In the ever-evolving landscape of the music industry, few promotional tactics have caused as much controversy—and eventual reform—as merchandise bundles. For years, savvy artists and record labels found a way to game the system, boosting chart positions by pairing albums with hoodies, vinyl, digital downloads, and even concert tickets. The tactic worked so well that it reshaped how success was measured—until Billboard stepped in.

So, did you know merch bundles once manipulated the Billboard charts?

Let’s break down what happened, how it changed the game, and what today’s independent artists can learn from it.

What Are Merch Bundles?

A merch bundle is a marketing strategy where a music artist includes an album—either digitally or physically—as part of the purchase of another item, like:

• T-shirts
  
• Hoodies
  
• Posters
  
• Hats
  
• Vinyl or CD pre-orders
  
• Concert tickets
  

For example, a fan buying a $50 hoodie would also receive a digital album download. Whether or not the fan actually downloaded it didn’t matter—Billboard counted it as a sale.

Why Did Merch Bundles Work So Well?

Billboard and Nielsen SoundScan (the tracking system behind chart rankings) used to count every album sold as a legitimate unit—regardless of how it was purchased. So if an album came with a hoodie, it counted just the same as if the fan had gone to iTunes and bought the digital download directly.

This created a huge incentive for artists to bundle their albums with merch—especially ahead of release week. By offering exclusive designs or limited drops tied to the album, artists could:

• Sell more merchandise
  
• Drive up first-week album sales
  
• Land a higher spot on the Billboard 200 or Hot 100
  

The Rise of Chart-Topping Bundles

This wasn’t a trick reserved for indie artists—it was a full-blown tactic used by the biggest names in the business.

📈 Travis Scott’s “Astroworld” merch bundles are a textbook case. In 2018, he offered exclusive clothing and physical albums together, pushing Astroworld to No. 1.

🎤 DJ Khaled’s “Father of Asahd” included bundles with energy drinks, which he later contested when Billboard rejected some of his sales.

💋 Nicki Minaj, Ariana Grande, and Taylor Swift all used bundles at various points to boost first-week sales and chart performance.

Merch bundles became the go-to strategy for manipulating first-week numbers. But eventually, the system broke.

Billboard Cracks Down

By 2020, the loophole had gone too far. Albums were topping charts not because people were actively buying or streaming them, but because fans were grabbing a hoodie or concert ticket and being handed a download they may not have even wanted.

Billboard made a decisive move to ban the practice.

Starting in October 2020, the following rules were enforced:

• Albums bundled with merchandise must be offered as an optional add-on, not automatically included.
  
• Fans must actively choose to add the album to their cart during checkout.
  
• Each album must be priced separately and transparently.
  
• Bulk purchases or manipulated digital downloads wouldn’t count.
  

The goal was simple: ensure pure sales reflect real fan intent.

Why Did This Matter?

The merch bundle debate wasn’t just about chart position—it was about integrity.

Before the crackdown, artists could inflate their numbers and dominate charts even if their actual streaming numbers or fanbase engagement didn’t match. It created an uneven playing field, favoring those with big marketing budgets and label machinery behind them.

By eliminating bundles as an easy hack, Billboard forced artists to compete more fairly, relying on:

• Genuine fan interest
  
• Organic streaming
  
• Digital and physical album sales
  
• Strong pre-release campaigns
  

The Impact on Independent Artists

For indie artists, the bundle era was a double-edged sword.

On one hand, it allowed unsigned or boutique-label artists to be creative with monetization, offering fans more value through limited edition merch drops and exclusive content.

But it also made it harder to compete on the charts, where major-label artists could drop dozens of bundle variants and sweep the leaderboard.

Now that the loophole is gone, the focus is back on authentic connection, pre-save campaigns, email lists, and direct-to-fan strategies—areas where independent artists can actually thrive.

What Artists Can Do Now

With merch bundles no longer a path to chart dominance, how can you as an artist move forward?

1. Focus on First-Week Strategy

Just because bundles don’t count for Billboard doesn’t mean first-week sales aren’t important. Use your mailing list, social media, and text marketing to build hype, offer discounts, and make fans feel part of the launch.

2. Use Merch to Build Loyalty

Merchandise is still a powerful tool—just not for gaming the charts. Offer limited runs, custom designs, or fan-submitted ideas to build deeper relationships (and drive revenue).

3. Drive Pre-Saves and Streaming

Spotify, Apple Music, and YouTube don’t care about merch. They care about engagement. Focus on playlisting, pre-save incentives, and consistent content across Shorts, TikTok, and Reels.

4. Build an Email List

Unlike social media, your email list is an asset you own. It’s how you notify fans directly and drive sales without relying on algorithms.

The Bigger Picture: Billboard vs. Branding

While chart success is important, branding and community are what sustain a long-term music career.

Just look at artists like Tyler, The Creator, or Frank Ocean. Their brands and aesthetics have cult-like loyalty—so when they drop merch, it moves, whether it’s tied to a chart or not.

When you think about your next release, consider:

• How can your merchandise reflect your message or world?
  
• Can you offer limited-edition items that fans actually want?
  
• How can your rollouts feel more personal, more DIY?
  

Final Thoughts

Yes, merch bundles once manipulated the Billboard charts. For a time, they allowed artists to inflate numbers, climb the charts, and shape narratives around success. But as with any loophole, the industry evolved—and Billboard caught on.

Today’s music climate rewards authenticity, engagement, and direct fan connection. Merch still matters—but now it’s less about charts and more about culture.

Whether you’re an underground artist or an industry vet, the lesson is clear: real fans > inflated stats.

So build your world, grow your list, drop merch with meaning—and let the charts reflect what the people actually want to hear.