Photo Credit: Scott Schiller / CC by 2.0
The independent music merchandise landscape is witnessing a significant alliance as Down Right Merchandise and Overcast Merch announce a merger and formation of a new company, Armada.
The formation aims to create a robust competitor to dominant, major label-owned merchandise entities like Universal Music Group-owned Bravado. The newly launched Armada plans to transcend traditional merchandise services by offering e-commerce infrastructure, branding expertise, and physical merchandising.
Headquarters will be situated in Boston, with a key production facility in Long Beach, California and a global footprint supported by more than 170 employees. Collectively, the Down Right and Overcast teams have already distributed over $30 million in payouts and currently service more than 250 stores. Armada has not specified whether these stores are digital, physical, or both—but the scale is notable for an independent merch producer.
Key partners and clients on their roster include established names like Tom Morello, Owl City, Thrice, Death Row Records, and Everyday Astronaut, among others.
“We perceive tremendous potential in our united strengths and knowledge,” says Andrew Doyle, Co-Founder of Overcast. “We share common values and a history of building from the ground up, and we complement each other perfectly. Armada will have greater ability to support more creative projects in branding and merchandising at a time when merch and e-commerce companies are becoming essential parts of any public figure or performer’s business.”
“Inherently, music is a relationship-based business,” adds Seamus Menihane, CEO & Co-Founder of Down Right. “We knew about each other and realized we could do more if we teamed up. As we discussed a potential merger, we spent a lot of time talking about how to collaborate, how to create a company culture, not just business structure.”
Superfan culture is a significant motivator driving the merger. T-shirts are routinely priced over $40, signaling robust demand from serious fans. Notably, artists, labels, and brands have started treating merchandising as a major revenue stream—especially now that streaming has changed the economic landscape for recorded music. The sector has shifted focus toward unique merch drops, fan engagement initiatives, and exclusive products that contribute meaningfully to artist income.
By combining resources, Armada aims to offer independent artists, brands, and other clients a competitive value proposition against giants who control much of the music merchandise marketplace. With a focus on supporting creative initiatives and forging new e-commerce paths, Armada is positioning itself as a formidable independent option in an industry historically dominated by major labels.
Content shared from www.digitalmusicnews.com.