Billboard has signed with global agency IMG as the media brand’s licensing representative for products across Asia. IMG has been tasked with helping Billboard cultivate and develop a product-licensing portfolio of merchandise — apparel, headphone accessories, electronics and more — across Japan, China, Hong Kong and Taiwan, and Southeast Asia, including Thailand, Indonesia, Philippines, Malaysia and Singapore.
The agreement with IMG is the latest move by Billboard to expand its international presence. In 2015, Billboard established a syndication partnership with Chinese music video site YinYueTai to create the first co-branded Billboard China chart. It also launched Billboard Radio China, Asia’s first Billboard-branded web radio station.
“Not only does this partnership align us with the largest licensing agency in the world, it now exposes Billboard‘s content and branded product to its largest Asian audience yet,” said Francisco Arenas, senior vp, business development and licensing, Billboard and The Hollywood Reporter. “IMG’s global reach and local expertise will help us build upon our aggressive push into new markets.”
“We are very excited about growing the Billboard brand in Asia,” said Miki Yamamoto, senior vp, licensing, Asia at IMG. “Our licensing program will draw on its youthful and fashionable image to develop products which resonate strongly with music fans. We have already held extremely productive discussions with local licensees and are confident we will hit the ground running.”