Retail Merchandiser - May/June 2017 - 22

Licensing

Billboard has seen rapid success with the
licensed wireless audio products it launched
with ESI in 2016.

BILLBOARD

Off the Charts

Billboard is growing its legacy with its licensing program. BY ALAN DORICH

W
Amy Steinfeldt
Ulmann, director
of licensing and
marketing
www.billboard.com
New York City

22

hen the top executives in the music industry want to know the latest
charts or the recent moves by artists
like Ed Sheeran and Chance the
Rapper, Billboard is the one they turn to. From its
start in 1894, the brand has emerged as the major
source of music news, via print and online.
"It's always been the industry leader and the
one source to go to for the music charts and music knowledge in general," Director of Licensing
and Marketing Amy Steinfeldt Ulmann declares. "I
don't think there's any other brand out there that can
compete with a long history like that."
In recent years, Billboard has moved beyond jour-

RETAIL-MERCHANDISER.COM

May/June 2017

nalism into a market that music artists are certainly
familiar with: product licensing. For the past decade, the brand largely focused on media products,
she says.
But in January 2016, Billboard made its move into
consumer products with the launch of speakers and
headphones from ESI that enjoyed rapid success.
"Through one year, we've seen massive growth quarter over quarter," Ulmann says.
Such an accomplishment is not easy, especially given the assortment of brands in the consumer
electronics marketplace.
Fortunately, Billboard had ESI, a manufacturer
of audio products, by its side. "We found an amaz-


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Contents
Retail Merchandiser - May/June 2017 - Intro
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