K-Pop concerts are now big business in the US, and not just for ticket sales. Le Sserafim are the latest South Korean act looking to make the most of their American fans’ appetite for merch – and they’re doing it in partnership with Amazon Music.
The streaming service is both official sponsor and exclusive merch partner for the group’s ‘Easy Crazy Hot’ tour in North America, with pop-up experiences in Culver City and Seattle this month around gigs there.
The pop-ups will sell merch including ‘city-exclusive’ t-shirts, but Amazon has also launched an online merch store for Le Sserafim fans elsewhere in the country (and, indeed, the world).
It’s the latest merch partnership for Amazon Music, joining a line of high-profile collaborations including Beyoncé, Oasis and Drake.
