Bingkai Karya – Matahari, Universal Music Indonesia, and Bravado proudly present the official launch of music merchandise for fans in Indonesia. This collaboration introduces an exclusive first collection featuring legendary global musicians such as The Rolling Stones, followed by Sex Pistols in mid-May 2025, while also launching AOS—Matahari’s newest exclusive brand that brings pop culture touches into everyday wear.
This marks the first time Universal Music Indonesia and Bravado have partnered with a local retailer to expand access to licensed band apparel. With Bravado’s support and experience in artist merchandise, this collaboration guarantees the quality and authenticity of every product.
“We’ve seen strong interest in official music merchandise in Indonesia. This collaboration is an important step in bringing global musicians closer to their fans in Indonesia. Through Matahari’s wide retail network across the country, music lovers can now access authentic and stylish products more easily,” said Matt Young, President of Bravado.
“Through this collaboration, we want to make it easier for Indonesian music fans to get official and high-quality merchandise from their favorite artists. Music and fashion are closely connected, and we’re excited to present this collection to fans in Indonesia,” added Peter Hendarmin, Senior Commercial Director, Universal Music Indonesia.
Bravado, the merchandise and brand management company under Universal Music Group, ensures authenticity and quality in every design. Matahari has tailored this collection to local preferences, choosing materials and styles suitable for Indonesia’s tropical climate. All products are made from 100% cotton for maximum comfort and durability.
Coinciding with this collaboration, Matahari also introduces AOS (Artisan of Style)—a new exclusive brand offering trendy everyday clothing with pop culture influences. AOS embraces the spirit of self-expression, through collections that combine various pop culture elements such as music, art, film, and animated characters with streetwear styles relevant to today’s youth.
The first AOS collection features pieces inspired by legendary bands that have shaped global music history, such as The Rolling Stones and Sex Pistols, giving fans the opportunity to wear fashion that reflects the musical identity of these iconic artists.
“AOS is not just about fashion; it’s a platform for self-expression. We chose music as the first theme because it is a universal language that unites generations and backgrounds. In this first collection, we translated legendary music icons into wearable everyday fashion, through a carefully considered design process. Each item is created to be both stylish and comfortable, reflecting the dynamic personalities of Gen Z and young millennials. With AOS, fans are not just buying clothes—they’re showcasing their lifestyle and identity,” said Tommy Indra, VP of Merchandising for Special Project, Matahari.
The debut AOS collection includes a variety of T-shirts and sweatshirts that are stylish and comfortable, specially designed for Indonesia’s tropical climate. With prices starting from Rp129,900, this collection offers accessible products without sacrificing quality or originality. The full collection is available exclusively at all Matahari stores and online at Matahari.com. In addition to T-shirts and sweatshirts, AOS will continue to grow by offering more diverse clothing options such as pants and other fashion items.
As part of its long-term plan, AOS will also collaborate with other global musicians under Universal Music Group. The next line-up of artists to be featured in AOS collections includes Guns N’ Roses, Run DMC, Jamiroquai, Lady Gaga, and Billie Eilish—all scheduled to be released in 2025.
Through this collaboration, Matahari, Universal Music Indonesia, and Bravado hope to continue expanding the collection with new musicians, more creative designs, and fashion innovations through AOS. This initiative further strengthens the connection between global music icons and their fans, while reinforcing Matahari’s commitment to delivering authentic and trendy fashion for Indonesian consumers.
Tentang Matahari
Matahari is a leading retail platform in Indonesia, with over 140 stores across nearly 80 cities, supported by a growing presence in digital channels. For more than 60 years, Matahari has offered a wide range of quality fashion and lifestyle products at affordable prices for Indonesia’s middle class. The numerous awards and recognitions Matahari has received reflect its dedication to excellence and innovation, reaffirming its position as a dynamic and trusted brand in Indonesia.
Tentang Universal Music Indonesia
Universal Music Indonesia is a part of the Universal Music Group, the world’s leading music company. Universal Music Indonesia owns and operates business that engaged in music recording, music publishing and merchandising.
Universal Music Indonesia identify and develop recording artists and songwriters. We also produce, distribute and promote Indonesia’s critically acclaimed and commercially successful music to delight and entertain fans all over Indonesia.
Our unmatched commitment to lead in developing new services, platforms and business models for the delivery of music and related content empowers innovators and allows new commercial and artistic opportunities to flourish.
Understanding that music is a powerful force for good thing in the world, it’s unique in its ability to inspire people and bring them together, we work with our artists and employees to serve our communities.
Universal Music Indonesia is the home for Indonesia’s greatest artists, innovators and entrepreneurs.
Tentang Bravado
Bravado lives at the crossroads of music and fashion. We understand the power of smart merchandising, and we know how to create products that spark organic, emotional connections between fans and artists. Our world class capabilities have made us the leading provider of consumer, lifestyle and brand management services around the world. With teams in 40 countries, we create a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music.
