Case Study
When a band has a distinct identity, the merchandise strategy has to move the same way — intentional, immersive, and culturally aware. Across tour, eCommerce, VIP, festival, and retail, we built a connected ecosystem designed to drive revenue while deepening fan connection at every touchpoint.
Tour
For Jelly Roll’s North American run, we developed a merch program that mirrored the intensity of the show. The collection centered on custom pieces created specifically for the tour, balancing bold creative with commercial clarity.
Execution was just as critical as design. Tight production timelines, aligned inventory planning, and on-the-ground logistics ensured strong sell-through at every stop. The result was a tour program that elevated the fan experience while significantly expanding overall performance.
Ecommerce
Manhead brought Jelly Roll and HEYDUDE together for a first-of-its-kind collaboration that transformed his story of grit and second chances into a lifestyle product. The collab has since grown into new styles, expanded collections, and multiple releases.
FULL SELL THROUGH IN LESS THAN 24 HOURS
To build momentum around his new album, Jelly Roll partnered with Single, Manhead, and MTheory to host a 4/20 livestream on his Shopify store, turning his site into a fully integrated live shopping destination. The campaign helped fuel a chart-topping debut and reinforced the power of direct-to-fan live commerce.
2,000 DIGITAL ALBUMS SOLD
NO.1 POSITION ON BILLBOARD TOP ROCK + ALT CHART
To celebrate 615 Day, we tapped into Jelly Roll’s Nashville roots with a targeted mailer and email campaign that made fans feel seen, rewarding top listeners with an exclusive discount. The BOGO-style offer gave fans a reason to buy more in the moment and tied the entire promotion directly back to the artist.
4.5X RETURN ON CAMPAIGN
Retail + Licensing
Jelly Roll’s retail and licensing program scaled across 16 retailers, placing product everywhere from mass and mall to specialty and lifestyle channels including Target, Walmart, Urban Outfitters, and Boot Barn. The strategy focused on meeting fans where they already shop, expanding beyond core merch into everyday retail moments that feel native to each partner.
76% INCREASE IN RETAIL SALES YEAR OVER YEAR
The goal isn’t to spike once, it’s to keep it moving. Every release, placement, and campaign pushes the next one further. We build the systems behind it so that momentum is intentional, repeatable, and built to scale.
