Josplay recently hosted a focused and practical webinar titled “From Music to Merch: Building Your Fashion Brand as an African Artist.” The session brought together two industry voices with real field experience:

Chinedu Bright – Creative Director & Artist Manager

Abu Christopher – Founder, 1606 Clothing

The conversation examined what it truly takes for African artists to transition from releasing music to building fashion-forward identities that resonate with fans and generate meaningful revenue.

This report highlights the insights shared, the strategic lessons for artists, and the broader implications for Africa’s creative economy.

1. Merch as an Extension of Identity

Both speakers emphasized that merch is not an accessory – it’s an extension of the artist’s story.
Strong merch reflects:

• your colors
• your symbols
• your design language
• your emotional energy
• your cultural influences

Fans buy identity first, product second. When your merch aligns with your artistic narrative, it becomes a symbol of connection between you and your audience.

2. You Don’t Need Fame to Begin

A recurring message during the webinar was that artists should not wait to “blow” before experimenting with merch.
Even ten committed fans can form the base of a sustainable merch journey.

Early experimentation helps artists:

• test ideas
• learn what resonates
• build habits of consistency
• develop a recognizable brand language

Small circles grow into communities over time.

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3. Quality Determines Longevity

Abu stressed that quality is one of the strongest predictors of repeat sales.
Low-quality fabric or poor print work damages trust quickly.
High-quality merch, even in small batches, builds long-term credibility.

Artists should avoid shortcuts when choosing:

• fabric
• printing methods
• finishing
• packaging

Strong quality encourages fans to return for future drops.

4. Avoid Mass Production – Use Pre-Orders

One of the most common mistakes artists make is producing merch in bulk without understanding demand.
The result is unsold inventory, wasted money, and sizing issues.

The safer model is pre-orders:

• Announce your design
• Allow fans to order
• Produce only what is paid for

This method removes risk and keeps the artist in control of costs.

5. Collaboration Strengthens Creative Output

The speakers underlined that merch creation is not a solo mission.
Artists should collaborate with:

• designers
• tailors
• stylists
• photographers
• content creators

Collaboration brings new perspectives, improves execution, and exposes your work to new audiences.

6. Contracts Matter as Much as Creativity

Abu highlighted that many artists get trapped by unclear agreements, especially when partnering with designers or fashion brands.
Before entering any collaboration, artists must pay attention to:

• ownership of designs
• buy-out clauses
• revenue sharing
• duration of agreements
• exit options

Clear contracts protect long-term creative freedom.

7. Merch Goes Beyond Clothing

Merch is not limited to t-shirts and hoodies.
Artists can produce:

• posters
• mugs
• wristbands
• accessories
• lifestyle items
• digital collectibles
• limited-edition artwork

Anything that reflects the artist’s identity can serve as merch.

Exploring unconventional merch categories gives artists room to stand out.

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8. Build Your Identity Before You Build Merch

For developing artists, Chinu recommended focusing first on clarifying identity — sound, message, visual direction, and story.
Merch becomes powerful only when fans already understand who you are.

Identity first. Merch second.

9. How Merch Evolves Into a Full Brand

The webinar also explored how merch can transition from simple fan items into large-scale ventures.
Examples such as Beats by Dre, apparel collaborations, or lifestyle extensions show that strong artist identities can fuel global brands.

For African artists, this potential exists — but it requires:

• clear positioning
• steady growth
• a strong community
• a brand that outlives individual releases

Merch can start small but evolve into a long-term business.

10. The Bigger Picture for African Creatives

The webinar reinforced a broader truth:
African artists have untapped potential in fashion.

With an intentional approach, merch can become:

• a new income stream
• a storytelling tool
• a cultural export
• a bridge between art, fashion, and identity

Josplay will continue to create these knowledge-sharing platforms to empower artists to build sustainable careers beyond streaming.

About Josplay

Josplay is Africa’s home for intentional music discovery, storytelling, and artist empowerment.
We offer the highest streaming royalty rates in the region and provide tools, resources, and programs such as the Josplay Rise Fund to support upcoming artists across Africa and the diaspora.

If you’re an artist and haven’t uploaded your music yet, visit artist.josplay.com to get started.