Emerging artists who fail to maximize merchandise sales at live shows are leaving significant revenue on the table, according to Tony van Veen, CEO of Disc Makers. In a recent analysis, van Veen outlined four straightforward adjustments that can triple per-show merch income.
Mention Merchandise from the Stage
Van Veen advises artists to write “merch” in large letters on their set list as a visual cue. The reminder should be placed a few songs into the performance, ideally after a high-energy track when the crowd is most engaged. A second mention before the final song reinforces the message. “Hey, we’ve got our latest album on CD and vinyl at the merch table in the back. We’ll be there after the set. Come say hi,” van Veen suggested as a simple, direct script. Without a verbal prompt, he noted, many fans will not seek out a table tucked into a dark corner of the venue.
Create a Special Offer
Bundling items or adding a personal touch can lower the barrier to purchase. Van Veen recommended offers such as a free poster with a vinyl record, an autographed CD, or a “pay what you can” option. The name-your-own-price approach, while counterintuitive, consistently lifts total unit sales. Artists who have tested it report that the average price per album often ends up near the original asking price. “By having a special offer, you’re not devaluing your music. Instead, you’re lowering the friction and increasing sales,” he said.
Accept Card Payments
In 2026, van Veen stressed, cash-only transactions are a missed opportunity. “If someone wants your vinyl record and you say ‘cash only,’ that sale probably just went out the window,” he said. Mobile card readers from services like Square allow artists to accept payments via smartphone, removing a common obstacle for fans who no longer carry cash.
Be Present at the Merch Table
Disappearing backstage after a set is the biggest mistake an emerging artist can make, according to van Veen. He urged performers to tell the audience, “We’ll be at the merch table right after this,” and then arrive there within minutes. A strong performance followed by a personal appearance creates a line of fans eager to meet the artist, get items signed, and take photos. “When you’re physically standing behind that table and smiling, autographing, taking pictures, and talking to fans… sales go up,” van Veen said. The interaction also builds lasting fan relationships that drive future ticket and album sales.
These simple shifts, he said, can significantly increase both revenue and fan connection.
