The Modern Artist Merch Strategy

The Modern Artist Merch Strategy

Date: Fri Jun 10, 2026

Time: 4:00 PM

Location: DROM

New York Music Month and the NYC Mayor's Office of Media and Entertainment have partnered with Merch Cat to bring you The Modern Artist Merch Strategy!

Join Merch Cat Founder Vanessa Ferrer and special guests Crystal Gans (Mind Our Music Management) and Jennifer Sullivan (KiT Better) for a fun and informative workshop exploring the modern artist merch strategy.

Through real-world case studies, discussion, and interactive group exercises, we’ll break down what drives fan purchasing, how to create effective merch products and experiences, and how artists can plan for both live show and digital merch sales. Topics will include branding, fan connection, product strategy, live show sales, online opportunities, and building a merch approach that supports long-term artist growth.

Whether you're an artist, band manager, or music industry professional involved in merch and fan engagement, this event is designed to help you develop, refine, or scale your merch strategy while connecting with others in the music community.

Happy hour mixer to follow!*

We look forward to seeing you there!

Workshop Description:

The Modern Artist Merch Strategy

Live Shows, Online Channels, and Fan Communities

In today’s music landscape, merchandise is not only a crucial revenue stream. It's also a key part of how artists engage fans and build community. In this interactive workshop, we’ll explore how artists can build a merch strategy that connects live shows, online channels, and fan communities. Through real-world examples, a fireside chat, and group exercises, participants will learn why fans buy merch, how to design items that resonate, and how to plan merch for both on- and offline success. Attendees will leave with actionable insights to elevate their merch game.

New York Music Month is an initiative of the NYC Mayor's Office of Media and Entertainment.

Info: After the work is done, join us for a sponsored happy hour mixer to meet and mingle with host and attendees. Must be 21 or over to consume alcohol. Valid identification required.

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Host or Publisher Merch Cat