How Much You Should Be Charging For Merch


I was just at a show last night at the Echo in east LA. A band from Philly was the 2nd of 3 acts. The other two were local, but this Philly band was who we were there to see. I went with a manager friend of mine who had been following these guys for a few years. There was a pretty decent turnout for a Tuesday night. If I had to guess, maybe 100 in the club. Definitely not packed, but it didn’t feel empty.

I was absolutely floored by this band, Low Cut Connie. They put on a hell of a show. True rock and roll. They tour with a full upright piano – and by the looks of 4 of the 5 band members struggling to just shift it to the side of the stage after their set, makes me think that maybe a keyboard (positioned on a constructed, piano-like structure might be the way to go for the next tour – until they get a full road crew). But either way. I get the aesthetic. And it sounded fantastic.The lead singer/piano player, Adam Weiner, embodied Jerry Lee Lewis – playing style and energy – atop of an indie rock landscape. It worked. After a few songs the drummer, Dan Finnemore, traded spots with the rhythm guitarist and sang lead on a few tunes – grabbing the energy conch from Weiner and smashing it. He eventually scrapped up the pieces and sprinkled them back on Weiner, but by that point no one actually cared who was fronting the band because it just worked. Finnemore and Weiner couldn’t be more different in look and playing style. Weiner a rockabilly piano playing virtuoso in white socks, black shoes, black dress pants and white button down, unbuttoned enough to literally pick a chest hair and blow it out to the front row (f’in right!). And Dan a British gritty rocker, with slicked back hair, glasses, a beard and a denim shirt playing a red Gibson 335. The 3 part harmonies were locked in – a true sign of a well-rehearsed band. The rhythm section was super tight and each player left a pint of sweat on the stage.


It was a great show. So naturally I stopped by the merch table afterwards to get their vinyl and a T. They had someone running their merch for them (good form!) and when she told me the price for the vinyl and T I thought there must be some kind of mistake. $27?! For both? No way.

They were charging $13 for the vinyl and $14 for the T. Way too low!

They left money on the table. I told her to round me up to $30. But still, too cheap.

Don’t just price your merch to cover your expenses, charge what it’s worth and what’s competitive in the market. Merch is THE way that you will sustain your tours and how you can eventually make serious money on the road.

+10 Ways To Sell More Merch At Your Shows

Average rates for TOURING bands playing under 500 cap rooms:

T-shirt (American Apparel or equivalent) = $20
– if the shirt is shitty quality then you can charge less, but don’t make shitty quality shirts.
– offer and DISPLAY female cut shirts. Ladies will appreciate (and buy) them if they are displayed properly

CD = $10

EP = $5

Vinyl Record = $20

Double LP Vinyl Record = $20 – 25

Large Screen Print Poster = $15 – 25 (depending on size, quantity, limited edition, etc)

Standard Tour Poster (11″ x 17″) = $5

Sticker = free (with mailing list signup) to $2

Hoodie = $40

USB sticks (with album(s), artwork, videos, extra goodies) = $15
** If you’re selling these, make sure you have a large, clear display of all that is included like:

* Both of our albums (22 songs)
* Full liner notes and artwork
* 2 music videos
* Exclusive studio documentary (not on YouTube!)
* Super, special, hidden, secret goodies


And make sure to include combos to encourage buying more:

T-shirt + Vinyl = $35

CD + T-shirt = $25

All 3 CDs = $25


Most of your first tours you won’t make much from the venue, promoter or headliner. But these can actually be quite profitable tours if you sell your merch right. ALWAYS announce it from the stage. Make sure you bring lights, extension cord and power strip (just in case the merch location isn’t well lit). Make sure the display is large and enticing. Of course, you should be taking credit (Square is a great option – enable tipping!). And always have someone running the table (not in the band) from when doors open to when they close.

Ari Herstand is a Los Angeles based singer/songwriter and the creator of Ari’s Take. Follow him on Twitter: @aristake

About The Author

Ari Herstand
Writer, Musician, Whiskey Drinker

Ari Herstand is the author of How To Make It in the New Music Business (Dec 2016 - Liveright / Norton). He has been a DIY musician for over 10 years, has performed over 600 shows around the world and released 4 studio albums and 2 live albums. He has had songs featured on multiple TV shows, commercials and films and has shared the stage with Ben Folds, Cake, Matt Nathanson, Joshua Radin, Eric Hutchinson, Milk Carton Kids and Ron Pope. He created the music business advice blog, Ari’s Take in the Spring of 2012 to help DIY musicians navigate the independent world of music. Herstand was born and raised in the Midwest and got his start in the Minneapolis music scene. He rose to prominence locally and consistently sold out the 800 capacity Varsity Theater. He became the go-to musician in the scene for music business advice before he moved to Los Angeles in the Summer of 2010. Currently residing in West Hollywood, Herstand still spends a good portion of his time on the road touring. When at home he splits his time writing music, writing articles, writing his book (out December 2016 with Norton Publishing), playing shows at the Hotel Cafe and acting in TV shows (see him in his co-star appearances on Mad Men, 2 Broke Girls, Aquarius, Transparent, The Fosters, and others)

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6 Responses

  1. Avatar

    Great guideline for bands just new to touring.

    Also consider your genre. In the folk songwriter world you can get away with selling discs at $20 but read your crowd and develop pricing based around your audience.

    You can always lower your price.

  2. Avatar
    Jon Wolske

    Great post! I am often amazed by the high prices of merch at big concerts, and then blown away by the low price at local shows. I know what it costs to get shirts made, so you can get away with not charging what the big guys charge, but since touring revenue is often the only kind of revenue a band will see nowadays (with CD sales down and downloads and streams paying out a fraction of a cent) you need to make sure you are covering your costs and putting gas in the van, food in your bellies and maybe a little in the bank.

    Too many acts think that if you buy their shirt for a low price, you are a walking billboard for the band but I don’t know that the T-shirt has as much impact as they might think. Case in point – yesterday two coworkers were talking about a musician from Norway because one of them was wearing a T-shirt with the artists name and album art on it. The thing is, he was unaware who the artist was and just liked the art on the shirt. The second guy had heard of the artist and was stoked to see someone else who was ‘in the know’, but to the first guy it really was just a cool shirt..

    You should know your value and make sure you are earning what you should be. I was pleasantly surprised at the pricing for merch at a recent Govt Mule show – and of course because the pricing was reasonable (but not too low) we bought more stuff!

  3. Avatar

    Nothing. Merch should be free just like music. Right?

  4. Avatar

    My 2 cents: yesterday night, one of our artists was performing at a nice venue in Paris, approx. 1,000 capacity, it was sold out several days before the show.
    People were happy to pay 15€ (roughly 16$) for a CD.

    • Ari Herstand
      Ari Herstand

      Yes, artists playing bigger cap clubs (and appealing to an older audience) can get away with charging more for their merch across the board. The 40+ crowd is still buying CDs and will pay a lot more at the live show.

  5. Avatar

    Your vinyl pricing is way low (coming from a vinyl collector), I usually see them around the 25-30 mark as long as they are HQ, sometimes if they are just single/pocket style 20, but even then I usually see 25. Everything else on this list is perfectly priced.