Authentic Hendrix, LLC, the Jimi Hendrix Family Merchandise Licensing Company Partners With Brand Sense to Grow Its Business

LOS ANGELES, Sept. 15 /PRNewswire/ -- Authentic Hendrix, LLC the merchandise licensing subsidiary of Experience Hendrix, L.L.C., has appointed Los Angeles-based Brand Sense Partners ("BSP") as their exclusive partner to manage the guitar great's merchandising efforts.  Announcement of the appointment was made by the Authentic Hendrix President & CEO, Janie Hendrix and Ramez Toubassy, President of BSP.

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As the leader in licensing and brand management, BSP has a long and successful track record of assisting brand owners to manage their intellectual property more effectively and profitably. With an impressive client portfolio that includes entertainment, consumer products and Fortune 500 clients, BSP will manage the Hendrix merchandise program and the icon's legacy by deploying its unique approach to business development and brand management.

"We are honored to be working with the Hendrix family merchandising company to manage and extend the brand of one of the greatest talents in music and pop culture history. BSP's unrivalled team of brand, product, and retail specialists will complement the incredible group of individuals at Authentic Hendrix to perpetuate and honor all-things Jimi," said BSP president Ramez Toubassy.  The Hendrix program will be managed by BSP's Theresa Brown, a celebrity licensing expert who has represented such estates as Albert Einstein and Steve McQueen, and currently leads BSP's celebrity and estate initiatives which count Sheryl Crow and Marlon Brando among their number.

"This is an exciting mingling of sentiment and savvy.  BSP understands and shares our value system.  Placing Jimi's persona, his image, on an item is something we take very seriously.  We have always been very selective and careful with treatment of his legacy.  This is the first time we have ever considered utilizing exclusive external management to assist in broadening the Jimi Hendrix brand," said Janie Hendrix, President & CEO of Authentic Hendrix and sister of Jimi Hendrix.  After a thorough search for the right partner we are pleased to announce that we have chosen BSP to methodically cultivate and protect Jimi's name and likeness in a way that respects his legacy and grows the business.  This relationship along with our music distribution alliance with Sony, is another step toward insuring that Jimi remains relevant with current and future generations, said Janie Hendrix.  

About Brand Sense Partners, LLC

Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm's recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP's team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 Billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit www.bsp.com.

About Authentic Hendrix, LLC

Established in 1998, Authentic Hendrix is a wholly owned subsidiary of the principal Jimi Hendrix family music company, Experience Hendrix, L.L.C., which since 1995 has owned and licensed the songs and recordings of Jimi Hendrix.  Experience Hendrix and Authentic Hendrix were founded by the late James Allen Hendrix, father of Jimi Hendrix, and the principal executives of Experience and Authentic Hendrix are members of the Hendrix family.  

SOURCE Brand Sense Partners, LLC