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Warner buys merch firm EMP Merchandising

By | Published on Tuesday 18 September 2018

Warner Music

Warner Music is boosting its credentials in the merchandise space by acquiring German merch firm EMP Merchandising. The mini-major is buying the company off New York-based private equity outfit Sycamore Partners. It will become part of Warner’s services division WEA, though will continue to be led by its CEO Ernst Trapp and CFO Jan Fischer.

Confirming the buy, Warner’s CEO of International & Global Commercial Services Recorded Music, Stu Bergen, said: “EMP has built a powerful lifestyle destination that will be a perfect complement to our global artist development and marketing strategies. Their music-led expertise will give us great insight into what audiences love and what they want, and at the same time open up exciting new opportunities for our artists. We look forward to bringing Ernst, Jan, and everyone at EMP into WMG’s growing family of brands”.

EMP boss Trapp added: “It’s always been our goal to create the most authentic, exclusive products. Our team is made up of devoted fans who are curating the music, themes, and lifestyle brands that they know fellow fans will embrace. By joining WMG, we will be able to expand our international reach, explore new genres, reach new audiences, and take fan experience to a whole new level”.

Among the artists EMP works with are the likes of Twenty One Pilots, Panic! At The Disco, Metallica, Motörhead, Guns n Roses, Nirvana, Pink Floyd and AC/DC. They also work with various other entertainment, sporting and fashion brands.