whynow is opening a major European base in Berlin while keeping global headquarters in London. Founder and CEO Gabe Jagger said the deal folds Europe’s leading rock and metal fan ecosystem into a single platform spanning content, commerce, and community. Fred Casimir, President of whynow Europe and Managing Director of EMP, said artists and rights holders will be able to manage merchandising, e-commerce, licensing, and media through one partner. Existing customers and suppliers are expected to keep working with current teams during a phased integration.
Image: Warner Music Group / EMP merch sale coverage — Music Ally — https://musically.com/2026/10/01/warner-music-group-has-sold-emp-merchandise-to-whynow-media/