Who among us has not enjoyed going down the rabbit hole when watching YouTube? One video leads to another, and that second clip leads to six zillion more. In short, YouTube has been a sweetheart to video-sharing fans since its Valentine’s Day 2005 debut, and it is looking to prolong the spark for ages to come through MerchBar, striking a deal that will give music artists a new, built-in platform for selling branded merch and vinyl goods below their videos.
The last 16 months have helped YouTube to gain even more clout with promoting content creators thanks to the addition of Merch Shelf functionality. MerchBar is similar, but exclusive to musical artists. Holders of Official Artist Channels that meet certain requirements can display the bar below their videos, giving fans instant access to merch via both desktop and mobile. YouTube touts it as another way artists can “showcase their own official merchandise to a global audience.”
We have looked at some interesting ways that musicians have aspired to sell more merchandise, and this latest move by YouTube figures to make things even easier. Our true interest lies in pondering which artists are going to profit the most from this relationship between YouTube and MerchBar. It stands to reason that the most successful songsmiths, in terms of YouTube views, will increase their cashflow through the shelf.
But, before the truly heavy hitters take control, DJ and electronic dance music producer Marshmello has won the right to be the platform’s guinea pig through a soccer jersey that’s going for $65. One wonders how many of those he is going to sell, and what the prices of his successors’ garb and other goods will be. What if Justin Bieber, for example, puts some hotel slippers on the site? Are those things going to go for triple digits?
YouTube Pacts With @MerchBar To Help ‘Official Artist Channels’ Drive Merch, Vinyl Sales https://t.co/FPYRfkqwoh
— Tubefilter (@tubefilter) October 15, 2019
U.S. audiences will spend their cash first, as YouTube noted that international music lovers will receive their chance “in the near future.” Given Americans’ allegiance to YouTube and its array of videos, Marshmello, Bieber and others seem destined for a very profitable holiday season.
