LOS ANGELES (CelebrityAccess MediaWire) — Live Nation has acquired a majority stake in TRUNK LTD, an authentic lifestyle merchandising company with more than 60 exclusive licenses with many major music acts including AC/DC, Aerosmith, The Beatles, Blondie, Jimi Hendrix, Pink Floyd, Grateful Dead, The Doors, The Rolling Stones, Motley Crue and David Bowie. The acquisition represents the entrance of Live Nation into the artist-merchandising arena.
Founded in 2003 and led by CEO and Creative Director Brad Beckerman, TRUNK LTD has become one of the most recognized and well-respected music inspired brands by artists and consumers alike. Beckerman will remain in control of TRUNK LTD on an aggressive growth strategy, while utilizing Live Nation’s resources to expand its distribution beyond traditional retail outlets into Live Nation venues by creating Limited Edition products only available on tour.
“We produce more than 29,500 Live Nation shows per year around the world. Artist merchandise is a natural business to enter as we look to move into adjacent business lines that complement our core concert and venue business,” said Live Nation Chief Executive Officer Michael Rapino. “TRUNK is unique because they have distinguished themselves with incomparable design and quality.”
“Live Nation and TRUNK LTD share the same core consumer. Our partnership gives both of our companies the ability to enhance each other’s brand,” said Mr. Beckerman. “Music is the language of emotion; together Live Nation and TRUNK LTD will further enhance the emotional connection between the artist and fan by extending the live experience beyond the show.”
Mr. Beckerman has been named President and Chief Creative Officer of Merchandising at Live Nation, where he will join the executive team to develop merchandise, venue retailing and branding strategies.
Prior to founding TRUNK LTD, Mr. Beckerman served as President and Chief Executive Officer of Groove Track Productions, an entertainment and brand development company that created specialized merchandising programs for Fortune 500 companies and global fashion brands, as well as consumer product companies. Previously, he was General Manager of STARTER Corporation, a $500 million licensed sportswear company. Mr. Beckerman is a graduate of the University of Florida. –by CelebrityAccess Staff Writers