That’s allowing artists to transact more directly with their T-shirt buyers and gain better insight into who their merch-mad superfans really are. In this Deep Dive, meet the merch-business moguls shaping the industry’s future, the billion-dollar player banking on the merch resale market and the lawyers inking the savviest licensing deals. Plus: how to fight counterfeiters and run your own e-commerce.
Clockwise from top left: Bike: Courtesy of State Bicycle Co. Weeknd, Balvin, Mask: Courtesy of StockX. Mug: Courtesy of Red Star Merchandise. Socks: Sara-Anne Wagonner. Grateful Dead: Courtesy of Amiri. Dylan: Courtesy of Barking Irons. Stones: Courtesy of The Rolling Stones/Bravado.
When the pandemic brought touring to a halt, the merch table went online.