Universal Music Group’s merch company Bravado unveils new leadership structure

Universal Music Group’s merchandise and brand management company, Bravado has announced new leadership appointments across all departments.

UMG says that the new leadership structure “aims to super-serve Bravado’s roster of artists and brands and to continue to support the ever-growing company”.

Universal’s ‘Merchandising and Other’ revenue segment grew 17.9% YoY at constant currency to €706 million ($763.397m) in FY 2023.

The new leadership structure includes the appointment of Colin McIntosh as Chief Financial Officer as well as the promotion of Ashley Fogerty, who now oversees Business Affairs.

Bill Ashton has also been promoted to SVP of Commerce, while Brian Schechter now oversees Brand Management.

Keith Taperell now oversees licensing and Stacie Swanson now holds the newly created role of VP, Artist Strategy.

“Over the past couple of years, we have worked to create an organization that better serves the needs of our global roster.”

Matt Young, Bravado 

Commenting on the appointments and promotions, Bravado’s global President, Matt Young, said: “Over the past couple of years, we have worked to create an organization that better serves the needs of our global roster.

“Helping artists connect with fans around the world will always be our driving force, and I’m excited to announce this new leadership, who will ensure that artists’ visions are brought to life.”

The following executives report to Matt Young:

Alyssa Tobias has been promoted to Senior Vice President, Head of Creative Services. Most recently, Tobias served as VP, Head of Creative Services, and prior to Bravado, Tobias held the position of SVP, Creative at Live Nation Merchandise, where she built and oversaw creative development and design for their roster. Tobias is based in Los Angeles.

Ashley Fogerty has been promoted to Senior Vice President of Business Affairs. In her role, Fogerty will focus on external business development while providing legal leadership for the company’s global business. She will work across artist teams, retail, e-commerce and UMG’s brands and labels. Fogerty left private practice to join Epic Rights in 2016. Fogerty is also based in Los Angeles.

Bill Ashton has been promoted to Senior Vice President of Commerce. According to UMG, he will focus on “driving revenue and innovation” through tours, retail, VIP, licensing, D2C, and Harley-Davidson.

Ashton will also continue to oversee the company’s A&R division as well as drive new commercial and creative opportunities for Bravado’s roster of artists and brands. Ashton is based in New York.

Brian Schechter has been promoted to Senior Vice President, Head of Brand Management. Schechter joined Bravado as Vice President, Label Liaison. In his new role, Schechter will lead the brand management team and continue to support artists’ teams across the company. Schechter is based in Los Angeles.

Colin McIntosh has been named Chief Financial Officer. McIntosh joins Bravado from REVOLT Media, where he led growth of the leading black-owned and operated multimedia platform as COO and CFO. McIntosh is based in New York.

David Boyne is Managing Director of Bravado, UK. Over his fourteen-year tenure at the company, Boyne has worked to grow Bravado’s presence in the UK, including the launch of the roster’s only brick-and-mortar store, The Rolling Stones’ RS No. 9 Carnaby.

According to UMG, under his leadership, Bravado’s UK divisions, including sales, A&R, supply chain, creative and finance, have all continued to develop and grow with the company’s global roster.

Stacie Swanson has been promoted to Vice President of Artist Strategy. In this newly created role, Swanson will super serve a select list of artists. Swanson specializes in maximizing commercial and creative opportunities for artists. She will continue to work with artists including Tupac and Morgan Wallen. Swanson is based in Nashville.

Rachel Redfearn continues to lead the UK’s A&R and brand management and label liaison teams as Senior Vice President UK A&R, Brand Management & Label Liaison. Prior to joining Bravado, Redfearn was at The Merchandise Company (TMC) where she set up TMC’s European division, managing an office out of London. Redfearn is based in London.

The following executives report to Bill Ashton:

Briana Farrell has been promoted to Vice President of US Retail. Farrell joined Bravado in 2011 and most recently held the position as Senior Director of US Retail Sales at Bravado. Farrell is based in New York.

Keith Taperell has been promoted to Vice President of Licensing. Most recently, Taperell was VP of Global Brand Partnerships and Energy Marketing in a newly created role at Bravado. Taperell is London based.Music Business Worldwide