UMG’s Bravado Hires Mallary Birdsong as Senior Director of Brand Management

unnamed 3

Bravado, Universal Music Group’s leading merchandise and brand management company, has named Mallary Birdsong as senior director of brand management. Birdsong, who has more than 12 years of branding marketing experience, will be based in Bravado’s Nashville office and report to Brian Schechter, who serves as senior vice president, head of brand management.

“Mallary’s multifaceted industry experience is exactly what we look for to help bring our artists’ vision to life. I couldn’t be happier to welcome her to the team as we continue to build out our presence in Nashville,” Schechter said in a statement. 

Birdsong most recently worked at Make Wake Artists as director of merchandise. The July 15 announcement from Bravado notes that at make Wake, Birdsong “developed and executed comprehensive merchandise strategies aligned with each artist brand identities in tour and ecommerce, while building the merchandise department arm of the company. Her roster at Make Wake Artists included Luke Combs, Flatland Cavalry, Niko Moon, Cooper Alan, Josh Abbott Band, Hailey Whitters, Dillon Carmichael and others. 

She got her start in the merchandise sales at BV3 “where she was responsible for 85% of the company’s account base, including entertainment, venues, retailers, corporate and non-profit businesses in the Texas music market.” Birdsong also worked at Futureshirts, where she was recognized as the top salesperson in 2018 and 2019. 

“I’m thrilled to be a part of the Bravado team and to grow with a company that is truly in a league of their own,” Birdsong said in a statement.  It is an honor to represent for our country roster and help build their brands so that fans, worldwide, connect with the lifestyle and lifespan of the artist, long after the show is over.”

Bravado has teams in over 40 countries and prides itself on creating “a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life.”  The company’s country roster includes HARDY, Midland, Shania Twain, Willie Nelson and more.