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AEG’s BandMerch announces Who deal

By | Published on Wednesday 29 August 2012

AEG Live

AEG Live’s merchandising firm BandMerch has announced a long-term worldwide deal with The Who, which will see the company handle merchandise for the band as they embark on a new AEG-promoted Quadrophenia tour this autumn, ahead of the 40th anniversary of the band’s iconic rock opera next year.

BandMerch will work with the band in various ways under the new deal, providing e-commerce solutions and managing the band’s own website, as well as handling tour merch sales, and forging and managing various retail partnerships. BandMerch say that, unusually for merchandising deals, this is a long-term partnership that could run for the rest of the band’s career.

The Who previously had a merchandise partnership with the merchandising business of AEG’s main competitor Live Nation; but with AEG also promoting The Who’s upcoming tour, the band’s live and merchandising activities can now presumably be much more closely integrated.