Merch Tips Every Independent Artist Needs

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Want to boost your merch sales without wasting time or money? In this episode of Bobby Owsinski’s Inner Circle, I sit down with Seamus Menihane, CEO of Armada, to unpack what every indie artist needs to know about merch. From pricing and product selection to branding, logistics, and print-on-demand, Seamus shares real-world advice that helps artists build smarter, more profitable merch strategies.

Whether you're launching your first shirt or managing a full e-commerce store, this is essential listening for any artist serious about building a fan-first brand.

In This Episode:
• Why indie artists need to stop overcomplicating their merch
• What merch items deliver the best profit margins
• How to balance inventory risk with print-on-demand
• The importance of a brand-aligned merch line
• How Seamus transitioned from drummer to merch CEO
• The impact of venue closures and Live Nation’s merch cuts
• Why black t-shirts still dominate
• How e-commerce is evolving for musicians

YouTube Chapters:
00:00:00 - Coming up...
00:00:42 - Who is Seamus Menihane?
00:01:25 - From band merch to full-scale operation
00:02:12 - Why Armada is more than just a printer
00:03:25 - Artists often lack graphic support
00:04:16 - Seamus’ screen-printing roots
00:06:00 - Transitioning from touring to business
00:08:11 - Life after the road
00:08:26 - Armada’s merger story
00:09:30 - Top selling merch items
00:10:28 - Black tees, hoodies, and creativity
00:11:33 - Price points that fans accept
00:12:42 - High-margin merch
00:14:46 - Fewer venues and merch cuts
00:16:02 - Merch advances for big artists
00:17:00 - Weirdest merch they’ve made
00:26:01 - Final thoughts and wrap-up

Thank you for tuning in to Bobby Owsinski’s Inner Circle, the podcast that takes you deep inside the music industry. Each week, Bobby shares insights, news, analysis, and conversations with the movers and shakers shaping today’s music world.

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