Pollstar + VenuesNow 2022 Women Of Live: Lisa Streff

Epic Rights / Bravado
SVP Global Licensing

Thank goodness for merch, the artist-licensed products which offered some a revenue stream respite during the pandemic lull in live. “I am extremely proud of the significant growth of our artists’ licensed merchandise across both brick-and-mortar retailers and e-commerce platforms globally, in the midst of a pandemic,” says Streff, SVP of Global Licensing at the world’s largest merch company Epic Rights/Bravado, now owned by Universal Music Group.

For proof of global concept, Streff offers up the Gods Of Thunder & Merch. “We now have over 100 KISS licensees globally in a wide range of categories from fashion, footwear, spirits, gaming, publishing, costumes, collectible figures and more,” she says. “Our legion of global KISS fans can find their licensed products throughout North America, Europe, Australia, Middle East and Asia. And, we recently launched KISS Rum and Gin, both with incredible success in Europe and now launching in the U.S.”

While Streff notes the fashion statement that the reliable rock ’n’ roll T-shirts have become, she notes that categories of licensed products have expanded to include footwear, accessories, gaming, spirits, collectibles, toys, publishing and more as “buyers continue to go deeper in their music assortment and consumers are responding positively.”

Though supply chains remain a challenge, the rock shows are not as Streff is readying the merch for Def Leppard’s stadium tour with Posion, Mötley Crüe and Joan Jett, which kicks off June 16. “In anticipation of this tour we have several licensed products launching across apparel, health and beauty, spirits, gaming, publishing and more,” she says without specifying. “Let’s just say Def Leppard fans will surely be pleased!”

Her passion for concerts was reignited between the Delta and Omicron variants in September at Irvine, Calif.’s FivePoint Amphitheatre when she finally got to see her beloved KISS. “It felt great to be lost in the music and watch some of the most iconic rock artists of all time performing as if no time had passed,” she says. “It really inspired and
reminded me that it is equally important for fans all over the world to engage with their favorite artists in this meaningful way.”