The Grateful Dead has been selling merch since the late 1960s and setting licensing and marketing standards for the now $4.4 billion business.
’s dancing bears spiraling toward a center point. Spotting the trademarked image online, the Dead’s official merchandise company, Rhino Entertainment, contacted him and asked: “Would you like to do this more legit instead of bootlegging it?”
The band’s merch machine has also served as an exemplar of how an act can expand its brand into a multimillion-dollar business, raking in revenue years, and even decades, after the deaths of such core members as McKernan, Until the early 2000s, the Dead — whose members weren’t getting along at the time, according to their former longtime publicist,— ran Dead Merchandising. Later, the band licensed its name and various logos to just a few companies, like Ripple Junction and Liquid Blue, and mostly focused on T-shirts. “It was easier to go their own ways and let somebody else deal with the business,” McNally says.
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