In the wake of Nicki Minaj's current meltdown about Travis Scott's Astroworld merchandise counting towards his album sales, we've gained a bit more understanding of just how important merchandising is.
This has increased our excitement about tour merchandise becoming a cultural phenomenon in these parts, which we had Wizkid kick off with his Starboy capsule collection, and now Tiwa Savage for her Savage Tour.
Musicians have long been tastemakers of style and fashion, and it wouldn't come as a shock to see a regular person's style mirroring that of their favourite singer or rapper. The bond between music and fashion is now stronger than ever, and one of the ways artists tap into this is through merchandising.
Tiwa Savage is arguably the biggest female artist out of Africa, and is also a massive cultural influencer. From her ever-changing hair to her daring clothes, her style is a massive talking point, and she's capitalising on this by releasing a capsule collection for her UK tour, which kicks off this weekend.
Featuring inscribed t-shirts, bandanas, jumpers, hoodies and phone accessories, (all curated by Irene Agbontaen of TTYA), Tiwa's capsule collection was launched at a pop-up store in London yesterday. We're very glad to be witnessing this paradigm shift, and we hope that like Wizkid's merch, Tiwa's will be available for purchase in Nigeria.
Check out some of the pieces right here: