How Tmall Global Is Connecting Recording Artists To Fans Around The World

Fan engagement is becoming increasingly important to music artists, especially now that the ongoing pandemic has paused in-person music events and tours. Exclusive merchandise and collaborations, which already proved to be powerful before lockdown, are growing even more popular now among big-name international performers who recognize the value in strengthening their brands. 

Universal Music Group’s Bravado division, through a new, ongoing partnership with Alibaba Group
BABA
, is supporting the movement by bringing star-studded products and exclusive deals to shoppers via its new store on Tmall Global, China’s largest business-to-consumer, cross-border online marketplace. Bob Marley, Taylor Swift, Tupac, Guns N’ Roses and The Rolling Stones are all highlighted in the collaboration that is helping expand virtual artist-fan relationships around the world.

“This partnership is the start of a new trend that will positively impact the music industry and give iconic artists a new way to connect with their hundreds of millions of fans in China,” says Emma Lee, head of fashion for Tmall Global and Kaola at Alibaba Group. “This is just the beginning and we are thrilled to help iconic artists expand their fan reach and interactivity through the Bravado Tmall flagship and Alibaba’s other technology and entertainment channels.”

Under the partnership, Swift leveraged Bravado’s global merchandising and brand management division to bring exclusive merchandise for her recent Folklore album to China for the first time last month. The artist debuted her new collection on the marketplace during Alibaba’s 11.11 Global Shopping Festival, making the products available to Chinese consumers two weeks before shoppers around the rest of the globe. 

Additional collections by other artists are also available through the Tmall Global store as well as Alibaba Group’s Hey Box marketing channel. The store plans to showcase a different artist each month and unveil related premium merchandise and bespoke designer collaborations, many which coincide with album releases, tours, classic catalogues and other product innovations. 

There is no limit to how many recording artists can join the store, designed to serve as a one-stop shopping destination for music and artist culture in China. The big name acts highlighted during launch, particularly Swift were well positioned to be successful, given their legions of global fans who already coveted their other collaborations. 

Lee explains that the partnership formed as a result of recording artists from all over the world sending inquiries seeking support with reaching more fans, especially through merchandise. Her team, which was already in talks with Bravado’s parent company Universal Music Group about a  number of other collaborations, quickly realized that it was the ideal time to launch a Bravado flagship store on Tmall Global. Now the cross-border, business-to-consumer marketplace offering iconic artists a new way to engage with hundreds of millions of consumers in China. 

“With concerts, tours and live events being postponed this year due to the pandemic, we knew a partnership like this would give artists a great new way to connect with their fans immediately and in the future,” Lee adds. “Our goal is to become the go-to place for Chinese consumers to be able to connect with their recording artist idols and find those artists’ merchandise, collaborations, fashion, art and music releases easily.”

Since no two music artists have exactly the same goals, Lee is confident that the new merch arena will offer something unique to every creator. Some performers might choose to offer merchandise or designer collaborations through the Bravado Tmall store that are not available anywhere else in the region. Others might simply leverage the space to take their fan experience down a new path, deepening fan engagement along the way.

Bravado GM and CFO John Habbouch said, “At Bravado our mission is to amplify artist initiatives and create moments and experiences beyond music. This partnership with Tmall Global, in conjunction with our colleagues at Universal Music China, will provide both international and domestic artists with opportunities to engage more deeply with fans in China, and to continue to reach new consumers and audiences around the world.”

According to Lee, Universal Music China and Bravado also plan to work closely with Tmall Global and Alibaba’s ecosystems to expand opportunities for fan reach and interactivity through technology and entertainment channels. While no substitute for live performances, the new alliance will help artists leverage merchandise as a platform to elevate their brands and spur new relationships with fans in the form of full lifestyle experiences encompassing fashion, art and design collaborations alongside music projects.