Sony Music will co-host the opening night party of the 2015 Licensing Expo, as Fifth Harmony takes to the stage as this year’s guest performance.
Sponsored by International Licensing Industry Merchandisers’ Association, this year’s event will take place on June 9th at the Mandalay Bay Beach Club, Las Vegas.
Previous years have seen co-hosts include the likes of Flo Rida and The Country Music Association who presented Kellie Pickler. Last year’s party attracted more than 2,000 brand owners, retailers and licensees.
Sony Music Entertainment is a global music company boasting a catalogue of some of the most important recordings in history.
“We are thrilled to have Sony Music as the co-hosts and Fifth Harmony as the special guest performer at our Opening Night Party,” said Jessica Blue, vice president, Licensing Expo.
“This is the world’s largest licensing party and it keeps getting bigger and better each year. As musicians look to develop partnerships that connect them with their fans, licensing and brand collaborations are a natural next step.”
Fifth Harmony won their first major awards a the 2014 Radio Disney Music Awards when they picked up trophies for Breakout Artist of the Year and Best Song to rock Out To With Your BFF.
They have also been tapped by Mattel to sing the Anything is Possible brand anthem for Barbie and have an exclusive deal to release a Fifth Harmony Barbie doll collection across the world.
Matthew Vlasic, vice president, Sony Music, added: “We are excited to be the co-host of Licensing Expo’s Opening Night Party and to bring Fifth Harmony to the stage for an unforgettable performance.
“The event offers a unique opportunity to present both Fifth Harmony and Sony Music to over 2000 licensing professionals. As the music business continues to evolve we are actively searching for meaningful partnerships that can connect our artists with fans, the expo is a great venue to connect with both new and existing partners.”