Universal Music Group has appointed Matt Young as president of merch division Bravado.
According to the announcement, Young brings to Bravado more than 20 years of music industry experience in building brands and artist services, with a focus on merchandising, e-commerce, retail, consumer product licensing, ticketing and customer relationship management.
Based at Bravado’s New York offices, Young will report to Richelle Parham, president of global e-commerce and business development.
Richelle Parham said: “Matt has the leadership and vision to complement Bravado’s stellar track record of innovation and success. In his role, Matt will be a critical element of the ecosystem we have built to deliver unparalleled consumer-driven e-commerce, as well as ensure our artists are reaching their fans and new audiences around the world with exciting products and experiences.”
Matt Young said: “I’m stoked to lead Bravado at this pivotal time and to build on the company’s reputation as the leader in our industry. Bravado is known for creating innovative new opportunities for artists to meaningfully connect with their fans, both directly, on tour and through some of the most prominent retailers in the world. With Richelle and her team, Bravado will work closely with our roster of artists, as well as UMG’s labels, territories and operating companies to take UMG’s direct-to-consumer and merchandise strategy to an even greater level of success.”
Young joins Bravado from Warner Music Group, where he worked for 13 years in developing consumer engagement, marketing execution and revenue generation for the company’s artists.
Before Warner Music, he worked at Bandmerch, where he held the roles of general manager of the New York office, and head of retail and A&R, and earlier as VP of sales at Blue Grape Merchandise.