Dubbed the YouTube Merch Shelf system, the U.S. launch of the new merchandise and licensed product bar, which will appear across popular music videos, will “bring artists and fans closer together.”
“YouTube is the first platform to give everyone on earth the opportunity to explore the world’s creativity and our universal language: music,” says Ed Aten, chief executive officer, Merchbar. “We’re honored to work with YouTube to bring people even closer to their favorite artists and provide new ways to express their love and identity.”
Eligible artists with their own Official Artists Channel will now have their own online stores with licensed products available to viewers and subscribers. Artists, such as Marshmello, have already debuted the new online store system.
Merchbar has announced its upcoming expansion with more artists and territories in the coming months.
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