Merch, Music and Microchips: How Fashion Tech is Powering the Next Wave of Concert Experiences
Summer is here, and while the temperatures rise, so does the opportunity to reimagine one of music’s most profitable channels: merchandise.
I’m Jessica Couch, a fashion technology expert, and this is Fashion Tech 101 — where we explore practical use cases of emerging tech in fashion and retail. Today, we’re looking at how fashion tech and music can combine to create deeper, more valuable experiences through merchandise.
Rethinking Merch: A Billion-Dollar Opportunity
Merch isn't just an add-on. It’s a multi-billion dollar revenue stream. Let’s look at the numbers:
Taylor Swift reportedly earns about $1.6 million per show in merch on the Eras Tour.
BTS generated over $550 million in merch revenue alone.
Billie Eilish broke personal merch sales records with a 130 percent increase at a single event.
Drake’s OVO clothing brand contributes $50 to $75 million annually.
The global music merchandise market is expected to hit $16.3 billion by 2030. And yet, for most artists, the merch table still looks the same as it did a decade ago. Basic tees, basic sales, basic engagement.
Enter Fashion Tech: A New Layer of Experience
At the Store of the Future, Avery Dennison demoed a technology that integrates NFC (Near Field Communication) chips and AR (Augmented Reality) directly into apparel. When a customer scans the chip with their phone, it activates an immersive digital experience — audio, video, interactive visuals.
This isn’t just about novelty. It’s about extending the life of an experience and deepening fan engagement. Imagine if a hoodie could unlock unreleased music, exclusive content, or even access to a future event. It’s like the golden ticket from Charlie and the Chocolate Factory — but embedded in a sleeve.
This kind of tech transforms merch into a storytelling vehicle, a membership card, a portal.
Why Super Fans Matter
Super fans are responsible for over $4 billion in annual artist-related purchases. They’re not just casual listeners — they’re investors in culture. Giving them exclusive, tech-powered merch helps sustain that connection and makes every purchase feel personal.
And contrary to what some may think, the cost of adding NFC or AR elements is minimal — often just pennies on the dollar. This is a high-impact, low-barrier upgrade.
Practical, Profitable, Proven
The tech isn’t theoretical. It’s real, accessible, and already tested. Artists can distribute a limited batch of NFC-enabled pieces that offer tiered levels of interaction — new music drops, discount codes, private meet-and-greet invites, or early access to future merch.
The T-shirt, long sleeve, and hoodie remain the top sellers in concert merchandise. Surprisingly, tote bags are also a major player — even though I personally think they’re overrated. But if they sell, they sell. Why not upgrade them?
What This Means for Artists and Brands
Technology like Avery Dennison’s gives artists, brands, and creators a way to connect directly with their audience and give them something more meaningful than just a logo tee.
You’re not just selling a shirt. You’re offering access, status, memory, and engagement — all in one package.
The future of fashion tech isn't just about virtual worlds or complex digital garments. It’s about finding smart, simple ways to layer value into the physical products we already love. Concert merch is one of the most obvious and underused applications of this idea.
It’s time to make merch smarter.