Our story

Opener Merch was founded by Schwa, a Nashville-based operator who has spent years on the road. After nearly a decade working in tour merchandise, he saw firsthand how complicated selling merch can become for artists and their teams. Inventory gets messy, reporting is inconsistent, and too often artists are left guessing what actually sold and why.

After years of watching developing artist get shortchanged - either by deals that didn’t make sense, vendors who disappeared at critical moments, or no support at all - he built the company he wished existed when he was starting out.

Opener exists to simplify the process for artists who want a professional merch operation without being treated like a line item. We help artists design, produce, sell, and track their merchandise so they can focus on the show and the fans.

We’re lean by design, Nashville-based, and built on the idea that a great merch run starts long before the first show. Opener currently works with artists and managers across the industry who want a better system for selling merch on tour.