YouTube is rolling out another feature for musicians with ‘Official Artist Channels’ on its platform. The company has signed a deal with Merchbar which will see artists able to “surface their official merchandise and vinyl alongside their videos… Fans watching videos from their favorite artists on their YouTube Official Artist Channels can now see a shelf with the artist’s own branded merchandise and, with a simple click, access the artist’s merchandise on Merchbar’s website”.

One of the first to take advantage is Marshmello, who’s created a football shirt (or for American readers, ‘soccer jersey’) that will be exclusive to Merchbar and his YouTube channel.

“We’ll be rolling out this feature in the US first and are working to expand internationally in the near future,” explained YouTube. This isn’t the first time YouTube has worked with merchandise however: the merch shelf is already a feature used by its non-music creators, although in that case it also supports merch firms like Teespring, Fanjoy, Crowdmade and DFTBA.

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