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Eye-Watering Coachella Merch Sales Revealed

Mary Varvaris

Justin Bieber smashed the record for the amount of merchandise an artist has sold at Coachella.

Sabrina Carpenter, Justin Bieber and Karol G performing at Coachella
Sabrina Carpenter, Justin Bieber and Karol G performing at Coachella(Credit: YouTube)
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Coachella might have been and gone already, but the rolling impacts of the annual Californian festival continue.

Vogue Business has reported that headliner Justin Bieber smashed merchandise records at this year’s festival, taking home an eye-watering figure of $15 million via his brand, Skylrk.

Bieber was recently announced as the highest-paid artist in Coachella history, receiving $10 million across two weekends, and he sold more merch in the first weekend than any other artist who’s played at the festival.

By selling $15 million worth of merchandise over two weekends, Bieber has easily beaten Coachella’s previous artist merch sale record of $1.7 million. The Sorry hitmaker made $5.04 million in sales over the first weekend, but the second weekend blew it out of the water, selling an additional $10 million to punters at the festival and via the online Skylrk website.

At the festival, Bieber sold Skylrk-produced SWAG merchandise at the festival’s merch tent, as well as the brand’s own shop in a resting spot at the festival.

Complex Style has also shared the prices of Bieber’s SWAG merchandise. Hoodies ended up being sold between $140 to $240 USD – that’s $195 and $335 AUD, while t-shirts sold for $90 ($125 AUD) and beanies were sold for $50 ($69 AUD).

If they were the merch prices for Bieber, we can only imagine the prices for other artists and for festival-branded merchandise.

You can see more of the SWAG merchandise below.

Bieber made headlines on both weekends of the festival – the first for a more intimate, stripped-back vibe that included revisiting his older material by exploring videos on YouTube and singing along, and the second for the special guests he brought on stage.

At the end of his first suite of songs, Bieber debuted his SWAG song SWEET SPOT alongside special guest Sexyy Red. The special guests didn’t stop there. After an acoustic-focused Act II, he was joined by back-to-back special guests.

During a performance of One Less Lonely Girl – his first since 2020 – Bieber’s wife, Hailey, pushed a seemingly unsuspecting Billie Eilish onto the stage, and she promptly burst into tears. Eilish later took to her Instagram Stories to share a photo of herself with red, teary eyes and wrote, “can’t stop crying.”

After Eilish joined Bieber on stage, it was Big Sean’s turn to join him for some throwbacks, such as 2012’s As Long as You Love Me and 2015’s No Pressure, both performed for the first time since 2017.

While Bieber did briefly boot up the laptop to showcase an old YouTube acoustic cover of Justin Timberlake’s classic, Cry Me a River, his set came to a close with Dijon coming on stage for the SWAG track, DEVOTION, and SZA with a performance of her SOS song, SNOOZE.