whynow Acquires EMP to Create Integrated Global Fan Commerce Platform

Bringing together fan communities, merchandising, licensing, media and e-commerce

whynow has acquired EMP Merchandise, Europe's leading rock and pop culture merchandise retailer, from Warner Music Group, marking a major step in its ambition to build a global platform connecting artists, brands and fans.

The acquisition brings Europe's leading rock and metal fan ecosystem into the whynow group, strengthening its existing media, licensing and commerce businesses while creating new opportunities for artists and rights holders to build stronger fan communities, deepen engagement and unlock new revenue streams.

EMP becomes part of whynow's rapidly expanding platform, bringing its unrivalled rock and metal fan community, direct-to-consumer expertise and extensive licensing relationships into an existing business that already connects audiences through premium content and digital commerce. Together, the combined group will give artists, brands and rights holders a single platform to create, commercialise and deepen relationships with fans.

As part of the transaction, whynow is establishing a major European base in Berlin, creating a hub for the group's continued expansion across mainland Europe while its global headquarters remain in London.

Founded in 1986, EMP has grown into Europe's leading rock and pop culture merchandise retailer, serving more than 10 million customers and establishing itself as the number one e-commerce destination for rock and metal merchandise. Operating one of Europe's largest licensed merchandise catalogues, the company works with hundreds of music, entertainment and lifestyle brands through its market-leading direct-to-consumer retail platform.

Fred Casimir, President whynow Europe & Managing Director EMP, said, " For 40 years, EMP has built one of the world's largest fan communities. By bringing EMP into whynow, we are significantly expanding our platform, enabling artists and rights holders to manage and grow their audience ecosystem through a single partner, spanning merchandising, e-commerce, licensing and media content."

Gabe Jagger, Founder and CEO of whynow, added, "whynow was built around the idea that great content, commerce and community belong together. Bringing EMP into the group adds Europe's leading rock and metal fan ecosystem to that vision. Where many artists today work with four or five different partners, we're creating one integrated platform designed to help them build audiences, strengthen fan relationships and grow their businesses."

Existing customers, partners and suppliers will continue to work with their current teams while the businesses begin a phased integration designed to unlock new opportunities for collaboration across the wider whynow group.

Financial terms of the transaction have not been disclosed.