Perryscope and Epic Rights are helping the iconic Woodstock music festival celebrate its 45th anniversary this year by extending the brand's global licensing programme.
The partnership will serve as global licensing agents to oversee a series of initiatives throughout the celebrations.
The announcement was made by Joel Rosenman and Michael Lang, of Woodstock Ventures, the firm that produced the Woodstock Festival in 1969 and owns the related intellectual property.
'As the pioneer of music festivals, Woodstock continues to be the genre’s ultimate standard as well as the catalyst for today’s explosion of festivals around the globe,' said the firm.
The Woodstock global licensing program will be supported by a new social media and ecommerce platform designed to engage current fans as well as introduce the brand to younger generations.
A range of products will be available via Woodstock General Store including apparel, accessories, speciality and lifestyle products.
“Woodstock Ventures is excited to be collaborating with these two highly successful companies. We believe this partnership will move Woodstock forward in a relevant and deserving way that respects the history and culture of the brand,” said Rosenman.
“At Woodstock, the gathering changed our lives, the music changed the world, and, through this new partnership, we intend to continue to be a force for positive change.”
Dell Furano, CEO of Epic Rights, added: “The festival supercharged the careers of many of great music artists including Jimi Hendrix, The Who, Santana, Janis Joplin, Sly and The Family Stone, Crosby Stills Nash and Young. The spirit of Woodstock lives on in fashion and attitude across generations and beyond borders.
“Woodstock was the catalyst for a musical and cultural explosion around the globe that continues to resonate with musicians and music lovers worldwide. It’s that essence of Woodstock that we’re looking to capture and share.”