Jesper Poulsen is now General Manager of Bravado, Universal Music Group's merch and brand management company announced on Wednesday. The L.A.-based executive will oversee operations for both Bravado and Epic Rights—the merch and branding company Poulsen helped launch in 2014 and Bravado acquired in 2019.

At Epic Rights, Poulsen made sure the company honored the creative vision of many rock-star clients—including KISS, AC/DC, Def Leppard, David Bowie, John Lennon, Aerosmith and Bob Dylan—to create their products. He will continue do so, and more, in his new role.

In a statement, Poulsen thanked Bravado President Matt Young, UMG President of Global E-Commerce and Business Development Richelle Parham and UMG’s leadership team and Epic Rights. "Having been mentored by [Epic Rights co-founder] Dell Furano, I’m proud to continue to evolve what we started almost 10 years ago with [co-founder] Kym Furano and [President and COO] Phil Cussen," he said, adding that it's an exciting time for the artist-services business.

“Aligning the power of Epic Rights more closely with Bravado exponentially enhances the reach, capabilities and depth of how we service our artists and their fans around the world," said Young. "Jesper has a wealth of experience and his leadership across the Bravado ecosystem will only supercharge our capabilities.”

Poulsen has also worked with the Woodstock Festival. In honor of this item, a HITS employee dug up their Woodstock '99 shirt. Now they, too, feel supercharged, but that may be because they attempted to lick off a questionable stain that was obtained at the festival.