Artists with an Official Artist Channel can now add their merchandise and vinyl for sale alongside videos. Fans watching videos on YouTube Official Artist Channels will see a shelf with the artist's branded merchandise and access to the artist’s merchandise on Merchbar’s website.
Artists must work with one of the 100+ merchandise companies that are Merchbar partners. Collectively they represent 35,000 artists and 1 million merch items.
"Merchbar is one of the largest music merchandise aggregator providers globally," YouTube said in a statement. "We're excited by the potential of this partnership in helping artists drive awareness to their own official merchandise while strengthening their connection with their fans."