Los Campesinos! proves that merch matters for independent artists
Pedigree indie band, Los Campesinos! have broken down how important merch sales are for touring musicians.
For many independent artists, touring looks exciting from the outside. Sold-out venues, fans singing every word, and packed merch tables can make life on the road seem financially rewarding. However, a recent financial breakdown shared by Los Campesinos! shows the very different reality behind modern touring.
The Welsh indie group recently published a detailed account of the costs behind their 2024 North American tour. The figures reveal just how expensive touring has become, even for a respected band with a loyal fanbase and successful album releases.
Perhaps the most important takeaway for independent artists is that merch is no longer just a sweet added bonus. With touring in the financial state it currently is, in many cases, selling merch is what keeps tours financially viable.
Why did Los Campesinos! share their touring finances?
Los Campesinos! have built a reputation for being unusually transparent about the realities of being an independent band. In their report, the group explained that they wanted to offer “an honest and accurate outline” of their situation, while encouraging more artists to openly discuss the financial side of touring. The band described the current state of live music bluntly, writing, “By now it’s widely accepted that the live industry is fucked for 99% of us.”
Music Ally reports that the band also explained that despite their success, including their 2024 album All Hell reaching number 14 in the UK charts, the members still work day jobs and use annual leave to tour. “Being in this band is not our primary income. We choose to tour because it’s fun.”
Their openness offers a rare look into the finances behind a modern independent tour, particularly for larger bands trying to balance sustainability with keeping ticket prices affordable for fans. However, these insights are also highly relevant to smaller bands that may just be starting out or those attempting to level up beyond playing only local shows.
How expensive is touring for independent artists?
One of the biggest takeaways from the report is just how quickly touring costs add up, even for an established band with sold-out shows. According to Los Campesinos!, their 11-date North American tour generated around £99,738 in show fee income after commission and taxes. However, the total cost of actually running the tour reached £101,827.95.
That means the band technically lost money from the shows themselves before merch sales were included.
The breakdown included huge expenses across transport, accommodation, visas, equipment, and crew wages. Their sleeper tour bus alone cost more than £45,000, while flights added another £7,000+ on top. US performance visas came to more than £5,400.
These figures demonstrate that even if you have sold-out shows, you still won’t necessarily make a profit. Many artists focus heavily on booking bigger gigs or selling more tickets, but touring margins can disappear quickly once travel, accommodation, fuel, crew, and production costs enter the equation.
That is exactly why merch has become so important.
How did merch make the tour financially viable?
While the tour itself operated at a loss, merch sales completely changed the outcome. Los Campesinos! reported around £88,600 in merch revenue across the 11 shows. After production costs and payment fees, the band still made roughly £40,336 in merch profit.
That merch income ultimately turned the tour from a financial loss into an overall profit. Perhaps most strikingly, the band’s merch revenue almost matched the income generated from the shows themselves.
For independent artists, this is a huge lesson. Merch is no longer just an extra revenue stream at the back of the venue. In many cases, it has become one of the most important parts of touring sustainably.
The band sold over 2,200 shirts during the run, alongside vinyl and other items. They also pointed out that fans were motivated not only because the merch looked good, but because they genuinely wanted to support the band financially. That direct-to-fan support is incredibly valuable for independent artists.
What can independent artists learn about merch from Los Campesinos!?
As previously mentioned, the biggest takeaway is that merch is no longer just an extra income stream for touring artists; it is often what makes touring financially viable at all.
Fans are also more willing than ever to buy merch because they understand how difficult it is for artists to earn a living from music alone. Streaming has made music more accessible, but it has reduced direct income, which means merch has become one of the most effective ways for fans to actively support the artists they care about.
Los Campesinos! noted that a large part of their merch success came from a loyal fanbase who were buying items not just for the design, but to support the band directly. That kind of relationship is built over time, meaning the story may be a bit different for newer bands. However, it still highlights that fans are far more likely to buy merch when they feel connected to an artist’s identity, story, and wider creative world.
The most effective merch often reflects that connection. It can be:
- Tour shirts that feel like memorabilia
- Tote bags or hats with simple but strong branding
- Posters or vinyl tied to a specific release
- Lyric-driven or concept-based designs
- Limited drops that feel special rather than mass-produced
Quality and intention matter just as much as variety. A well-designed item that fans actually want to wear can continue promoting an artist long after the initial sale.
It is also important to remember that merch should not be limited to live shows. Online stores give fans ongoing opportunities to support artists between releases, tours, and campaigns.
Even small, well-planned merch runs can make a meaningful difference to overall income when approached strategically.
Summing up
Touring on its own rarely covers all the costs involved, even when shows are selling out, and demand is strong. The Los Campesinos! breakdown shows how quickly expenses can outweigh ticket income, and how important it is to have other revenue streams in place.
Merch plays a vital role in that balance, turning fan support into something more direct and sustainable. When it is designed with care and feels connected to the music, it becomes more than just a product at the end of a show. It helps provide the financial support needed to keep independent careers going.