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Merch Mastermind: Zucco's Viral Strategy
30 Jul
Summary
- Rachel Zucco transforms viral moments into successful artist merchandise.
- Bravado handles all aspects of merch development, connecting artists and teams.
- Creative partnerships include Dallas Cowboys X Post Malone and SNL-inspired tees.
Rachel Zucco, a senior director at Universal Music Group's Bravado division, excels at transforming artists' viral moments into lucrative merchandise. She serves as the central connector for artists, management, and internal teams, managing every facet of merch development.
Zucco's strategy involves creating unique, non-cookie-cutter products across tours, e-commerce, retail, and licensing. This includes significant partnerships like exclusive Dallas Cowboys merchandise for Post Malone, initially sold at a Raising Cane's pop-up. She also orchestrated the rapid creation of a T-shirt featuring Morgan Wallen's "God's Country" phrase, launched within 48 hours of his viral social media post in March 2025.
For heritage artists like Blink-182, Zucco balances their established brand with contemporary appeal, introducing elevated, collectible items alongside classic merchandise for their 2024 tour. She also guided Camila Cabello's "C,XOXO" album rebrand with a Miami aesthetic, featuring accessories like rhinestone flasks and translucent totes. For developing artist Gigi Perez, Zucco helps expand her minimalist brand into more colorful, diverse merchandise as she opens for Noah Kahan.
This story is featured in the August 1, 2026, issue of Billboard.
