How do you build merch that actually connects with fans? In this episode of Bobby Owsinski’s Inner Circle, I sit down with Seamus Menihane, CEO of Armada, a top-tier merch company helping artists, from indies to heavy hitters, turn merch into a true brand extension. 

If you've ever wondered what merch sells best, how to price it, or how to avoid costly mistakes, Seamus breaks it all down. With his roots as a touring drummer and years running Downright Merch, he’s built Armada into a full-scale merch partner that delivers everything from screen printing to full e-commerce. 

This is your inside look at what works, what flops, and how artists can take control of their merch game.

KEY TAKEAWAYS
• Keep your merch line small and focused
• Over-ordering too many products hurts profitability
• Best-selling item is still the black t-shirt
• Vinyl reissues and preorders perform extremely well
• Indie artists need to think beyond just screen printing
• Custom apparel adds premium pricing but costs more to produce
• Merchandise profit margins depend on volume
• E-commerce is essential for indie artist success
• Print-on-demand is a smart test tool for new ideas
• Merch advances are real, but mostly for high-end artists

BEST MOMENTS
00:01:05. “Armada is a result of a recent merger between Downright Merch and Overcast Merch.”
00:02:12. “We lead first with the direct to consumer side of the business.”
00:03:25. “We proactively put designs in front of them.”
00:04:16. “I would go on tour and come back and I would work at a screen printing shop.”
00:10:28. “You can’t go wrong with a black t-shirt.”
00:12:06. “Custom apparel that we design definitely sells at a premium.”
00:14:52. “The kids just aren’t drinking anymore.”
00:26:01. “Consistency day in and day out… that’s crucial for any endeavor.”

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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