The Future. Music merch has gotten a major streetwear update over the past few years. With the lines blurring between music and fashion (Pharrell is the ultimate example), artists may start to routinely crown themselves as designers and launch brands that’ll provide them with income between touring and their next albums.
Brands like Broken Planet, Balenciaga, and Martine Rose have been tapped to make official tour merch for musical acts — especially hip-hop artists.
- The idea is that by making merch more expensive and dropping it in limited quantities, sales will skyrocket.
- That’s become especially important as streaming revenue doesn’t actually make anyone rich, and artists rely on ticket sales and merch for the majority of their income.
- And demand for quality merch is strong — during the pandemic, vintage band tees were a hot commodity.
To get a sense of just how successful limited-edition, high-quality concert merch can be, look no further than Travis Scott’s Circus Maximus Tour — shows in Denver and Dallas saw receipts hit over $1 million per night, which broke new records at their respective venues.
In other words, concerts have now become the ultimate fashion drop — cool, quality pieces tied to a cool, quality experience.