Universal Music Publishing Group has launched The Word Dept, a new curated lifestyle brand dedicated to celebrating the art of songwriting. The brand creates apparel, accessories and other products.
The Word Dept launched with a limited bespoke capsule activation available exclusively in-store at UMusic Shop Camden, as part of a celebration this week to coincide with Ivors Week. The annual ceremony honouring the craft and cultural impact of songwriters and screen composers takes place on Thursday (May 21).
Each limited-edition collectable shirt visibly credits the songwriter and features fully licensed lyrics as a central design element.
UMusic Shop Camden will this week host a special takeover, transforming the retail space into an immersive tribute to the songwriters behind some of Britain’s most influential and iconic music.
It will be “shining a spotlight on the creative voices behind the songs during one of the most significant weeks in the music calendar”, according to the announcement.
We are excited to give fans the opportunity to showcase the words and songwriters that inspire them, proudly as a badge of honour
Alix Kram
The takeover features:
• A songwriter-curated vinyl installation – a specially selected collection of landmark albums, inviting guests to rediscover records through the lens of songwriting.
• A live, in-store screen-printing experience with The Word Dept, celebrating some of the most iconic lyrics in British music, featuring work from artists including The Cure, Elton John & Bernie Taupin, Richard Ashcroft, Joy Division and Franz Ferdinand.
• In-store content and exclusive activations and playlists celebrating the art of songwriting.
“These songs have become a cherished part of people’s lives, shaping memories and soundtracking experiences for multiple generations, while helping to define British and global music culture,” said Alix Kram, head of marketing, UMPG. “The Word Dept recognises the songwriters behind those words and celebrates the lasting impact their work continues to have on culture and everyday life. We are excited to give fans the opportunity to showcase the words and songwriters that inspire them, proudly as a badge of honour.”
FOLLOW 
