Jett, Led Zeppelin, Maluma, P!nk and many others.
Music Business Worldwide