Understanding Fair And Unfair Merch Policies

The merchandise table has quietly become one of the most important survival tools in modern live entertainment.

THE WMA FIRMLY BELIEVE THAT ANY MONEY YOU MAKE AT A MERCH TABLE IS YOURS, NOT THE VENUE’S. THEY DIDN’T PAY FOR IT, THEY AREN’T DUE ANYTHING WHEN IT SELLS. WE STAND FIRMLY BEHIND THIS AS ONE OF THE BIGGER SCAMS IN THE MUSIC INDUSTRY. REPORT EVERY VENUE THAT STEALS FROM THE ARTIST.

For independent performers, touring acts, comedians, speakers, podcasters, and other live entertainment professionals, merchandise revenue often determines whether an event was financially sustainable at all. In some situations, merch sales generate more income than the actual performance guarantee itself.

That reality has changed the way artists and venues approach live events.

Years ago, merchandise was often treated as a secondary add-on — a few shirts on a folding table near the exit. Today, merchandise is frequently part of the core financial structure supporting independent entertainment operations:

  • fuel,
  • hotels,
  • crew pay,
  • van repairs,
  • equipment maintenance,
  • printing costs,
  • advertising,
  • and day-to-day survival on the road.

As merchandise revenue became more important, disputes surrounding merch policies also became more common.

Some venues operate fair, transparent systems that support performers while balancing operational realities. Others impose aggressive commissions, restrictive rules, poor placement conditions, or last-minute fees that create tension before the event even begins.

The issue is not whether venues are allowed to regulate merchandise operations.

The issue is whether those policies are reasonable, transparent, and proportionate to the actual services being provided.

A fair merchandise policy usually begins with clarity before arrival. GET IT SIGNED IN THE PERFORMANCE CONTRACT!

Performers should already know:

  • whether merch sales are permitted,
  • where merch may be located,
  • whether commissions apply,
  • who handles transactions,
  • whether outside vendors are allowed,
  • and whether staffing or payment processing support exists.

Problems usually begin when these details appear unexpectedly during load-in or settlement. IF THEY SURPRISE YOU WITH A DEMAND FOR PAYMENT, PACK IT UP AND PUT IT IN THE TRUCK. DO NOT SELL MERCH AT A VENUE THAT DEMANDS YOU PAY THEM A PERCENTAGE.

One of the most controversial areas involves venue merchandise commissions.

Some venues take a percentage of merchandise sales in exchange for:

  • dedicated sales space,
  • staffing,
  • payment processing,
  • inventory security,
  • or operational support.

In larger touring environments, this structure has existed for decades and is often built into advance agreements.

The conflict begins when commissions become disconnected from actual support.

Performers frequently encounter situations where:

  • no venue staff assist with sales,
  • artists handle all inventory themselves,
  • no secure area is provided,
  • no payment infrastructure exists,
  • yet significant commissions are still demanded.

This creates the perception that the venue is collecting revenue simply because the transaction happened inside the building.

That perception fuels frustration throughout independent touring communities.

Another common issue involves placement.

Merchandise positioned:

  • behind pillars,
  • near exits with poor traffic flow,
  • outside audience visibility,
  • or in areas inaccessible after performances

can dramatically reduce sales opportunities.

Good venues understand that helping merch move successfully often benefits everyone involved. Audience engagement increases, performers leave with stronger financial outcomes, and events develop stronger reputations among touring acts.

Poor communication creates additional tension.

Artists sometimes discover:

  • commission percentages after setup,
  • restrictions on payment methods,
  • limitations on signage,
  • venue exclusivity requirements,
  • or mandatory staffing fees

only after arriving onsite.

Operational surprises rarely improve working relationships.

Transparency before the event matters far more than trying to justify policies afterward.

There is also a broader misconception surrounding merchandise itself.

Audience members occasionally view merch purchases as optional souvenirs disconnected from the sustainability of live entertainment. In reality, merchandise often functions as direct support infrastructure for independent performers and touring productions.

A shirt purchased after a show may help cover:

  • gas to the next city,
  • emergency equipment replacement,
  • hotel costs,
  • crew meals,
  • or future recording expenses.

That does not mean venues should abandon operational concerns entirely.

Venue management involves real costs:

  • staffing,
  • security,
  • payment systems,
  • insurance,
  • crowd management,
  • and floor space allocation.

Fair merch policies recognize both realities simultaneously:

  • performers need sustainable revenue opportunities,
  • and venues require workable operational standards.

Balance is the key issue.

Healthy policies tend to share several characteristics:

  • terms disclosed in advance,
  • clearly defined commission structures,
  • reasonable percentages,
  • professional communication,
  • consistent enforcement,
  • and support proportional to the fees being collected.

Unhealthy environments often involve:

  • vague policies,
  • inconsistent rules,
  • surprise deductions,
  • hostile enforcement,
  • or commissions disconnected from actual services.

Smaller independent entertainment communities sometimes struggle with this balance because operational standards vary dramatically from venue to venue. Touring personnel may encounter completely different expectations every night depending on ownership, management style, or promoter involvement.

This inconsistency is one reason professional advancing and written agreements become increasingly important as entertainment operations grow.

Technology has also changed the conversation.

Cashless payment systems, QR-code sales, mobile checkout devices, direct-to-consumer fulfillment, and online post-show purchasing options are reducing some traditional friction points surrounding physical merchandise operations.

Even so, the in-person merchandise table remains one of the few places where direct audience connection still happens organically after a live performance.

That interaction carries value beyond the transaction itself.

People remember:

  • conversations,
  • accessibility,
  • appreciation,
  • and professionalism.

Strong merchandise environments contribute to stronger entertainment communities because they reinforce the idea that performers are not disposable background elements — they are active contributors whose work carries measurable value.

Fair merchandise policies ultimately come down to one principle:

Live entertainment works best when the relationship between venues, promoters, performers, crews, and audiences is built on transparency, balance, and mutual respect rather than one-sided extraction.