The pandemic created online retail challenges for performing artists. Now, Merchbar and Instagram said in a press release that they have a solution. The two companies said they are out to “create new ways for fans to discover and buy products from their favorite artists” online. The goal is to provide 4,300 artists, labels and creators with Instagram’s shopping features. In addition, new features will let artists more easily support others’ work and even promote content they create together.
“The past year has been so challenging for the music industry, and we hope that together with Merchbar, we can make it easier for artists to use Instagram to connect with their fans and support themselves with our shopping tools,” said Perry Bashkoff, director of music partnerships at Instagram.
“Instagram brings artists and fans together in a … personal way,” said Edward Aten, CEO of Merchbar. “We’re thrilled to add another dimension to that connection with the integration of the tactile, physical goods fans treasure so much.”
According to the release, all products included in the Merchbar/Instagram collaboration will be required to meet both Instagram’s shipping policies and Merchbar’s “Merchbar Gold” standards. The goal is to have more artists join up on Merchbar and sell on Instagram.
“We’re working with our suppliers to improve their logistical timelines, while enhancing our own operations, manufacturing and fulfillment,” said Aten. “We’re working with Instagram to expand product eligibility and requirements.”
The Facebook company has been moving to increase options for its creators to earn money. In an Instagram Live event on April 27, Instagram’s Chief Adam Mosseri said, “We should be able to help brands find creators that are uniquely aligned with the work they’re trying to do and vice versa.” The event included Facebook CEO Mark Zuckerberg. At the time, neither Zuckerberg nor Mosseri shared when the new features would launch.