Merch, Money, and Influence: How Female Fans Are Reshaping the Music Economy

Fandom culture has undergone a seismic shift in the past decade.

Music artists are no longer just musicians – they are multi-dimensional brands, and their fans are both their biggest supporters and their most strategic investors. The long queues don’t just end with Ticketmaster; they continue at merch booths, online stores, and fan-run businesses that cater to music lovers. In an era where transmedia dominates consumerism, female fans are leading the revolution, reshaping the music economy in a way that artists and labels cannot ignore.

While it may seem like the dominance of artist-branded merchandise is a recent phenomenon, it goes back decades. The 1960s saw the first wave of music-related consumer culture gain popularity with The Beatles. Beatlemania wasn’t just about record sales – it was a cultural movement. Merchandise featuring The Beatles, including lunch boxes and t-shirts, became highly sought-after items. By 1964, The Beatles’ official merchandise had generated over $50m in sales, equivalent to over $500m today. This marked the first time that merchandise became just as important as the music itself.

Elvis Presley, another pioneer in music marketing, understood early on that fans didn’t just want to hear his music. They wanted to own a piece of him. From branded scarves to Elvis-themed board games, his team truly capitalised on fan devotion. His iconic leather jackets and sunglasses weren’t just personal style choices either, as they became symbols that his fans sought to emulate. Elvis’s personal brand became synonymous with the larger-than-life persona he cultivated, and fans eagerly consumed anything bearing his likeness. He paved the way for the idea that artists were not just performers but also brands.

Fast forward to the 70s and 80s, when rock and metal bands took merchandising to the next level. AC/DC was among the first to make more money off their merchandise sales than their tour earnings, proving that fans were willing to invest heavily in artist-branded products. Kiss, known for their extensive makeup and theatrical performances, became a merchandising empire. Everything from Kiss-branded comic books to action figures flooded the market, solidifying the band as one of the most commercially savvy acts in music history. The rise of band-branded consumer goods in the 1970s and 1980s demonstrated how merchandising could evolve into an entire industry in itself, supporting not just an artist’s tour but also long-term revenue streams.

Fangirls have long been dismissed, often labeled as obsessive rather than influential. However, the reality is that they are the backbone of the modern music industry. The impact of female-driven fandoms is undeniable – whether it’s buying concert tickets, merchandise, or running independent artist-inspired businesses, female fans dictate trends and determine which artists dominate the charts. Their influence extends beyond just streaming numbers or album sales; they actively shape an artist’s brand and longevity in the industry. They are the ones who keep albums on the charts, drive social media engagement, and build the foundation for an artist’s legacy. Their passion fuels the entire ecosystem of modern music marketing.

The twenty-first century case study

Take Taylor Swift’s Eras Tour for example. It was a tour which shattered records in terms of ticket sales, but the numbers behind her merchandise sales are just as staggering. According to Pollstar, Swift earned just under $1.04b in ticket sales in 2023, making it the highest-grossing tour of all time. Beyond that, her merchandise sales at the 60 Eras Tour shows in 2023 reportedly brought in $200m. That’s $200m worth of t-shirts, sweatshirts, and other items emblazoned with her name and logo. For many fans, owning these items is more than just purchasing memorabilia – it’s about feeling connected to the artist in a deeply personal way. Swift’s fan base has cultivated an intimate bond with her, and her merchandise provides a tangible way for them to express their support and maintain that connection. The significance of these items goes far beyond the material. They serve as symbols of belonging to a larger community, and as a means of participating in a shared cultural experience.

For some fans, supporting their favourite artists goes beyond just buying official merchandise. Many are now launching their own businesses inspired by the artists they love. The rise of Etsy, Depop, and Instagram stores has allowed fans to create and sell their own artist-inspired goods, from handmade jewelry, tote bags, song lyric binders, to custom-printed hoodies.

Sparking creativity

I had the chance to chat with small-business owner Hafsa Shariq, a longtime Swiftie who has been a fan since the Reputation era. She considers Swift an idol, not just for her music, but for the emotional connection she has created with her audience.

This intimate connection between fan and artist is at the heart of what makes fan-driven businesses so impactful. They provide fans with a personal, tangible connection to the artists they love, allowing them to express their fandom in unique and creative ways.

Hafsa’s experience is not unique. The desire to own something physical that connects to an artist, a movie, or a song that holds personal meaning is universal. Fan-made merchandise allows people to express their love for an artist in a way that is personal, creative, and, in many cases, more affordable than official merchandise. These businesses not only provide a source of income for fans but also allow for the growth of fan culture in new and exciting ways. It is significant to note, however, that selling unofficial merchandise is not exactly legal and often fan-sellers have to be precise with their product names and descriptions to get away with selling online.

Merchandise has evolved in the past decade, no longer just being hoodies and t-shirts. An unexpected player in the merchandise boom is vinyl. Vinyl records have made a massive comeback, largely fueled by nostalgia-driven consumers. Our generation is obsessed with tangible relics of the past, whether it’s digital cameras, Polaroid pictures, or vintage clothing. Vinyl fits perfectly into this trend. Research from Camoin Associates illustrates the resurgence of vinyl sales. In 1981, vinyl records grossed $2.5b annually. Over the next decade, sales plummeted to an all-time low of 10.6m, but recent data shows a dramatic increase, with vinyl sales reaching $1.2b in 2022. Beyond physical merchandise, digital merchandise and NFTs (non-fungible tokens) are becoming a new frontier for fan engagement.

In December 2022, Daniel Allan and Reo Cragun hosted a live, limited digital release for their eight-track project, Criteria, in a virtual environment. These types of interactive experiences are only growing in popularity, showing that fan engagement is moving beyond traditional merchandise and into digital spaces. NFTs and digital collectibles offer a new way for artists to connect with fans while creating scarcity and exclusivity in the digital world. The resurgence of vinyl, and popularity of NFT’s are yet another example of how fan-driven consumerism is shaping the music industry, proving that fans are willing to invest in meaningful, collectible items.

It is clear that the fangirl economy is no longer just about screaming at concerts, it is about investing in an experience much more long lasting than that. Female fans are changing the playing field, and the music industry is finally catching up. The next time someone dismisses fangirls as overly emotional or obsessive, remind them that fangirls are actually the backbone of the music industry. Their passion, creativity, and dedication have transformed fandom from a niche interest into a global economic powerhouse, shaping the way we experience and consume music.