Concert merchandise seemed to peak in the 1980s. Think back to the iconic t-shirts from the period—AC/DC, the Rolling Stones and Guns N’ Roses come to mind. Concert merchandise from the 90s and 2000s don’t leave the same impression. However, a new wave of merchandise from Beyoncé, Justin Bieber, Selena Gomez, Kanye West and One Direction are making concert merchandise cool again.

Today’s concert merchandise features elevated styles that are treated more as collectible items than as souvenirs. Additionally, merchandise is no longer sold only at concert venues. Going beyond web sales, artists have capitalized on the growing popularity of pop-up stores. West, Bieber and Drake have each staged pop-up stores that generate lines that span city blocks.

So, what’s behind their popularity?

Inspired by street-style trends, artists are using their positioning as tastemakers to influence their customers. Although t-shirts and sweatshirts remain staples, artists have expanded their offerings to include embroidered bomber jackets, distressed denim jackets and plaid shirts.

Product decoration for these collectibles is fairly simple. From small-scale embroidery on caps to large font typeface on shirts, decorations are concise and direct. Instead of product emblazoned with an artists face or logo, they feature lyrics like, Bieber’s “Where Are U Now” or “ I Feel Like Pablo.” Lyrics provide a unique sense of connectivity for like-minded fans, driven by the music rather than the artist.

How can you get involved?

To start, connect with local artists. Fall tours are just around the corner and artists will be in need of merchandise for shows. In addition to shows, many artists use pop-up shops as an added promotional tool. Do your due diligence in researching the artist and their recent music. Get a feel for what best resonates with their fans. Connect with the artist’s staff in your area and share decorated samples of potential merchandise based on your findings. If you’re able to land business for a pop-up or online store, it could lead to future relationships.