Episode 594 – Merch Strategy For Artists With Seamus Menihane Of Armada

In this episode, I sat down with Seamus Menihane, CEO of Armada, a company that’s redefining artist merchandise by going far beyond the screen printing most people expect.

Seamus shares how Armada acts as a full-scale partner to artists, handling everything from e-commerce infrastructure to creative direction and merch fulfillment.

We explored what indie artists often get wrong when starting out, how to structure a profitable merch line, and what’s trending in fan-favorite products.

Seamus also shared how his background as a touring drummer shaped Armada’s artist-first approach, and gave practical advice for bands looking to turn merch into a serious revenue stream.

Whether you’re launching your first run of T-shirts or thinking about a full-scale merch drop, Seamus breaks down exactly what works, and what to avoid.

In This Episode:

• How e-commerce is evolving for musicians
• Why indie artists need to stop overcomplicating their merch
• What merch items deliver the best profit margins
• How to balance inventory risk with print-on-demand
• The importance of a brand-aligned merch line
• How Seamus transitioned from drummer to merch CEO
• The impact of venue closures and Live Nation’s merch cuts
• Why black t-shirts still dominate

Listen in to hear why direct-to-consumer sales are the future, and how artists can simplify to scale.

Catch the full conversation now and learn how to turn your merch into your most powerful business tool.

Also, a video version of this podcast is now available on YouTube as well.