Bieber breaks merch records

Justin Bieber’s Skylrk merch operation set a new Coachella sales record in the festival’s first weekend, according to Vogue. (vogue.com) Vogue reported Skylrk took in $5.04 million during weekend one, beating Coachella’s previous two-weekend merch record of $1.7 million. The magazine said Bieber was also paid $10 million, making him the festival’s highest-paid artist. (vogue.com) Coachella’s 2026 festival runs April 10 to 12 and April 17 to 19 at the Empire Polo Club in Indio, California, and Justin Bieber was billed as the Saturday headliner for both weekends. Coachella announced him as one of three headliners alongside Sabrina Carpenter and Karol G. (coachellavalley.com) The merch surge matters because festival merchandise is usually a side business tied to a set, not a larger retail brand with its own storefront and product drops. Vogue said non-attendees can now buy the same Coachella collection outside the festival grounds, extending the sales window beyond the desert. (vogue.com) Vogue also said Bieber drove the highest ticket demand in Coachella history and the most-Googled performance the festival has ever had. Fans dubbed the first weekend “Bieberchella,” a sign that the headliner and the clothing label were being marketed as one package. (vogue.com) Skylrk is a newer business than Bieber’s music career. Hypebeast reported Bieber officially launched the clothing and lifestyle label on July 10, 2025, after teasing it for more than a year. (hypebeast.com) The brand arrived after Bieber publicly distanced himself from Drew House, the label he co-founded in 2018. Hypebae reported the first Skylrk collection sold out quickly after launch and centered on hoodies, sunglasses, beanies, tank tops, and oversized footwear. (hypebae.com) Not every response to the Coachella performance itself was celebratory. Business Insider said Bieber’s Saturday set leaned on a stripped-back presentation, while Forbes described the show as divisive even as the payday and merch figures drew attention. (businessinsider.com) (forbes.com) The record that may last longest is not the setlist but the cash register: one weekend in Indio turned Bieber’s festival slot into a $5.04 million merch event. (vogue.com)