Last year, in August, American rapper Travis Scott is said to have set a sales record after he sold merchandise worth $1million after two shows at London’s O2 Arena. These sales are said to surpass the record set by BTS in 2019. For artistes like Scott that charge £125 for a hoodie (R12,292) or Billie Eilish (a hoodie costs £80, which is R7,867), merchandise is just another business model to rake in the moolah. 

The same cannot be said for most independent musicians in India. Their select merchandise has more to do with a feeling, and less to add up money. “I have a special section in my cupboard with all of my old merch that I keep because it has sentimental value. It is a way for people who listen to my music, to connect to it,” says Mumbai-based singer-songwriter Tejas, who launched t-shirts for his last album Outlast in 2021.