This article discusses how, in a music industry that is still recovering from the tidal wave that was Napster two decades later, the power of merchandise and direct-to-consumer (D2C) sales has been well established. The amount of creativity taking place within this booming sector is maybe less well known. The way product is made, marketed, distributed, and delivered to consumers has changed dramatically. I will use this information to further my points that touches on the business aspect that makes merchandising so solid.