Rocket Licensing, the global licensing and brand development company, has been appointed to manage licensing in the UK and other countries in Europe for The 50th Anniversary of Hip Hop, an innovative campaign that honours the legends and communities that birthed the cultural movement in 1973.
Determined to build a permanent bridge back to the communities that created the hip hop culture and to honor, support and uplift those communities, The 50th Anniversary of Hip Hop campaign is organizing a number of concerts, events and collaborations, as well as investing in content creation and licensing.
For the Culture Fund has been created, with an initial goal to raise $250 million dollars and issue grants to 50 US-based organizations that will improve the communities that birthed the hip hop culture. Partnering with NGO Beats Rhymes & Relief, as well as the Carver Federal Savings Bank (to house the fund), The 50th Anniversary of Hip Hop will communicate the message of peace, love and unity – capturing the spirit of the hip hop community in its formative years. Rocket Licensing is working with licensees to direct a portion of the royalties to both the For The Culture Fund and other local organizations.
Making the most of Rocket Licensing’s experience and expertise in brand building development, The 50th Anniversary of Hip Hop already has plans for merchandising, activities and events highlighting the core elements of hip-hop – MCing, DJing, graffiti art, and breaking and knowledge. The potential product categories include apparel, footwear, headwear, sunglasses, records, stationery, tech accessories, gifts, games, toys and novelty items. Rocket will be managing the UK and parts of the Europe market, supported by master agent The Brand Liaison, in the US.
In fact, the first UK licensee for The 50th Anniversary of Hip Hop has already been signed. Pop culture product innovator and manufacturer of licensed apparel and accessories Bioworld International Ltd is planning to produce a range of daywear, loungewear, nightwear and accessories for adults and older children. It will reach retail in the UK and Europe in late summer this year, to coincide with The 50th Anniversary of Hip Hop.
The daywear range includes T-shirts, sweatshirts, hoodies, fashion tops, shirts, jackets and trousers. There will also be loungewear, including leggings, shorts, joggers and tops, as well as nightwear – pyjamas, nightshirts and robes. The apparel ranges are supported by an accessories range composed of headwear, bags, backpacks and small accessories.
Steven Heller, President & Founder of The Brand Liaison, says: “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. We’re sure that The 50th Anniversary of Hip Hop will capture the imagination of millions and we’re thrilled to have the support of Rocket in the key markets of the UK and Europe.”
Rob Wijeratna, Joint Managing Director of Rocket Licensing, adds: “Hip hop has been a phenomenon for fifty years – a major cultural landmark and one that undoubtedly needs to be celebrated! We are delighted to be part of this collaboration and to contribute in any way we can in raising awareness of this extremely important historic anniversary.”