How some musicians are using video to boost merch sales

A few smart and creative artists are selling exponentially more merch using innovative marketing strategies driven by tech from Single and Shopify. Read, watch, learn, and get ready to earn.

via Single

August 2023 was a bang up month for the music industry when it comes to fan engagement and merchandising. From intimate acoustic sets to album listening parties, musicians and their teams found unique and effective ways to connect with their audiences while boosting sales. Here’s a recap of some standout events that caught our attention:

Beauty School Dropout’s “Dropout Closet”

What Happened: A unique twist on merchandising, Beauty School Dropout hosted a virtual T-shirt cutting party where fans joined band member Colie Hutzler in customizing their “World Tour Tees,” all set to a live acoustic performance.

Key Takeaways:

  • The event effectively combined free entertainment, community building, and direct-to-consumer sales.
  • Using Shopify for this experience allowed the band to capture valuable fan data for future engagement.
  • Proved that merch can be more than just a product—it can be an experience that deepens fan connection.

Sara Evans Celebrated ‘Restless’ Anniversary at Ryman Auditorium

What Happened: To mark the 20th anniversary of her ‘Restless’ album, Sara Evans broadcasted the tribute concert at the Ryman to her Shopify store.

Key Takeaways:

  • A unified fan experience as fans could buy tickets, shop for merch, and watch the concert all in one place.
  • Significant increase in online sales and mailing list signups.
  • A heartfelt moment as Sara received an invitation to join the Grand Ole Opry, adding an emotional layer to the event.

Old Crow Medicine Show’s Album Listening Party

What Happened: Before the public release of their new album “Jubilee,” Old Crow Medicine Show organized an exclusive listening party, interspersed with pre-recorded band commentary.

Key Takeaways:

  • Direct-to-consumer strategy allowed the band to control fan data and sales through their Shopify store.
  • Generated buzz and early sales for the upcoming album.
  • Fans had an opportunity to chat, purchase album-related merch, and even win a signed test pressing. 


Nightly’s Vinyl Signing Livestream

What Happened: Just days before their new album release, Nightly engaged with fans by signing limited edition vinyl copies during a live stream on their Shopify store.

Key Takeaways:

  • No paywalls or memberships required, making the event accessible for all fans.
  • Fans could chat with the band, purchase the limited vinyl, and get a personalized signed copy in real time.
  • Captured fan data through store sign-ups and successfully drove excitement and sales for the exclusive vinyl.

Looking Ahead

Video continues to transform Shopify stores into immersive, interactive environments for artists. As artists explore new ways to creatively engage fans, we can expect more intimate, authentic events designed to forge lasting fan loyalty.

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