The Disappointment Over Olivia Rodrigo’s Merch Isn’t That Surprising
August 13, 2021 at 07:01PM Merch is an important part of any music fandom. This is particularly true in the COVID age of streaming and digital performances, where artists can’t connect with fans in physical spaces like they used to. Buying an artist’s merchandise is a way to directly support them while feeling a sort of kinship with other fans, and the collective experience of their music. It’s also important for the artist, who can make a substantial profit through merchandise sales. When pop music’s current it-girl Olivia Rodrigo debuted her merch online back in May, there was much anticipation from fans. For starters, Rodrigo’s website was carefully curated with a colour scheme and tone to match her newly released album, Sour. The online shop featured pieces inspired by Rodrigo’s signature Y2K style beloved by her largely Gen Z fan base, like bucket…