Dice ticketing app launches direct-to-fan merch service

The new feature lets artists create limited-edition products ahead of their shows. The idea is to make the merch available only to fans attending musicians’ live shows or viewing their live streams. Fans can also receive notifications and updates in the build-up to the gig using the Dice app.

“We’ve built a beautiful direct-to-fan, mobile-only shopping experience specifically for live events, making it easy for fans to quickly order limited-edition products that they can pick up at the venue or get delivered to their home,” Dice CEO Phil Hutcheon said.

“In an increasingly virtual world, the need for physical memories are more important than ever. The success of live streams has propelled the demand for limited-edition, rarer apparel, in particular. Merchandise will always have a deeply emotional draw on fans, it’s intrinsic to the live experience, and we want to make it better. We’re bringing artists and fans closer through Merch On Dice."

Hutcheon told Musically: “We’re not doing the creative or the actual physical production and fulfilment, but we’re doing all of the steps for the fan experience. Fans will be able to browse and order merch within the Dice app, and get updates on deliveries. I was surprised at how small the merch business was around the world. I think it’s around $3.5bn. But it should be much bigger than that if it’s done properly.”

Dice launched as a mobile ticketing app, prior to expanding into live streams in April last year. The platform has showcased more than 5 000 live streams with ticket sales in more than 146 countries. It has worked with artists and events such as A$AP Rocky, BICEP and Primavera Sound Festival. The app also offers a Discover feature that displays personalised gig and event recommendations for its users.

Dice is not the only service that allows fans to purchase merch from artists. In November last year, Bandcamp launched a live-streaming service called Bandcamp Live, which lets artists perform online and sell tickets. The service also enables artists to display their music and merch alongside their stream via the tool’s virtual merch table.