This week on the New Music Business podcast, Ari sits down with Seamus Menihane, CEO and Co-Founder of the merch company, Downright Merch (now known as Armada). This merch company has paid out over $30 million to clients and they currently manage over 250 merch stores for artists including Thrice, Tom Morello and Death Row Records, as well as clients such as Grillo’s Pickles, Every Day Astronaut and Matty Matheson. 

In this episode, Ari and Seamus dig into all things merch. They discuss online versus touring merch sales, fanclubs, pre-sale campaigns, and large-scale transparency issues that come up between venues and promoters. Seamus and Ari also discuss which merch platforms work best for musicians, how to ‘merchandize’ your audience, and the importance of superfans. You’ll also get the inside scoop on Downright’s recent merger with Overcast to create their new brand Armada, and the exciting new ways they plan to operate. 

https://www.poweredbyarmada.com/about

04:14 – Intro

05:29 – Indie Merch Merger

09:44 – Impact of Merger

15:59 – Brand Management

19:14 – Case Examples

24:44 – Online vs. In-Person

29:14 – Online Strategies

35:59 – Tech in Merch

39:14 – Future of D2C

44:14 – Closing

Edited and mixed by Peter Schrupp

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

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