Music merch gets the tech treatment. What can fashion learn?
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Look for them at Beyonce’s Renaissance tour, Taylor Swift’s Eras tour or The Weeknd’s After Hours Til Dawn tour: hundreds of pieces of merchandise, from tees to hoodies, available at each stadium stop. Merch is a major moneymaker for musicians. Now, performing artists are boosting the value of merch by integrating blockchain-based loyalty mechanisms into the clothes on offer at their shows — and the tickets they sell ahead of time.