Merchandising as a brand extension

[talk in english]

Merchandising is a marketing tool within the music industries since the 60s. Besides being a way of making revenue, merchandising products work as a brand extension for an artist or label. Nowadays, there are more collaborations between artists and brands, designers or high fashion designers than ever, reinforcing the importance of merch products.

This panel aims to discuss the evolution of merchandising, its relationship with design and fashion and how it serves as a way of commercialization of the artist’s brand.