Sagoo

What Sagoo does

Sagoo is an independent French licensing and merchandising agency headquartered at 8 Rue Saint-Augustin in Paris. The company acts as an intermediary between intellectual property owners — primarily artist estates, music labels, and entertainment brands — and companies seeking to license those properties for products, packaging, and promotional campaigns across France, Europe, and international markets. Its portfolio spans three categories: visual arts (Keith Haring, Jean-Michel Basquiat, Robert Mapplethorpe, Tom Wesselmann, Kenny Scharf, Patrick Nagel, Gary Baseman, Catalina Estrada, Jeremyville, Planet Cat), characters (Miffy, Emily the Strange), and music artists (Pink Floyd, David Bowie, AC/DC, Ed Sheeran, Gorillaz, Green Day, Gojira, Miles Davis, Whitney Houston, Janis Joplin, Frank Sinatra, Blondie, Joy Division, Grateful Dead, Joséphine Baker), plus cultural properties such as Woodstock.

Sagoo's core technology and proprietary assets are its representation rights and licensee relationships rather than software. The company bundles several Artestar-managed artist estates into a single European offering and curates bespoke collaborations — notably the 2024 Dom Pérignon x Basquiat limited edition champagne and a March–April 2024 Miffy pop-up at Galeries Lafayette Haussmann co-developed with chocolatier Jean-Paul Hévin. The agency's go-to-market is enterprise field sales supplemented by industry trade shows (Brand Licensing Europe, stand A158) and content marketing via its website and Instagram.

The revenue model is licensing royalties and agency commissions negotiated case-by-case with licensees; pricing is not publicly disclosed. The company is privately held, owner-operated (Beyant Sagoo, Founder), with no disclosed funding rounds, parent company, or institutional investment. Headcount is in the 11–50 range, consistent with a boutique IP representation business.

Name

Sagoo

Legal name

SAGOO

Website

https://sagoo.fr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sagoo is an independent Paris-based licensing agency that represents iconic artist estates (Basquiat, Haring, Mapplethorpe), music brands (Pink Floyd, Bowie, Ed Sheeran, AC/DC), and characters (Miffy), connecting IP owners with licensees across France, Europe, and internationally for products, collaborations, and brand activations.

Ownership category

akta.pro rank

Product category

Brand Licensing Services

NAICS

Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (533), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

SIC

Patent Owners & Lessors (6794)

akta.pro primary industry

Merchandising, Character & Brand Licensing (MPADALAF)

akta.pro secondary industries

Talent, Likeness & Personality Rights Licensing (MPABANAG), Luxury Licensing & Brand Management (CRAKAFAL), Brand Guidelines, Governance & Brand Management (BPAFAEAF)

Keywords

• Brand licensing agency
• Artist rights management
• Merchandising licensing
• Intellectual property licensing
• Entertainment brand licensing

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Licensing Representation: Sagoo acts as an intermediary between brand/artwork owners and companies seeking to license those properties. The agency earns commissions or fees for representing and managing the intellectual property rights of artists and music brands in France, Europe, and internationally.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Sagoo is an independent licensing agency based in Paris that represents artist and brand intellectual property rights, connecting rights owners (artists, estates, music labels) with businesses seeking to license iconic properties. The agency negotiates and manages licensing deals across Arts, Characters, and Music Artists categories, earning commissions on transactions. Its portfolio includes properties such as Basquiat, David Bowie, and Blondie, used in collaborations with brands like Dom Pérignon, Galeries Lafayette, and Jean-Paul Hévin.

Product overview

Sagoo is an independent licensing agency specializing in brand and artist rights representation in France, Europe and internationally. The company acts as a strategic link between brand owners and businesses, helping transform creative ideas into quality products and experiences. Sagoo offers a comprehensive range of licensing services including strategy development, portfolio management, contract negotiation, and marketing support. The company represents a portfolio of iconic properties spanning three main categories: Arts (including Keith Haring, Jean-Michel Basquiat, Robert Mapplethorpe, Tom Wesselmann, Patrick Nagel, Gary Baseman, Kenny Scharf, Catalina Estrada, Jeremyville, and Planet Cat), Characters (including Miffy, Emily the Strange), and Music Artists (including The Beatles, AC/DC, Pink Floyd, Green Day, Ed Sheeran, Gojira, Frank Sinatra, Gorillaz, Joy Division, Grateful Dead, Blondie, David Bowie, Miles Davis, Whitney Houston, Janis Joplin, and Joséphine Baker). The company also represents cultural properties like Woodstock and develops collaborative projects such as the Dom Pérignon x Basquiat limited edition and pop-up events at Galeries Lafayette.

Differentiator

Problem solved

Functional benefit

Products and services

• Arts Licensing Representation
• Music Artists Licensing Representation
• Character Licensing Representation
• Brand Partnership Curation

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship and core.

• Dom PérignonflagshipStrategic or Co-development Partner · 1 October 2024Dom Pérignon collaborated with Sagoo-represented artist Jean-Michel Basquiat for a limited edition champagne release in 2024. This prestigious collaboration features Basquiat's iconic artwork on Dom Pérignon bottles, representing a high-profile licensing partnership in the luxury goods sector.
• Galeries Lafayette HaussmanncoreChannel Partner/ Reseller/ Distributor · 1 March 2024Sagoo organized pop-up stores for licensed brands including Miffy and Les Bisounours at Galeries Lafayette flagship store in Paris. These events ran for 3-5 weeks in March 2024, featuring exclusive merchandise and product collaborations.
• Jean-Paul HévincoreStrategic or Co-development Partner · 1 March 2024Master chocolatier Jean-Paul Hévin collaborated with Sagoo for the Miffy pop-up at Galeries Lafayette, creating exclusive chocolate products shaped like the Miffy character. This partnership combined the art licensing brand with artisan chocolate expertise.
• ArtestarflagshipStrategic or Co-development Partner · 1 January 2024Artestar is a major artist representation agency that Sagoo works with to represent several artists in France and Europe, including Keith Haring, Jean-Michel Basquiat, Robert Mapplethorpe, Kenny Scharf, Tom Wesselmann, Patrick Nagel, and Gary Baseman.
• WoodstockcoreOEM/ Whitelabel/ Licensing PartnerSagoo represents the Woodstock festival brand and its iconic imagery for licensing purposes. The partnership focuses on developing merchandise and brand extensions that celebrate the festival's heritage and counterculture symbolism.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• WildBrain CPLG: One of the largest European brand licensing agencies, part of WildBrain. Directly comparable as a B2B licensing intermediary connecting rights holders with licensees across consumer products, exactly Sagoo's model at much larger scale.
• IMG (Endeavor): Global talent and brand representation business covering licensing, endorsements and brand strategy. Comparable in artist/brand representation and licensing, but at vastly larger scale and with broader services including sports and events.
• Beanstalk: Global brand licensing agency managing iconic IP portfolios. Directly comparable business model — representation of brand owners and brokering licensing deals — but operating globally with a much larger team and portfolio.
• Authentic Brands Group: Major global brand owner and licensing platform that owns or manages iconic consumer and entertainment IP. Comparable as a counterparty and competitor in the artist/brand licensing space, with significantly more capital and IP ownership.

Direct peers

• Bulldog Licensing (DRG): UK-based independent licensing agency representing brands, artists and entertainment IP. Directly comparable business model to Sagoo, operating in a similar European mid-market niche.
• Brandgenuity: Independent global brand licensing agency building licensing programs for brands and entertainment properties. Directly comparable as a B2B licensing intermediary serving similar brand-owner and licensee customer segments.
• Artestar: Global artist representation and licensing agency managing rights for many of the same artists Sagoo represents (Basquiat, Haring, Mapplethorpe, Wesselmann). Most direct comparable — also a partner, but functionally a peer in the artist licensing space.
• Epic Rights: Music-focused brand management and licensing agency (acquired by Universal Music). Directly comparable for Sagoo's music-artist licensing business (Bowie, Sinatra, AC/DC, Pink Floyd) with similar representation and merchandise activation capabilities.
• Maurizio Distefano Licensing: Independent European licensing agency operating across Italy and broader Europe. Comparable boutique-scale licensing intermediary working with artist brands and entertainment IP, similar independent positioning to Sagoo.
• Global Icons: Brand licensing agency representing iconic lifestyle, entertainment and celebrity brands for licensing and merchandising. Closely comparable model — independent intermediary monetizing celebrity and entertainment IP — directly competing for similar mandates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sagoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sagoo