🎶 Merch Is No Longer Just a T-Shirt with a Logo

In 2025, one of the fastest-growing areas in the music business is this: merch, tickets, direct-to-fan sales.

+21.5%. More than any other item.

MIDiA Research says so in its annual report.

• Earl Sweatshirt sells incense.

• Bon Iver sells home fragrances.

• Sabrina Carpenter sells pajamas.

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Objects that say something about the artist without having to scream it.

Many fans under 25 are no longer just looking for the t-shirt with a giant logo. They want curated items.

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39% of fans say they feel exploited by the artists they follow.

When you sell something, you are telling your audience what you think of your relationship with them. If it's an excuse to make money, they understand. If it's a thoughtful item, they understand that too.

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Merch is not the solution to the problem of poorly paid streams. It's a reflection of how much your audience recognizes your identity.