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How Olivia Rodrigo Went Above and Beyond to Give Her Fans Unique ‘GUTS’ Tour Merch — Including These Posters
Olivia Rodrigo collaborated with Bravado for her 'GUTS' tour merch and created hundreds of unique items. See some of the tour posters here.
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. 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, with a literally hands-on approach to identifying opportunities — from concocting mood boards to helping create color palettes to touching fabrics to ensure T-shirt quality.
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