Delivery

Edible, performers make 'beautiful music together'

Photo: iStock.

March 11, 2021

Since the launch of its music platform in May last year, Edible, a deliverable eCommerce brand, has published original music from 25 up-and-coming artists, making their songs accessible to the 40 million-plus customers, who visit edible.com annually, according to a news release.

Edible Music has published three exclusive seasonal albums since its Mothers Day 2020 launch, including two volumes of "Songs for Mom," as well as "Songs for Sweethearts." The productions are available to buy or download via edible.com as an add-on or bundle bonus to the brand's products. Edible also showcases some of the work, like an original song by Andrew Simple, in its Valentine's campaign.

"From our founding as a single store in Connecticut to our global network of franchisees, Edible's story is one of creating opportunities for individuals to achieve the American Dream. This is just one more way we are bringing that story to life," Edible President and COO Cheikh Mboup said in the release. "Edible Music is about opportunity and providing a new way for emerging artists to introduce their music to millions of potential fans around the world. At the same time, their music gives our customers another way to use Edible gifts to create emotional connections with friends and loved ones."

Edible has been a brand spin-off machine over the past year, creating BakeShop, FruitFlowers and Printible business sub-categories. The brand credits the new lines with helping it achieve 46% sales growth YoY in 2020.

When QSRweb asked the company whether additional subcategories featuring the work of upcoming artists in other specialties might be coming in the future, the brand said in an email, "We are always open to looking at a number of innovative ways to expand our edible music platform."

Edible Brands, based in Atlanta, has more than 1,100 stores globally.