@therealoshow: Kanye West turned tour merch into collectables and it changed how the entire music industry thinks about it. When concert tickets went digital, fans lost the physical souvenir they'd collect after every show. Scooter Braun shared that insight with Kanye, and it led to the Saint Pablo merch strategy: limited drops, city-exclusive designs, global pop-ups, and over $1M in sales from one NYC pop-up in just two days. Today, artists like Travis Scott, Drake, and Justin Bieber all use versions of the same playbook.

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Wednesday 01 July 2026 20:30:44 GMT