These pieces are cooler than ever.
Byrdie / Courtesy of Artist
Merchandise has been a cornerstone of artist branding for decades.
However, in recent years, merch has evolved into so much more.
Byrdie / Courtesy of Artist
These pieces have become equal parts fandom and fashion statement.
“It’s a market that is very quickly expanding and evolving.
In the current pop culture zeitgeist, relevant, trendy tour merchandise is plentiful.
Byrdie / Charli XCX
Beyond that, merch creates a sense of community with other fans.
What happens when you see someone wearing a t-shirt of your favorite band or a sticker on their laptop?
Byrdie / Charli XCX
From the 1950s till now, the merchandise market has steadily reached new heights.
Byrdie / Courtesy of Artist
“Merch is a really important revenue stream for artists,” Devlin says.
Contemporary examples show that fans no longer want cookie-cutter products that feel like a cash grab.
Theres a visible desire for wearable, cool pieces that authentically reflect the aesthetic of their favorite artist.
Byrdie / Courtesy of Artist
“Merch should represent a celebrity’s public persona,” Nikolajev adds.
According to Nikolajev, this online frenzy makes sense as Pinterest searches for celebrity-based merchandise are also increasing significantly.
The growing interest shows how important it is for artists to continue investing in their community.
Byrdie / Courtesy of Artist
So, What’s Next?
Industry leaders and consumers alike are excited about the continued evolution of merch.
“To me, this shift is a two-way street.
“We’re starting to see artists take this more innovative and super playful approach,” Devlin says.
Exclusivity will be an equally important factor for artists to consider.
“Exclusivity is the most important factor,” Nikolajev says.
