Talking Brands: With festival season upon us, which bands or artists could drive a licensing programme today?

James Oddy,
Co-Founder, Vize Creative
This was a tough one. Every time I landed on the perfect band, another contender would pop into my head… But I’ve decided to stick with my original choice: Fleetwood Mac.

For me, it’s partly personal. I grew up watching Formula 1 on the BBC, and The Chain is imprinted in my memory – it’s the soundtrack to my childhood. It also happens to be the era of some of F1’s greatest rivalries, like Senna vs. Prost, which only adds to the drama and emotional pull.

But beyond nostalgia, Fleetwood Mac offers a massive opportunity when it comes to licensing today. Their music is steeped in real-life storytelling which works hand in hand with licensing. There’s raw emotion and different eras – almost like episodes that shaped their song writing.

Unlike bands like The Rolling Stones or Metallica, Fleetwood Mac has kept their licensing and merch activity fairly understated, which leaves a lot of creative space to play in. Especially if you’re tapping into that modern festival-season energy. Their aesthetic – 70s mysticism, heartbreak, resilience and bohemian glamour – feels more relevant now than ever.

With Stevie Nicks’ unmistakable style leading the vision, I imagine a beautifully curated collection that is underpinned by freedom, imperfection, drama, luxury and a touch of glam. The 70s reimagined!

Sophie Bloomfield,
Creative Director & CEO, SBC
One artist who could truly drive a powerful licensing programme today is Alanis Morissette. With the resurgence of 90s fashion – grunge in particular – her legacy feels more relevant than ever.

Alanis rose to prominence during the era of Marc Jacobs’ iconic grunge collection for Perry Ellis, and her aesthetic ties neatly into the dreamy, introspective visuals of early Sofia Coppola films like The Virgin Suicides. There’s a cultural mood right now that aligns perfectly with the world Alanis helped define.

Beyond the look and feel, her music is rich in themes of female empowerment, world peace and everyday irony, resonating deeply with multiple generations. A perfect example is the lyric from Ironic: “It’s like ten thousand spoons when all you need is a knife.” This line is currently trending online – especially during her European tour – and could anchor an entire product collection… Think apparel, stationery and even homeware built around the song’s lyrics and visuals.

When I evaluate the potential of a property to become a lasting brand, I always look for depth, how many creative avenues can we explore? With Alanis, the possibilities are incredibly broad. Her music, message and style offer fertile ground for building an iconic and enduring licensing programme.

Joana Gonçalves,
Marketing Manager, Skew
As I was researching for my interview for my role at Skew, it was great to learn that they work with Abbey Road and some of their most classic artists. There was the crossover between my new job and my current job as Head of Marketing for a Music Festival. I think there are so many legacy bands that could drive incredible licensing programmes but I’d like to suggest a present one, that headlined my festival a few years ago – the Australian rock band King Gizzard & the Lizard Wizard.

While they live in the sidelines of mainstream music, they’re extremely popular within their niche and have an almost cult-like following. They also have a DIY ethic that would align perfectly with non-traditional, design-forward brand programmes.

In my opinion, King Gizzard represent exactly the kind of IP that thrives in today’s cultural and commercial landscape: prolific, world-building and fiercely adored by a global niche audience. They’ve released over 25 albums spanning psychedelic rock, thrash metal, folk, and synth-pop, each with its own aesthetic, narrative and design language. And most of them on their own label and completely owned by them. Their fans are known for collecting, remixing, and actively co-creating – see Polygondwanaland.

A standout licensing opportunity would be the ‘Gizzverse Tarot’. A 78-card tarot deck featuring the surreal characters, creatures, and themes from their sprawling musical universe – like Han-Tyumi, The Lord of Lightning, or the Rats’ Nest miners. Each card would be illustrated by a different psychedelic artist from their fan community, packaged with a guidebook that doubles as a lore compendium. It would appeal to collectors, vinyl-heads, illustrators, and spiritual seekers, sitting comfortably in design shops, museum stores or indie record retailers.

Declan McCarthy,
Head of Publishing & Licensing, The Ashmolean Musuem
Bands creating brands is no new thing at all. One only has to visualise the ‘tongue and lips’ logo of the Rolling Stones – created 55 years ago – to know that there is life in a successful brand. Equally visual, but perhaps less successful – for the band – is the Ramones’ take on the American presidential seal, which has appeared on apparel for decades… Often worn by people who quite possibly could not tell you a Ramones tune if you asked them! Many others have followed in this wake of pop culture appeal: Led Zeppelin, AC/DC, Blur, Oasis…

Closer to home in Oxford, Supergrass have a terrific logo – loosely inspired from 1960s TV like The Man from Uncle. It’s a great looking device and one that could be better known on more product. It was widely used to great effect in the 1990s/2000s on all manner of product including ironing board covers – not enough bands doing that these days I think.

And, of course, management stablemates Radiohead have a strong visual identity and a wide range of product available for their legions of followers. Just seeing our Retail Team at the Ashmolean Museum preparing for our summer exhibition on Radiohead artwork (This Is What You Get – opens August 6th: https://www.ashmolean.org/exhibition/this-is-what-you-get-stanley-donwood-radiohead-thom-yorke) is a testament to the diverse possibilities.

Up and coming bands? Not brand new, but I think Fontaines D.C. would be a great candidate for opening up a broad range to a growing fanbase. Or The Last Dinner Party cutlery and crockery sets would have appeal? And maybe an ironing cover too…

Josie Starsmore,
Creative Director & Co-Founder, Socktopus
Band socks are on the rise. Literally. Pulled up and paired with a Gazelle and shorts. Shown-off. Loud and proud. Accordingly, our sales of licensed band socks are up year on year. Customers frantically asking for Oasis – who I see have paired with H&M – socks shows that perhaps band merch really is now a top-to-toe trend.

From our experience, I would say that – sadly – licensed socks tend to be a bit of an afterthought. The logo is fairly lovelessly ‘plonked’ on the ankle. More of a box-ticker than a prized possession. Therefore, the opportunity comes from artists being more experimental with their assets. One band who are – in my opinion – the champs of this are King Gizzard and the Lizard Wizard.

Their artwork invites you to discover their music in a way that Grateful Dead championed. Tying in with the current anti-AI trend for hand drawn creative illustration and subculture fandom, these guys – or guy: Jason Galea – hit the mark. I would love to see all over patterned, detailed knit showing off the wealth of band and cover artworks for all bands past and present…

Rob Ames,
Co-Founder, Triclops Studio
Tough one… I reckon the most successful music-driven licenses are not only those bands with gargantuan global appeal, but also some of the best and most iconic logos of all time – The Beatles, KISS, Nirvana, Ozzy Osbourne, RUN DMC, The Rolling Stones, Grateful Dead, Wu-Tang Clan, Sex Pistols, Prince’s Symbol… The list goes on.

Now, with the exception of the Wu-Tang, I don’t listen to any of the above and therefore haven’t bought anything their logo, or similar stature, adorns. I once bought Luc – the other half of Triclops Studio – an authentic, vintage Queen baseball cap when I was in some batsh*t rock and heavy metal record shop in Marseille years ago, but that’s OG gig merch – well, so the scary shopkeeper told me!

The type of music-driven products I like to buy are predominantly t-shirts and limited edition toys and figures from ‘hey-day’ 90s hip-hop artists, or bands involved in electronic dance music. Recent pick-ups include a cap from the excellent Supreme x Aphex Twin capsule collection, a J Dilla ReAction Figure from Super7, and a re-released Chris Cunningham x Bjork t-shirt from the amazing ‘All is Full of Love’ video.

Some of my favourite pieces from the studio shelves include Medicom x Daft Punk ‘Discovery’ action figures, a rare Billie Eilish vinyl figure by Takashi Murakami and several UNKLE toys and artwork by the mighty Futura 2000 – who also created album art for The Clash back in the day.

That said, I used to live near Castle Donington, famous for its ‘Monsters of Rock’ festival which ran from 1980 to 1996. Anyone who was/is someone in the rock and heavy metal fraternity played Donington, and my dad – who was in the police force at the time – used to get me a t-shirt every year he was on duty at the festival. I didn’t know 99% of the acts printed on them – and the tee often came down to my knees – but I always remember being drawn to the awesome band logos and fonts. I don’t think things have changed that much in the rock and heavy metal world today. Bands like Ghost, Deftones, Slayer, Slipknot, Korn – who interestingly just released a collaborative sneaker with Adidas – Lamb of God, and so on, all have huge fan bases, but similarly eye-catching logos and on-stage looks.

So, even though it’s not my musical taste or buying habits, I’m going to pick Indian metal sensations, Bloodywood. A friend of mine mentioned them a while back. He bought Raksha, their playful naan-coloured vinyl album and thought I’d dig it from a design perspective. Bloodywood are a blend of Indian folk with metal and are currently breaking international barriers and collaborating with the scene’s biggest names. Most recently, their song Dana-Dan was used in the pivotal action sequence in Dev Patel’s action thriller masterpiece, Monkey Man. A must-see if you haven’t.

After checking out more of their work, I think they’re one of metal’s most original bands and their genre-defying sound has huge global appeal. Their logo is pretty cool too! I’d love to see more of the band’s playful take on their culture – their self-produced documentary was called ‘Raj Against the Machine’ – imbue clothing and other merch opportunities, but it’s their vision to try fresh things within the metal scene that could spark some awesome products.

For example, they just released an animated music video to accompany their new song, Bekhauf. It’s totally bonkers – Indian meets Japanese metal, as the song features female Japanese metal icons, BABYMETAL. Now, in a Daft Punk ‘Interstella 5555’-inspired way, the animated band members and the fusion of Japanese/Indian folklore creatures would make amazing action figures. The animation could also be the foundation for a great comic book – as well as spin-off animations. A Bloodywood x Netflix animated show wouldn’t look that out of place… Think K-Pop Demon Hunters x Castlevania Nocturne!

Stephanie Griggs,
Creative Director & Founder, Studio Griggs
When it comes to licensing in music, we often look to the bands. But I’m thinking for the Summer festival season, the real brand that people connect with and often return to year after year, is the festival itself. Festivals aren’t just a venue, they’re a community and they breed their own cultural tribes.

Just like a band tee is an identity statement, Glastonbury stages do the same in helping you ‘find your tribe.’ Slogans like ‘Pyramid Pilgrimage’, ‘Shangri-La Survivor’ or ‘Arcadia After Dark’ could create merch opps within the constraints of Glasto as a huge brand itself. Over 200,000 attendees and millions of viewers on iPlayer – that’s a huge opportunity!

Of course, there’s room to celebrate other festivals with strong subcultures, too. Green Man, Boomtown, Lost Village and End of the Road all have their own opportunities, but I think Glastonbury would be my number one licensing expansion hot ticket!

Stage specific merch like patches, tees, campsite flags or even tents and camping gear would work well – and collabs would also be brilliant in this space. Glastonbury x The North Face tents for example! Now I’m craving a lukewarm can of beer…

Ian Downes,
Director, Start Licensing
I auditioned a lot of bands in my head to decide who would get the gig but kept coming back to The Smiths. I think that was inevitable. I was lucky enough to see The Smiths live many times, including in small venues at the start of their career, and actually interviewed Morrissey and Marr. I also got on stage with them once in Ormskirk; A moment I still hold dear.

I think there are many people like me to whom The Smiths means something special – musically and emotionally. I think this could translate well into a well curated licensing programme. The Smiths album and singles covers featured a variety of ‘cover stars’ generally sourced from film, pop culture or TV – and usually featured in black and white. If rights allowed, this could be a ‘design palette’ with potential across multiple product categories.

However, my principle idea for The Smiths would be an exhibition that blends music, film footage, ephemera, lyrics and artwork. I think people of ‘my generation’ would find this a really appealing immersive experience and I’m sure that there would be a great venue in Manchester to host it. Salford Lads Club springs to mind.

This experience might be as close as we would ever get to a Smiths reunion – thinking principally about the sad loss of Andy Rourke as opposed to the Morrissey/Marr friction. The Smiths: A Light That Never Went Out – The Immersive Experience… Coming soon, I hope.

Louise Simmonds,
Licensing Expert
Growing up as a teen through the 90s, there were so many great bands and differing music cultures to explore and experience. Yet I am going to pick the super cool Jay Kay and the band Jamiroquai, with a playlist that includes Space Cowboy, Little L, Emergency on Planet Earth, Virtual Insanity, Cosmic Girl and Too Young to Die to name a few.

Following Jay Kay’s recent appearance with Dua Lipa, his upcoming 2025 live tour and the current interest in the 90s vibe from Gen Z, I feel the moment is perfect for a brand licensing programme with Jamiroquai.

From a branding and marketing standpoint, Jamiroquai has its own signature logo that is instantly recognisable and could be integrated into a variety of product categories. The silhouette could work wonderfully for visual merchandising. I wonder if the silhouette could also dance and move for use across social and digital campaigns?

Although there are multiple product areas that could work, especially in the 90s fashion and accessory aesthetic. A product I feel could be particularly cool for fans is a sounds, lights and visual art immersive experience that pulls on Jay Kay’s dance moves and Jamiroquai’s album graphics, lyrics and music videos. How about a moving illusionary floor for Virtual Insanity, possibly with a game element that has you avoiding obstacles? Or perhaps you are in a futuristic style nightclub for Cosmic Girl, inspired by the lyrics and as a nod to Jay Kay’s dance moves?”

Richard Pink,
MD, Pink Key Licensing
I think that a band who could successfully develop a compelling range of merchandise would be Elbow. The band are renowned for their expansive epic sound and particularly for Guy Garvey’s poetic genius. Certainly not mainstream, but a great opportunity to create a meaningful merchandise range that reflects band’s cult appeal and a deep connection with their fan base.

Apparel would be key to the programme, utilising snippets of Guy Garvey’s lyrics using slogans such as ‘We’ll make the moon our Mirrorball’, ‘Throw those curtains wide’, ‘Build a Rocket Boys’, and utilising the album artwork as the key imagery. T-shirts, on trend vintage jackets and scarves, and even trainers would be likely product candidates.

Limited editions would fit the band’s appeal particularly well, whether it was prints of the artwork or replica set lists with an element of personalisation which would fit with the connection the band have with their fanbase.

Gifting would also be of appeal to the ‘Dad’ demographic, with mugs bearing lyrics, drinking-related items to reflect some the song’s themes about drinking with friends – ‘Another sunrise with my sad captains’ – and this could also extend into a range of branded beers and spirits.

A line of stationery or bookmarks would appeal to the literary side of the fanbase and would reflect the one of the key facets of the band – their lyrics penned by Guy Garvey which are nothing if not poetic.

Eco-friendly merch, such as reusable water bottles or other sustainable merch appealing to the environmentally conscious audience, would also play into an underlying message that they care about the world around them. But not without the humour that accompanies everything they do and obvious to anyone who has seen them perform live.

David Born,
CEO of Born Licensing & Born to License
My pick is Fleetwood Mac, without question! Their cross-generational appeal, iconic sound, and unforgettable aesthetic make them perfect for licensing. We’ve already seen the power of Stevie Nicks as a brand, with the Barbie doll inspired by her selling out almost instantly.

A great product idea: a premium lifestyle collection blending vintage fashion, home décor and vinyl accessories. Think velvet throws, incense holders, embroidered jackets, and beautifully designed record players. All of course capturing that dreamy, boho spirit Fleetwood Mac is known for.

I think it would be a massive hit and would serve the generations that love the band – both those who have been longtime fans and those who have discovered the timeless band more recently.

Anthony Marks,
MD & Founder, Fanattik
Fanattik is all about heritage, supporting brands with multi-generational appeal, so I am gravitating towards Iron Maiden – a British band who, like me, celebrated their 50th anniversary in 2025. When you look at available merch now for bands, it’s mostly clothing, maybe a few souvenirs… The exception when it comes to Iron Maiden is the great product that their licensee Nemesis Now creates, such as the themed tankards and goblets.

A good chunk of the fans of this band are the older demographic and do not want yet another t-shirt or keying, so we would suggest tapping into one particular aspect of the band – the tours. Tours connect with the hardcore fans and even if you were too young to go to a particular tour, you will have heard about it or watched it on TV. In the 1980s you had the Killer World Tour, in the 1990s the No Prayer on the Road Tour and starting this year the Run For Your Lives World Tour, so there is a wealth of material to utilise.

A higher end range of collectible product commemorating these tours, potentially limited to the year of the tour and with packaging that captures the colours and theme of the decade, would be very well received. Both by fans who went to the actual concerts and fans who wished they could go back in time and go to the concert.

Stuart Hunt,
Marketing Director, Major Look
It would have to be a band or musician with a distinctive look and style to work across a programme of different licensed products. If they’re iconic and influential, then that’s obviously a big plus too. Nineties and noughties bands and fashion are enjoying a resurgence. There also seems to be a blended trend of toys, collectibles, and fashion that is gaining in popularity too – as shown with brands like Labubu, which are popular with both teens and adults.

With that in mind, I would say a band like the Spice Girls would be perfect for a fresh new licensing programme today, especially as they are recognised globally and each member has a distinct look and personality. I think a POP MART x Spice Girls collaboration would do really well. A range of collectible Spice Girls-inspired dolls would fly off the shelves – appealing to both music fans and collectors. Collecting all five could prove a bit of a challenge, mind!

John Dyer,
MD, Windle Creative
I think that in order to drive a successful licensing campaign, you have to start with something – or someone – iconic and play with that… As much as there is an abundance of iconic music throughout the ages, when looking at bands – especially ones that stand out with their visual brand identity – there aren’t as many truly untapped iconic ones as you might expect.

So, instead of looking at one band, we looked at a selection and tried to work it into a licensable range using another household brand as a partner… Yes, we’ve some great fun in the studio with this and came up with ‘iconic bands meets Cadbury’ in ‘The Choc ’N’ Roll Selections’.

We looked to utilise Cadbury’s existing, classic brands and playfully integrate iconic band’s names/songs/artwork. From Freddo Mercury to The Stone Roses…

As a final note, I’d like to add that we had some other things which we were considering playing around with which I’ll list for you here in no particular order…

Elton John’s Goodbye Yellow Brick Road Teeth Whitening Set, ZZZ Top Duvet Set, The Beatles – Hello Goodbye T-shirts for Introverts, Desmond Double Decker, Fleetwood Caramac, Picnik Kershaw, Fruit & Slipnut, Bruno Mars Bar/Life on Mars Bar, Emerson Flake & Palmer, Aero-smith, Kit-Kat Stevens, Oreo Speed Wagon, Boostie Boys, Milk Tracy Chapman, Fairy Milk, Bon Bon Jovi, Jimmi HenTwix, Cadbury Queen Egg, Eminem M&M, Pez Zeppelin, Skid Rolo, Tom Petty & The Jawbreakers, Careless Wispa, David Bounty, The QUALITY Streets, Pharell Rocher… And so on and so on – you get the gist!