Loud House and OpenWav have formed a joint venture for artist merchandise and fan engagement.
OpenWav was launched by Wyclef Jean and 88rising’s Jaeson Ma in 2025. Loud House Group was created in 2024 by investment firm Preface Global in partnership with Los Angeles-based Loud House Co-Founders Lauren Wilhelm (ex-Amazon)and Mike Palermo (ex-Junk Food Clothing).
The joint venture combines Loud House’s brand development work with OpenWav’s commerce, data, and fulfillment infrastructure, according to a press release on Wednesday (January 28).
The new project seeks to provide artists and IP owners a way to launch, test and scale consumer products globally without holding inventory.
The platform will support product launches across apparel, wellness, home goods, collectibles, and limited-edition items. OpenWav’s on-demand production model allows brands to manufacture products as orders come in, reducing financial risk.
Loud House launched several artist collaborations in 2025 through its Lost Love brand, focusing on limited-run production and alternative materials to reduce waste.
The joint venture will expand that model, adding centralized infrastructure and data capabilities to support a wide roster of artists.
“By pairing Loud House’s creative and commercial capabilities with OpenWav’s data and infrastructure, we’re giving talent and IP owners a repeatable way to launch, learn, and scale—globally and efficiently.”
Lauren Wilhelm, Loud House
Lauren Wilhelm, Co-Founder and CEO of Loud House, said: “This partnership is about building the operating system for modern fan commerce.”
“By pairing Loud House’s creative and commercial capabilities with OpenWav’s data and infrastructure, we’re giving talent and IP owners a repeatable way to launch, learn, and scale—globally and efficiently.”
Jaeson Ma, Co-Founder and CEO of OpenWav, said: “This joint venture reflects OpenWav’s belief that the future of artist commerce is direct, data-driven, and built for scale.”
“By combining Loud House’s creative vision with OpenWav’s commerce and analytics platform, we’re creating a foundation that allows artists and IP owners to build durable, long-term businesses while maintaining a direct relationship with their fans.”
“This joint venture reflects OpenWav’s belief that the future of artist commerce is direct, data-driven, and built for scale.”
Jaeson Ma, OpenWav
The venture will use first-party fan data to inform product design, pricing and release timing. Artists will access direct-to-fan storefronts that connect to OpenWav’s payment processing and fulfillment networks, allowing them to manage operations through a single backend system for analytics, compliance, and reporting.
The companies said the new platform is designed to serve both established and emerging artists.
Beyond traditional merch, the companies plan to expand into diversified consumer products that don’t require inventory.
The partnership comes over a year after Loud House was launched by investment firm Preface Global in partnership with Los Angeles-based Loud House Co-Founders Lauren Wilhelm (ex-Amazon) and Mike Palermo (ex-Junk Food Clothing).
Meanwhile, OpenWav was founded in June 2025 by Grammy-winning artist Wyclef Jean and Jaeson Ma, co-founder of Asian music collective 88rising.
The Los Angeles-baed startup is backed by creator economy-focused fund Connect Ventures, Warner Music Group, Goodwater Capital, Soma Capital, SuperScrypt, Dragonfly, Galaxy Interactive, and Animoca Brands.
Wyclef Jean, the Haitian-American musician who co-founded The Fugees and produced hits for Destiny’s Child and Shakira, has also founded other music ventures including Carnival World Music Group, which provides creative artists with music publishing and distribution resources.
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