Meet Sony Music’s new global merch-arm: Ceremony of Roses

Do you remember when the big music companies were on a shopping spree in the merchandise world?

The Covid pandemic – and the consequent global cessation of touring – has largely put an end to it over the past two years.

But now these reels are very much in motion again: Today (January 19), Sony Music Entertainment has confirmed that they have made a strategic investment in Ceremony of Roses (CoR), a “boutique” merchandising company founded by the music and fashion entrepreneur Brad Scoffern.

In this context, SME launches a new global media, branding, design and event company that will maintain the Ceremony of Roses brand.

Sony’s merch companies around the globe are now becoming part of the new Ceremony of Roses.

SME’s New York-based Thread Shop department, which represents artists including The Beatles, Camila Cabello, Jimi Hendrix, Maluma, Led Zeppelin, Lil Nas X, P! Nk, Rosalia and more, remains a brand during the Ceremony of Roses- the banner.

According to SME, “together, the Ceremony of Roses and Thread Shop teams will jointly leverage their capabilities to drive new business opportunities around the world.”

Clearly, given that Sony Music is willing to rebrand and reorganize its entire global merch operation under the Ceremony Of Roses identity … MBW is inclined to assume that the major has acquired a controlling stake. (A spokesman for Sony Music declined to comment for this detail.)

The Ceremony of Roses was founded in 2016 by Scoffern and already works with superstars including Adele, Olivia Rodrigo, A $ AP Rocky, Baby Keem, Rex Orange County, Dominic Fike, Cordae, AG Club and more.

SMV’s new flagship global merchandising arm will be led by Scoffern and Partner / Chief Business Officer Mary Healy.

Sony says the new company will focus on a wide range of artist products and production efforts, including management and development of artist-backed brands such as Macklemore’s Bogey Boys and Kehlani’s TSNMI.

Ceremony of Roses will also continue to support festival partners Golden Voice & Live Nation and maintain a list of management clients.

Before Covid halted momentum of major record company acquisitions, there was a wave of acquisitions hit by Warner Music Group, Sony Music Group and Universal Music Group.

At the end of 2018, Warner Music Group spent $ 180 million on buying merch maker (and e-commerce store) EMP in Europe.

In 2019, Sony Music acquired the British merch company Kontraband plus the music merch division of The Araca Group, while Universal Music Group searched for one of the leading American indie merch companies, Epic Rights, and merged it into Bravado.

So in 2020, Sony Music’s The Thread Shop announced another acquisition in this area, buying the British merch company Probity.


Prior to founding the Ceremony of Roses, Scoffern was the General Manager of 4Strikes Management, working under Christian and Kelly Clancy as part of their management team for Odd Future, Tyler, the Creator, and Mac Miller.

Additionally, while at 4Strikes, he served as one of the Camp Flog Gnaw Carnival Directors and General Manager of Tyler’s Golf Wang clothing brand, a position he still holds.

Prior to joining RU, Healy served as Senior Vice President of Strategy & Growth at Scooter Braun Projects (SBP), where she led SBP’s Consumer Ventures team; a group responsible for developing talent-supported brands, including Justin Bieber’s Drewhouse.

Prior to SBP, Healy spent 10 years at Google and YouTube across a range of media and branded content features.

Photo credit: Josh Cheuse

“Brad and his team at Ceremony of Roses have proven to be an incredible creative force in the development of futuristic branding and merchandising services for artists.”

Rob Stringer, Sony Music Group

Rob Stringer, chairman of Sony Music Group, said: “Brad and his team at Ceremony of Roses have proven to be an incredible creative force in the development of futuristic branding and merchandising services for artists.

“We have been big fans of his work with Golf Wang and what Ceremony of Roses has developed for his groundbreaking list of frontline talents.

“I look forward to joining forces to bring innovative ideas and concepts to our artists as an extension of their musical talent.”

“By joining the Ceremony of Roses ‘expertise in merchandising with SMEs’ global reach, list and resources, we are ready for an exciting new chapter of growth.”

Brad Scoffern

Brad Scoffern added: “I’m very excited and really honored to work with Rob Stringer and the entire Sony Music Team. I’m excited to work with a team that shares our artist-first approach to supporting creative talent.

“By joining the Ceremony of Roses ‘merchandising expertise with SMEs’ global reach, list and resources, we are ready for an exciting new chapter of growth.

“CoR was founded with the goal of enabling and expanding authentic fan / artist connections beyond a tour tee, and through working with incredible artists and mentors, especially Tyler, Creator & Christian Clancy, I have learned the value of fan engagement and the unique role merchandise and branding play in this relationship.

“I look forward to helping the artists we work with build on the amazing advances that are happening in space today, to deliver incredible experiences and products across all contact points with their fanbase, no matter where they are. , or how they buy. “


In May 2021, Rob Stringer, who spoke to Sony Corporation’s Investor Relations (IR), said Sony had spent $ 1.4 billion. USD on music purchases in the previous six months and planned to spend more.

“We have acquired merchandising companies in all markets of the world,” Stringer said. “We’ve bought management companies recently in Germany and Mexico. Our eyes are on the world … wherever we think there’s a deal that improves our ecosystem, we’ll be there.”Music business worldwide

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