Merchandise serves the two-fold purpose of connecting fans with a brand/artist and generating much needed revenue. With the dwindling profits from music streaming merchandise has become one of the dominant revenue sources for artists, so much so that record labels began signing the infamous “360-deal” with artists to capture some of that money.
Merchandising has to be well thought out and cohesive to the artist’s brand and identity. After all, when a fan where’s their favorite artist’s t-shirt, they are proudly claiming that the artist is part of their own identity. While some fans casually by a band’s t-shirt other seek to collect every piece of merchandise and artifact available. Merchandise is one of the last physical connections a fan has to an artist in an increasingly digital world.