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Sony Music Taps Ceremony of Roses to Expand Merchandise Division

The Brad Scoffern-led company will focus on a broad range of artist merch and manufacturing efforts.

Sony Music Entertainment is expanding its global merchandising efforts with a strategic investment in boutique merch company Ceremony of Roses. Sony will launch the new global media, branding, design and events company with Ceremony of Roses founder Brad Scoffern. The new company will retain the Ceremony of Roses brand.

Founded by Scoffern in 2016, Ceremony of Roses has worked with Adele, Olivia Rodrigo, A$AP Rocky, Baby Keem, Rex Orange County, Dominic Fike, Cordae, AG Club and more. With Sony, Ceremony of Roses will continue to work with a variety of top-tier talent and represent SME’s new flagship global merchandising arm, led by Scoffern and partner/chief business officer Mary Healy.

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“Brad and his team at Ceremony of Roses have proven to be an incredibly creative force in developing futuristic branding and merchandising services for artists,” said Sony Music Group  chairman Rob Stringer in a release. “We’ve been huge fans of his work with Golf Wang and what Ceremony of Roses has developed for its cutting edge roster of front-line talent. I look forward to joining forces to bring innovative ideas and concepts to our artists as extensions of their music talent.”

Brad Scoffern
Brad Scoffern Courtesy Photo

Sony Music’s merch businesses around the globe will become part of the new Ceremony of Roses worldwide team. SME’s New York-based Thread Shop division — which represents artists including The Beatles, Camila Cabello, Jimi Hendrix, Maluma, Led Zeppelin, Lil Nas X, P!nk and Rosalia — will remain as a brand under the Ceremony of Roses banner.

“I’m delighted to be working with a team that shares our artist-first approach in supporting creative talent. By joining Ceremony of Roses’ expertise in merchandising with SME’s global reach, roster and resources, we are set up for an exciting new chapter of growth,” said Scoffern in a release.

The new company will focus on a broad range of artist merch and manufacturing efforts including the management and development of artist-backed brands such as Macklemore’s and Kehlani’s clothing lines Bogey Boys and TSNMI, respectively. Ceremony of Roses will also continue to support leading festival partners Goldenvoice and Live Nation and maintain a roster of management clients.

“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, the Creator & Christian Clancy, I have learned the value of fan engagement and the unique role merchandise and branding plays in this relationship,” added Scoffern. “I look forward to helping the artists we work with build on the amazing advancements happening in the space today to deliver incredible experiences and products across all touchpoints with their fan base, regardless of where they are or how they buy.”

Prior to founding Ceremony of Roses, Scoffern was general manager at 4Strikes management working under Christian and Kelly Clancy as part of their management team for Odd Future, Tyler, the Creator, and Mac Miller. In addition, while at 4Strikes he operated as one of the Camp Flog Gnaw Carnival directors and general manager of Tyler’s Golf Wang apparel brand, a position he still holds.

Before joining Ceremony of Roses, Healy served as the svp of strategy and growth at Scooter Braun Projects (SBP) where she led SBP’s consumer ventures team; a group responsible for developing talent-backed brands, including Justin Bieber’s apparel brand Drew House. Prior to SBP, Healy spent 10 years at Google and YouTube across a range of functions in the media and branded content space.