The Grateful Dead has endured for generations through its music and tie-dyed, peace-loving lifestyle. But now Rhino Entertainment, a division of Warner Music Group and licensing agent for the brand, is relying on a new brand strategy to ramp up licensing efforts to ensure the brand carries on alongside its music.
Sara Nemerov handles the consumer products program for Frank Sinatra Enterprises (FSE), and similarly for Rhino-affiliated artists. (Warner Music Group owns Rhino.) As head of consumer products and brand licensing, Nemerov will be identifying and securing new opportunities featuring Frank Sinatra’s name and likeness, as well as expanding existing FSE efforts. Nemerov will also handle licensing with respect to other artists within Rhino. The focus here is on Frank Sinatra.