Celebrity merchandise is being reversed – turned from something that highlights the artist into something that highlights the fans. The initiative recently launched in Stockholm with one of Sweden’s biggest artists, Thomas Stenström, as its first example. Brought to life by Universal Music Publishing Scandinavia together with creative agency NORD, it is meant as a starting point rather than a one-off moment.
The idea is to encourage artists worldwide to rethink how appreciation is expressed – especially in an industry that is highly skilled at measuring engagement, but less accustomed to reflecting it back.
At its centre is a celebration of the work fans put in. Streaming, sharing, travelling for shows, queuing, showing up – the huge effort that keeps songs and albums alive long after release and makes live music possible in the first place.
“Ninety-nine percent of the power in music comes from the audience. Those of us who write the songs take care of the rest — though sometimes they take care of that too. Standing on stage and hearing songs you would have written even if no one listened being shouted back so loud it pounds in your eardrums is pure magic,” said the artist, Thomas Stenström.
“Those ninety-nine percent deserve their name on the T-shirt far more than we do, the ones responsible for that last tiny percent,” he continued.
As part of the initiative, fans are invited to submit material that proves their engagement, from streaming data to images and personal stories. A handful of superfans have their names printed on the merch worn on stage – turning what is usually a one-way symbol of love into something shared.
The initiative is intended to spark a broader cultural shift, and they’re now inviting more artists to participate.
“Fans are a driving force behind how music is experienced, shared and given value. Reversed Merch is a reminder that appreciation should be as visible and intentional as the fandom itself, and we hope that more artists will join the opportunity to show their fans some extra love,” said Jonathan Fröberg, creative manager at Universal Music Publishing Scandinavia.