On Thursday (May 13), both companies announced the partnership, which will feature greeting cards, virtual paper cards and digital e-cards. They want American Greetings “to be able to leverage Roc’s music client roster to create a line of products in what’s being described as a first-of-its-kind partnership with a music company,” reports the outlet.
Brett Yormark, Roc Nation’s president of business operations and strategy, revealed why the two businesses joined forces. “When we were introduced to the leaders at American Greetings and began discussing the idea of customized greetings, both on behalf of Roc Nation and its artists, we felt like it was a natural fit,” he said.
“It is an unexpected category that in many respects, given the breadth and depth of our talent, gave us a [different] way to reach new audiences,” Yormark added.
“We build relationships with leading global companies and we’re thrilled to add American Greetings as our greeting card licensee,” Tom Caravella, managing director for Roc Nation United, said. “Roc Nation United is focused on creating innovative ways for artists and athletes to connect with their fans, and this new relationship with American Greetings is a great opportunity to do so in a very special and entertaining way.”
Roc Nation has branched into a number of different industries outside of music. Last summer, Team Roc, the social justice-focused part of the company, demanded that the charges be dropped against the peaceful protesters in Charleston, South Carolina who were unlawfully arrested.
Earlier this year, REVOLT reported that Roc Nation was partnering with Michael B. Jordan’s production company, Outlier Society TV, to create a limited TV series about the life of Muhammad Ali. The show, which will be called “The Greatest,” will be written by Josh Wakely and executive produced by Roc Nation.