Here’s a number that should make every musician sit up and take notice: a single T-shirt sale equals 6,549 Spotify streams in revenue – on Spotify alone. For Apple Music, it’s 2,554 streams and, on YouTube, a staggering 27,400 streams! In an age where streaming has largely commoditised music, African startup Mercha has identified the holy grail of artist revenue – merchandise. But not just any merch. We’re talking about a streamlined, no-upfront-cost system that’s revolutionising how African artists monetise their brands.
“People kept telling us African artists don’t sell merchandise. That wasn’t the problem – the problem was that there wasn’t any infrastructure to do it,” says Kyle Brown, CEO and Director of Mercha, sitting in their Randburg headquarters on a sweltering Monday afternoon.
Pictured (from left): Jerry Sabwa, Director of Merchandising; Kyle Brown, CEO & Director of Merchandising; and Zanda Isaacs, Director of Merchandising.
The stats back him up. While artist merchandise is a US$3.1 billion industry globally, growing at 9.4% annually according to Billboard, the African market has remained frustratingly untapped. Globally, merchandise contributes up to 50% of an artist’s revenue stream, but artists on the African continent haven’t been creating or selling merchandise until now.
Their product lineup tells a story of careful market research and strategic pricing. The Classic T-shirt, their bestseller at R399, comes in black, white, navy, army charcoal and red, crafted from 100% cotton with a weight of 165-180gsm. The premium hoodie line (R699) features a cotton-rich, brushed fleece construction at 280gsm, available in black, grey melange, lilac and aviation blue. Each piece represents a perfect balance of quality and affordability.
What’s fascinating is their production process. The Mercha facility houses a comprehensive suite of cutting-edge techniques. Their direct-to-film (DTF) printing delivers vibrant, durable designs. Direct-to-garment (DTG) technology allows for intricate-detail work. Traditional techniques like embroidery and vinyl printing round out their capabilities, ensuring that they can handle any design challenge.
The business model eliminates traditional barriers to entry. Artists either bring their own designs (earning 75% of profits) or use Mercha’s design services (65% to the artist; 10% to the designer). Mercha maintains a consistent 25% cut, but only after sales are made. No upfront costs, no minimum orders and no risk.
Their collaboration successes are impressive. The roster reads like a who’s who of African music: A-Reece, Nadia Nakai, Rowlene, Jay Jody, PatrickxxLee, M.O.T.I, ROIII, Ricky Tyler and Mellow & Sleazy. Beyond music, they’ve partnered with corporate clients like Rhema Church, Gibela Rail and Techroq, proving the model’s versatility.
The production timeline is ruthlessly efficient. Initial design collaboration takes two weeks, followed by digital application (3-5 days) and upload (2 days). Orders are produced and shipped within 1-5 business days. Monthly profit-share payments ensure regular income for artists, with a R500 threshold for payouts.
Their technical capabilities set them apart. Mercha offers end-to-end service: top-tier graphic designers, high-quality printing, packaging and delivery. Real-time sales tracking gives artists instant insights into their merchandise performance. The platform seamlessly connects artists with their fans through a dedicated online marketplace.
International collaborations demonstrate their growing reach. Partnerships with artists like Ammarra Brown, Neon Dreams and Gemma Griffiths show they’re not just a local solution. Entertainment companies – including Muthaland Entertainment, Trace Music and Africori Music Group – have recognised the platform’s potential.
The team’s expertise runs deep. With over 30 years of collective music industry experience, they’ve worked with Universal Music and Trace Africa, managed major artists and built strong industry relationships. This background informs every aspect of their operation, from artist relations to production quality.
Their expanded product range includes oversized crops tops (R399), sleeveless T-shirts (R399), sweat shorts (R450), caps (R350), beanies (R249) and tote bags (R249). Each item undergoes rigorous quality control, from material selection to final production.
For live events, Mercha offers flexible solutions. Events under 300 people get a 70/30 royalty split, while larger events can choose between 70/30 with upfront merchandise purchase or 50/50 with Mercha absorbing production costs. They even handle travel costs within Gauteng, streamlining logistics for artists.
As the interview wraps up, the team’s unified vision becomes clear: “We all have one core belief – that Mercha can positively impact the lives of creatives.” It’s not just about selling products; it’s about creating infrastructure where none existed before.
For an industry long plagued by exploitation and unfair revenue models, Mercha represents something revolutionary: a fair shot at the merchandise market that has enriched artists globally for decades. By removing barriers to entry and providing comprehensive support, they’re not just filling a gap in the market – they’re creating an entirely new ecosystem for African creative success.
For collaborations and inquiries, email info@mercha.co.za.
The post Mercha Turns Artist Recognition Into Revenue appeared first on HYPE Magazine.
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