The Tamesis
Justin Bieber broke a bunch of records at Coachella 2026 (Beliebers are calling this year’s festival “Bieberchella”). Bieber is the highest-earning artist in Coachella history ($10 million); spurred the highest ticket demand ever; and his performance was the most Google-searched in Coachella history. He also sold more merchandise in the first weekend of Coachella than any other artist in the two weekends of Coachella.
Through his label Skylrk, Bieber sold $5.04 million worth of product during the first weekend of Coachella, breaking the festival’s previous two-weekend record of $1.7 million, the brand exclusively confirmed. fashion business.
Bieber does get an advantage with an additional sales channel: In addition to being sold in artist merch tents alongside Skylrk-made “Swag” merch and merchandise from other artists, the brand also sells products at the Skylrk Store, located next to its Skylrk Oasis, a lounge space with shade and cooling mist that’s open to all festival-goers. The brand said the goal of both lines is to produce higher quality items with a more unique brand identity.
Bieber is the second artist to develop and produce merchandise under his own brand, following Travis Scott who developed and produced merchandise under Cactus Jack in 2025. As more artists launch their own fashion brands, this approach could provide a blueprint for stronger integration between a performer’s fashion and music projects. In the era of super fans, merchandise is already a huge business opportunity. Producing merchandise under the Skylrk brand has generated strong Media Influence Value (MIV) for the brand, with MIV reaching $2.3 million to date, according to Launchmetrics. Skylrk’s social media following has also increased by 3.09% since the end of Sunday, Metricool reported.
Less than a year ago, in July 2025, Bieber officially founded Skylrk in July 2025 after teasing the clothing brand in December 2023. In 2024, Bieber and his wife Hailey Bieber wore the brand until 2025, when Bieber officially launched the Skylrk website. Bieber, along with creative director Neima Khaila and designer Finn Rush-Taylor, have complete creative control over the brand.
