PARTNERSHIPS | COMMUNITY | PODCAST | FRIENDS
Olivia Rodrigo Taps Ten Etsy Merchants To Design Official Merch
Images courtesy of Etsy // Illustration by Kate Walker
Olivia Rodrigo tapped ten female Etsy merchants to create official merch for the artist’s upcoming Daisy Chain Fields Music Festival.
Why It Hits: Stock merch no longer cuts it with concertgoers, and there’s nothing more powerful than a musician tapping their fandom to become part of their art. Rodrigo working with these Etsy merchants is the perfect distillation of both trends — and provides a blueprint for how other artists can do the same in an organic way.
Behind The Designs: Rodrigo’s Daisy Chain Fields Music Festival — taking place in Irvine, California, on August 29 — features an all-female lineup and is raising money for charities that are “advancing and advocating for women and girls.”
So, it only made sense that the artist would turn to female designers to create handmade, daisy-inspired merch.
Rodrigo picked and collaborated with Etsy merchants who specialize in flower crowns, bracelets, bookmarks, patches, and temporary tattoos.
It was a huge boon for the designers’ businesses, with products selling out in a matter of hours.
Additionally, each merchant saw sales increase across their entire catalog. One seller, Laura Schwab, saw her revenue spike 1,102% in a week.
Final Set List: Rodrigo’s curation has been a huge win for Etsy. Three items in the collection were among the top 30 best-selling products on the site, per Fast Company. And the marketplace reported that the artist’s collection became the fastest-selling celebrity one in the site’s history (beating out curated ones by Kacey Musgraves and Nicole Richie). More than just a win for Rodrigo, it’s the type of success that puts small businesses on the map.
Encore: Maybe Rodrigo will fly out each of these merchants to the fest to make a limited number of products on the ground. Now, that would be a class act.
Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.