Justin Bieber broke a slew of records at Coachella 2026 — or Bieberchella, as Beliebers have dubbed this year’s festival. Bieber is the highest-paid artist in Coachella history ($10 million); spurred the highest-ever ticket demand; his performance was the most Googled in Coachella history. He also sold more merch in the first weekend than any other artist has over Coachella’s two weekends.
Via his brand Skylrk, Bieber sold $5.04 million worth of product over weekend one of Coachella, beating the festival’s previous two-weekend record of $1.7 million across both weekends, the brand confirmed exclusively to Vogue Business.
Bieber did have a leg up via an additional sales outlet: on top of the Skylrk-produced ‘Swag’ merch available alongside other artists’ merch in the artist merch tent, the brand also sold product at the Skylrk Shop, located next to its Skylrk Oasis, a respite space with shade and cool mist, which was open to all festival attendees. The goal across both lines, according to the brand, was to produce merch that is of higher quality and has a more distinct brand identity.
Bieber is the second artist to develop and produce merch under his own label, following Travis Scott doing so under Cactus Jack in 2025. As more artists launch their own fashion brands, this approach could provide a blueprint for a stronger integration between performers’ fashion and music projects. In the age of superfandoms, merch is already a big business opportunity. Producing merch under the Skylrk brand generated strong media impact value (MIV) for the brand, achieving $2.3 million to date in MIV, according to Launchmetrics. Skylrk has also seen a 3.09% increase in social media following since weekend one ended on Sunday, per Metricool.
Bieber officially founded Skylrk less than a year ago, in July 2025, after the artist began teasing the clothing brand back in December 2023. Throughout 2024, Bieber and his wife Hailey Bieber wore the brand consistently, before Bieber officially debuted the Skylrk site in 2025. Bieber has full creative control of the brand, alongside creative director Neima Khaila and designer Finn Rush-Taylor.
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