From Conan Gray To Kevin Hart: Bravado Expanding To VIP Packages, Pajama Parties

Conan Gray fans who were lucky enough to snag VIP packages to “The Wishbone Pajama Show” tour got to dive into the whimsical world of the pop star’s latest album with an pre-show experience that included a bracelet making station with Wishbone themed beads and charms, a photobooth and sleepover snacks.

The Wishbone Pajama Party VIP Experience was put on by Bravado, Universal Music Group’s leading merchandise and brand management company, which has been growing its VIP business in recent years.

Bravado President Matt Young stresses that it’s not about Bravado: “No one cares that it’s Bravado doing the VIP. [Fans] think it’s the band. We have to take on that responsibility … This is just an extension of the artist and we have to make that experience as positive as possible.” He notes that it isn’t Bravado that’s going to get in trouble if something goes wrong – “It’s the DMs that are going to go to the singer and the bass player [saying] ‘Oh, what’s up? My record came with a dogeared panel and my poster got crinkled.’ We don’t want that, right? We have to make sure that they enjoy themselves and that we exceed expectations.”

Young adds, “Connecting the artist and the fan is what we do. [VIP] is an extension of that.”

The merchandise and VIP experiences that stand out are ones that feel truly organic. After all, fans are going to shows because they feel an emotional connection with the artist, whether that’s a lyric or melody.

VP of Experiences Amanda Ayre, who worked for Aerosmith and KISS for 20 years before joining Bravado, says that VIP is sometimes “the closest these fans are going to get to the artist. So how can we really bring them into the artist’s world and what they want the fans to experience?”

Gray’s VIP experience also included a custom display showcasing items from throughout his career including handwritten lyrics and costumes from his personal collection. To fit with the pajama party theme, the specially designed VIP merch included a sleep mask and washi tape that could be used for scrapbooking. Plus, fans received a notebook that looked like a passport book, which became a collector’s item as every city of the tour had a specific stamp.

Ahead of the tour, Gray joined Ayre in a Zoom call with some of the brand managers to convey his creative ideas. Ayre says, “He really wanted the fans to feel when they were at the show, like a pajama party. … He was leaned in and was also really open to a lot of ideas. The small attention to every detail was really important to him.”

Following the “Wishbone Pajama Show” run, Gray announced dates for the 42-city “Wishbone World Tour” that hits arenas in 2026. Bravado VIP packages sold out within two days of the late October onsale. Next year’s trek launches Feb. 19 at Minneapolis’ Target Center.

Bravado also worked with Reneé Rapp on her “Bite Me Tour,” with VIP packages featuring early access to the merch and a pre-show acoustic set, along with a Q&A. Plus, fans had the chance to take part in a few fun photo ops from some of Rapp’s recent performances including the AMAs.

Other artists selling VIP packages via Bravado include Pierce the Veil, Def Leppard, Kevin Hart, and Royel Otis, among others.

Ayre shared that the key to a successful VIP launch is “knowing how to work with the managers and the artists … making sure that they’re comfortable with the process and ensuring them it can run seamlessly. Whether that’s a soundcheck or a meet and greet – really working well with their touring team to make sure that more doesn’t fall on their plate.”