London-based licensing and brand development company, Rocket Licensing struck a deal to manage licensing efforts in the UK and other European countries for The 50th Anniversary of Hip-Hop campaign. Designed to honor the pioneering artists of the 1970s and uplift communities from Hip-Hop’s roots, the campaign is set to feature numerous live events, concerts, and collaborations. Master agent The Brand Liaison will support the campaign from the U.S.

“It’s a great honor to be part of a campaign that celebrates one of the most influential cultural and musical movements of the past half-century,” says Steven Heller, President and Founder of The Brand Liaison. “We’re sure that The 50th Anniversary of Hip-Hop will capture the imagination of millions.”

https://youtu.be/V3ndXCbEgFA

Bioworld International is the first UK licensee for the campaign, with plans for a collection of daywear, nightwear, and accessories for all ages. 

Potential product category extensions for the campaign include apparel, footwear, headwear, sunglasses, records, stationery, tech accessories, gifts, games, toys, and novelty items.

Hip-hop legends, the Furious 5 | Source: Rocket Licensing

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As part of the festivities, the For the Culture Fund was created in an effort to improve the communities that birthed the music genre, with an initial goal of $250 million and grants issued to 50 U.S. organizations. The 50th Anniversary of Hip-Hop is partnering with Carver Federal Savings Bank to house the fund, as well as NGO Beats Rhymes & Relief.

The birth of hip-hop is widely recognized as having taken place on Aug. 11, 1973.

About the author

Omar Letson

Omar Letson

Omar is an editorial intern at Adventure Media & Events, writing content for The Pop Insider, The Toy Insider, and The Toy Book. Attending the Savannah College of Art and Design, he plans to pursue a career in magazine journalism. Previously, Omar interned for entertainment news website TV-Tea and for Spitfire Strategies, a public interest communications firm. His favorite TV shows are RuPaul’s Drag Race, Absolutely Fabulous, and WandaVision.

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