YouTube has announced a partnership with online music merchandise retailer Merchbar, to help artists sell their official merch and vinyl, alongside their videos.
YouTube wants to help artists with Official Artist Channels connect more deeply with their fans. And what better way to do so than by allowing fans to find and buy artist merchandise right from within its platform?
To make this connection a lot more effective, YouTube is partnering with Merchbar, an online merchandise retailer with currently over 1,000,000 items from 35,000 bands. Through the partnership, YouTube will help fans “deepen their connection with their favorite artists” by surfacing official merchandise and vinyl alongside videos.
According to a recent announcement, “this collaboration is another way YouTube is working with artists to become their most valuable platform, providing a single place to share their music, promote upcoming tour dates and showcase their own official merchandise to a global audience.”
Merchandise is a very important part of artists’ album campaigns, and, with the move, YouTube is providing access to merch directly. Fans who watch artist videos will now be able to see a shelf with branded merchandise, which they can then buy on Merchbar’s website.
As part of this launch, Marshmello has created a special limited edition soccer jersey that is available exclusively to Merchbar and YouTube.
The merch shelf is placed below videos on both mobile and desktop – and offers a big opportunity to drive awareness of artists’ latest releases and merchandise. Currently, eligible artists who have an Official Artist Channel and a Merchbar store with US fulfillment can sign up for the merch shelf within YouTube Studio.
The features will be rolling out in the US for the time being, however, YouTube says it’s working to expand it internationally, in the near future.
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