NEW GEN Z 101: Unlock & Outlast Microtrends

With concerts cancelled, music merch has evolved. 

Mar 04 2021

With concerts cancelled, music merch has evolved. When COVID forced festivals and concerts to be cancelled, it upended the way artists traditionally sell merch to fans. But when the music industry realized that fans were still eager to snap up clothes and products to “commemorate digital moments,” they took the opportunity to explore new avenues. When Harry Styles released his second album, he premiered “buzzy music videos” and launched an online shop with limited edition capsule collections full of t-shirts, hoodies, beach towels, and prayer candles dedicated to each of those videos—far “exceeding the industry norm.” Dua Lipa sold exclusive merch tied to her livestreamed “Studio 2054” concert, artists like The Killers and Teyana Taylor released clothes that featured track lists “in lieu of traditional lists of tour dates,” and Rufus Wainwright sold “hybrid t-shirts” upcycled from old tour shirts to promote his livestream shows. Meanwhile, Instagram music series Verzuz capitalized on its buzzy, livestreamed battle between Brandy and Monica by selling $230K worth of exclusive hoodies. (WSJ)