{"id":107611,"date":"2024-10-24T12:06:57","date_gmt":"2024-10-24T16:06:57","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2024\/10\/24\/how-olivia-rodrigo-went-above-and-beyond-to-give-her-fans-unique-guts-tour-merch-including-these-posters-2\/"},"modified":"2024-10-24T12:06:57","modified_gmt":"2024-10-24T16:06:57","slug":"how-olivia-rodrigo-went-above-and-beyond-to-give-her-fans-unique-guts-tour-merch-including-these-posters-2","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2024\/10\/24\/how-olivia-rodrigo-went-above-and-beyond-to-give-her-fans-unique-guts-tour-merch-including-these-posters-2\/","title":{"rendered":"How Olivia Rodrigo Went Above and Beyond to Give Her Fans Unique \u2018GUTS\u2019 Tour Merch \u2014 Including These\u00a0Posters"},"content":{"rendered":"

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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\u2019s merch and brand management company. But for Olivia Rodrigo<\/a>\u2019s GUTS<\/em> campaign, he says, \u201cI think we\u2019ve done at least 375 unique pieces of art.\u201d<\/p>\n

Rodrigo\u2019s singular vision for her first arena tour extended to the products sold at its kiosks. 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 \u201cfelt cohesive to the greater GUTS<\/em> world,\u201d says Michelle An, Interscope Geffen A&M president\/head of creative strategy.<\/p>\n

The number of items kept ballooning as Rodrigo leaned into the creative process, with a literally hands-on approach to identifying opportunities \u2014 from concocting mood boards to helping create color palettes to touching fabrics to ensure T-shirt quality. \u201cThis was Olivia saying, \u2018I think this could be more. How do we do it?\u2019\u00a0\u201d Young recalls.<\/p>\n

Some highlights of Rodrigo\u2019s GUTS<\/em> merch line include unique jewelry (silver crescent moon rings and star necklaces, a nod to the tour\u2019s set design), a butterfly design on tote bags and pool floats, an elastic bandage tin to store \u201cvampire\u201d-ready Band-Aids and, ahead of Netflix\u2019s Oct.\u00a029 release of her tour film, a set of five GUTS<\/em> popcorn boxes, perfect for a premiere-night group hang. Along with the souvenirs that are now widely available at Rodrigo\u2019s online shop, Young also points out that her various retail partners, ranging from global fashion chains to suburban Targets, also featured their own exclusive items: \u201cThe Zara in Europe has to have something different than the Hot Topic in the U.S.\u201d<\/p>\n

And just as Rodrigo ended each show sporting a tank top with a cheeky message customized for each city, every GUTS<\/em> tour stop with multiple shows offered customized merch, including city-\u00adspecific T-shirts and unique concert artwork designed in conjunction with local female artists. Rodrigo and Bravado approached the posters (shown below) as the ultimate collectible item \u2014 and once word got out about them early in the live run, fans started arriving to shows hours early to hit the merch booth.<\/p>\n

\u201cIs it logistically challenging? Sometimes, yes,\u201d Young admits. \u201cBut it\u2019s offset by the passion. You\u2019re helping build a relationship with a fan in a way that they can\u2019t really get anywhere else.\u201d<\/p>\n

This story appears in the Oct. 26, 2024, issue of\u00a0<\/em>Billboard.<\/p>\n<\/div>\n<\/div>\n

Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2019s merch and brand management company. But for Olivia Rodrigo\u2019s GUTS campaign, he says, \u201cI think we\u2019ve done at least 375 unique […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-107611","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/107611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=107611"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/107611\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=107611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=107611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=107611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}