How Independent Artists Can Maximize Merch Profits Without Overspending | Bobby Owsinski's Inner Circle Ep. 594

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.”

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