09/04/2026
NEW WORK! 🔥 Turning fan merch on its head: Reversed Merch, an initiative by Universal Music Publishing Scandinavia and All Things Live, flips the script on fan culture.
For decades, fans have worn artists’ names to show love. Now, artists wear their fans’ names on stage to send the love back.
By turning merch into a tribute to the people who stream, show up and keep music alive, the initiative challenges a one-way dynamic and makes appreciation visible where it matters most: on stage. ✨
Read more at: reversedmerch.com