YouTube and Merchbar have partnered to bring official merchandise sales to the platform. Merchbar has a similar deal with Spotify. Artists with an Official Artist Channel can now add their merchandise and vinyl for sale alongside videos. Fans watching videos on YouTube Official Artist Channels will see a shelf with the artist's branded merchandise and access to the artist’s merchandise on Merchbar’s website. Artists must work with one of the 100+ merchandise companies that are Merchbar partners. Collectively they represent 35,000 artists and 1 million merch items. "Merchbar is one of the largest music merchandise aggregator providers globally," YouTube said in a statement. "We're excited by the potential of this partnership in helping artists drive awareness to their own official merchandise while strengthening their connection with their fans."