DICE offers Aussie acts new direct-to-fan merchandise service

UK based ticketing and livestream platform DICE is offering Australian acts a new way to sell merchandise.

Australia is one of seven countries in which DICE operates alongside the UK, US, France, Italy, Spain and India.

Merch On DICE is a new direct-to-fan business which has partnered with a number of “leading” merchandise specialists, according to a statement from the company.

Artists can run exclusive, limited-run ‘product drops’ in the lead up to a show. These will only be available to fans attending the artist’s in person gigs or virtual livestreams.

This means artists have control over their merchandise run and avoid costly wastage.

“We’ve built a beautiful direct to fan, mobile-only shopping experience specifically for live events, making it easy for fans to quickly order limited edition products that they can pick up at the venue or get delivered to their home,” Phil Hutcheon, DICE’s London-based CEO said.

Within the DICE app, fans can order limited edition artist products, receive notifications and updates in the run-up to the gig, and have the option to get their product in advance or avoid the queues at the venue.

“In an increasingly virtual world, the need for physical memories are more important than ever,” Hutcheon added. “The success of live streams has propelled the demand for limited-edition, rarer apparel, in particular.

“Merchandise will always have a deeply emotional draw on fans – it’s intrinsic to the live experience – and we want to make it better. We’re bringing artists and fans closer through merch on DICE.”

DICE set up in 2014 in partnership between Hutcheon and digital products and service designer ustwo. The latter has a studio in Sydney.

In 2014, DICE was hailed by The Guardian as one of the best apps of the year. It was named one of the App Store Apps of the Year a year later, and Best Ticketing Company in the 2016 Music Week Awards.

DICE has worked with artists and events such as A$AP Rocky, BICEP, Nick Cave and Primavera Sound Festival, and offers personalised recommendations to subscribers.

In April 2020 it expanded into livestreaming, quickly holding 5,000 livestreams including for Kylie Minogue, Nick Cave and Lewis Capaldi, and selling tickets in 146 countries.