{"id":2367370,"date":"2026-04-10T16:30:25","date_gmt":"2026-04-10T16:30:25","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2367370"},"modified":"2026-04-10T16:30:25","modified_gmt":"2026-04-10T16:30:25","slug":"universal-music-publishing-scandinavia-is-turning-artists-merch-into-fan-merch","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/universal-music-publishing-scandinavia-is-turning-artists-merch-into-fan-merch\/","title":{"rendered":"Universal Music Publishing Scandinavia is turning artists merch into fan merch"},"content":{"rendered":"<p><\/p>\n<div>\n<p>Music fandom has long moved in one direction. Fans wear celebrities\u2019 names on T-shirts, hoodies and tote bags \u2013 a love letter to their favorite artists. Universal Music Publishing Scandinavia aims to turn that logic around by encouraging their artists to do the opposite:<br \/>wear their fans\u2019 names on stage to return the affection.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" width=\"2000\" height=\"1329\" data-id=\"100532\" src=\"https:\/\/roastbrief.us\/wp-content\/uploads\/2026\/04\/ThomasStenstrom_ReversedMerch_BeforeAfter_v2.jpg\" alt=\"\" class=\"wp-image-100532\"\/><\/p>\n<p><img decoding=\"async\" width=\"2000\" height=\"1318\" data-id=\"100533\" src=\"https:\/\/roastbrief.us\/wp-content\/uploads\/2026\/04\/UPPSALA-URVAL_01_00_49_11-2-1-1.jpg\" alt=\"\" class=\"wp-image-100533\"\/><\/p>\n<p>Celebrity merchandise is being reversed \u2013 turned from something that highlights the artist into something that highlights the fans. The initiative recently launched in Stockholm with one of Sweden\u2019s biggest artists, Thomas Stenstr\u00f6m, as its first example. Brought to life by Universal Music<br \/>Publishing Scandinavia together with creative agency NORD, it is meant as a starting point rather than a one-o moment.<\/p>\n<p>The idea is to encourage artists worldwide to rethink how appreciation is expressed \u2013 especially in an industry that is highly skilled at measuring engagement, but less accustomed to reflecting it back.<\/p>\n<p>At its center is a celebration of the work fans put in. Streaming, sharing, travelling for shows, queuing, showing up \u2013 the huge e ort that keeps songs and albums alive long after release and makes live music possible in the first place.<\/p>\n<p>\u201cNinety-nine percent of the power in music comes from the audience. Those of us who write the songs take care of the rest \u2014 though sometimes they take care of that too. Standing on stage and hearing songs you would have written even if no one listened being shouted back so loud it pounds<br \/>in your eardrums is pure magic,\u201d says the artist, Thomas Stenstr\u00f6m.<\/p>\n<p>\u201cThose ninety-nine percent deserve their name on the T-shirt far more than we do, the ones responsible for that last tiny percent,\u201d he continues.<br \/>As part of the initiative, fans are invited to submit material that prove their engagement, from streaming data to images and personal stories. A handful of superfans have their names printed on the merch worn on stage \u2013 turning what is usually a one-way symbol showing of love into something shared.<br \/>The initiative is intended to spark a broader cultural shift, and they\u2019re now inviting more artists to jump on.<\/p>\n<p>\u201cFans are a driving force behind how music is experienced, shared and given value. Reversed Merch is a reminder that appreciation should be as visible and intentional as the fandom itself, and we hope that more artists will jump on the opportunity to show their fans some extra love\u201d, says<br \/>Jonathan Fr\u00f6berg, Creative Manager at Universal Music Publishing Scandinavia.<\/p>\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"Rversed merch\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/UmCyjBfDh-c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source roastbrief.us \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Music fandom has long moved in one direction. Fans wear celebrities\u2019 names on T-shirts, hoodies and tote bags \u2013 a love letter to their favorite artists. Universal Music Publishing Scandinavia aims to turn that logic around by encouraging their artists to do the opposite:wear their fans\u2019 names on stage to return the affection. Celebrity merchandise [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2367371,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25173],"tags":[438955,460130,366755,353634,460131,460132],"class_list":["post-2367370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artists","tag-agency","tag-artists-merch","tag-brands","tag-campaign","tag-fan-merch","tag-universal-music-publishing-scandinavia"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/Universal-Music-Publishing-Scandinavia-is-turning-artists-merch-into-fan.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2367370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2367370"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2367370\/revisions"}],"predecessor-version":[{"id":2367372,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2367370\/revisions\/2367372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2367371"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2367370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2367370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2367370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}