SOUNDMERCH

What SOUNDMERCH does

Sound Merch is an Australian independent music merchandise and physical media retailer founded in 2009 and headquartered in Collingwood, Victoria. The company operates a dual-channel retail model consisting of a physical 'Real Life Record Store' at 64 Oxford St, Collingwood, and a Shopify-based e-commerce platform at sound-merch.com.au that ships internationally. Its core product set spans vinyl records (new releases, classic catalog, colored variants, signed copies, and Record Store Day exclusives priced from approximately $15 to $365 USD), CDs, DVDs, cassette tapes, digital downloads, and artist-branded apparel including t-shirts, hoodies, tanks, bundles, and accessories.

The business has built a curated catalog covering thousands of artists and operates dedicated Artist Stores for 100+ acts, including Amyl and The Sniffers, King Gizzard and The Lizard Wizard, Julia Jacklin, Pond, Ninajirachi, Ocean Alley, and Budjerah. Distribution partnerships with 17+ independent labels including Sub Pop, Domino, Matador, XL Recordings, 4AD, Ninja Tune, Dead Oceans, Secretly Canadian, Rough Trade, and Australian labels Future Classic, Milk! Records, Remote Control, and Anti Fade Records provide preferential access to inventory and exclusive variants. A sub-brand called Make Merch (soundmerch-makemerch.com.au) extends the platform into custom artist merchandise production services.

Sound Merch generates revenue through one-time unit-priced transactions across vinyl, apparel, accessories, and gift cards, with no subscription or recurring revenue components. The go-to-market motion is direct-to-consumer, driven by organic marketing channels including email newsletter, artist and label social media promotion, physical-store foot traffic (notably during Record Store Day events), and search/SEO on the e-commerce platform. The company is privately held with no disclosed funding rounds, no parent entity, and operates with a stated headcount of approximately 10 employees.

Name

SOUNDMERCH

Legal name

Sound Merch

Website

https://sound-merch.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sound Merch is an Australian independent music merchandise and physical media retailer operating a Collingwood, Melbourne record store and a Shopify-based international e-commerce platform, selling vinyl, apparel, and exclusive releases for 100+ artists and 17+ independent labels.

Ownership category

akta.pro rank

Product category

Independent Record Store & Music Merchandise Retail

NAICS

Musical Instrument and Supplies Retailers (459140)

SIC

Retail-Record & Prerecorded Tape Stores (5735)

akta.pro primary industry

Creator Commerce & Merch Platforms (Shops, Drops, Print-on-Demand) (MPACABAG)

akta.pro secondary industry

Physical Recorded Music Manufacturing (Vinyl/CD/Cassette) (MPAIAAAE)

Keywords

• Independent record store
• Vinyl record retail
• Band merchandise
• Music merchandise
• Physical music media

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales - Vinyl Records: Primary revenue stream from selling new and pre-owned vinyl records across all genres. Products include standard black vinyl, colored vinyl variants, limited editions, RSD (Record Store Day) exclusives, and signed copies. Pricing ranges from approximately $15 to $365 USD depending on format, edition, and exclusivity.
2. Retail Sales - Band Merchandise: Sale of artist merchandise including t-shirts, hoodies, long sleeves, tanks, singlets, bundles, and accessories. Products are sold through both the main store and dedicated artist stores.
3. Retail Sales - CDs, DVDs, Cassettes: Sale of physical music media including CDs, DVDs, and cassette tapes from independent and major label artists.
4. Accessories and Other: Sale of accessories including tote bags, caps, beanies, teatowels, stickers, posters, art prints, and gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sound Merch is an Australian music merchandise and physical music media retailer that operates both a brick-and-mortar record store in Collingwood, Melbourne, and an e-commerce platform (sound-merch.com.au). The business sells vinyl records, CDs, DVDs, cassette tapes, digital downloads, band apparel (t-shirts, hoodies, tanks, bundles), and accessories (bags, caps, beanies, stickers, art prints), along with exclusive D2C variants, signed editions, and Record Store Day exclusives. It also operates dedicated Artist Stores and Label Stores for more than 100 artists and 60+ independent labels, plus a custom merchandise production service called Make Merch.

Product overview

Sound Merch operates as a multi-channel music merchandise and physical media retail platform. The core offering consists of vinyl records, CDs, cassette tapes, and digital downloads as the primary music products, supplemented by artist merchandise including apparel (t-shirts, hoodies, tanks, bundles) and accessories (bags, caps, beanies, stickers, art prints). The platform is structured around individual Artist Stores for major artists and Label Stores for independent record labels, creating a marketplace-style experience. Additional offerings include exclusive releases for Record Store Day and Sound Merch Exclusives, plus a custom merchandise creation service called Make Merch. The business operates both an e-commerce website and a physical retail location in Collingwood, Melbourne.

Differentiator

Problem solved

Functional benefit

Brands

• Make Merch: Make Merch service for custom artist merchandise production

Products and services

• Vinyl Records
• CDs & DVDs
• Cassette Tapes
• Digital Downloads
• Band Apparel (T-Shirts, Hoodies, Tanks, Long Sleeves)
• Accessories (Bags, Caps, Beanies, Stickers, Teatowels)
• Art & Prints
• Gift Cards
• Record Store Day (RSD) Exclusives
• Sound Merch Exclusives
• Make Merch Custom Production Service

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core.

• 4ADcoreChannel Partner/ Reseller/ DistributorSound Merch serves as a retail distributor for 4AD label releases, including vinyl, merchandise, and special editions. 4AD is a prominent UK-based independent record label representing artists across various genres.
• Dead OceanscoreChannel Partner/ Reseller/ DistributorPartnership for distribution of Dead Oceans catalog releases. Dead Oceans is a US-based independent label known for artists like Julien Baker, Phoebe Bridgers, and Mitski.
• Domino RecordscoreChannel Partner/ Reseller/ DistributorDistribution partner for Domino Records releases. Domino is a UK independent label with a diverse roster including Arctic Monkeys, Wet Leg, and Fontaines D.C.
• Future ClassiccoreChannel Partner/ Reseller/ DistributorPartnership with Australian electronic label Future Classic, representing local artists like Flight Facilities, Winston Surfshirt, and others in the physical retail channel.
• Heavenly RecordingscoreChannel Partner/ Reseller/ DistributorDistribution partner for Heavenly Recordings catalog. UK independent label known for work with artists including Ladytron and Confidence Man.
• Loma Vista RecordingscoreChannel Partner/ Reseller/ DistributorLoma Vista distributes through Sound Merch for artists including Ecca Vandal. Loma Vista is a US independent label with a focus on innovative artists.
• Matador RecordscoreChannel Partner/ Reseller/ DistributorPartnership with Matador Records for distribution. One of the most respected US independent labels representing artists like Car Seat Headrest, Interpol, and Old Sea Brigade.
• Milk! RecordscoreChannel Partner/ Reseller/ DistributorPartnership with Australian independent label Milk! Records for local distribution of artists including G Flip, Camp Cope, and others.
• Ninja TunecoreChannel Partner/ Reseller/ DistributorDistribution partner for Ninja Tune releases. UK electronic label known for artists like Bonobo, Kelly Lee Owens, and Bicep.
• Remote Control RecordscoreChannel Partner/ Reseller/ DistributorPartnership with Australian label Remote Control Records for distribution of artists including Animal Collective, Alvvays, and others in the Australian market.
• Rough TradecoreChannel Partner/ Reseller/ DistributorUK label and retailer Rough Trade has releases distributed through Sound Merch. Represents artists across rock and alternative genres.
• Secretly CanadiancoreChannel Partner/ Reseller/ DistributorPartnership for Secretly Canadian label releases distribution. US independent label representing artists like Moses Sumney, FLEET FOXES, and Japanese Breakfast.
• Sub PopcoreChannel Partner/ Reseller/ DistributorDistribution partner for Sub Pop releases. Legendary US independent label known for artists like Fleet Foxes, Metz, and Nirvana.
• XL RecordingscoreChannel Partner/ Reseller/ DistributorPartnership with XL Recordings for distribution of releases. UK electronic and dance label representing artists including Radiohead, Adele, and RÜFÜS DU SOL.
• Anti Fade RecordscoreChannel Partner/ Reseller/ DistributorPartnership with Australian independent label Anti Fade Records for local distribution of artists including The Goon Sax, Slumdogs, and other Australian acts.
• PieatercoreChannel Partner/ Reseller/ DistributorPartnership with Australian label Pieater for distribution of artists including #1 Dads and other indie acts.
• Central Station RecordscoreChannel Partner/ Reseller/ DistributorPartnership with Australian label Central Station Records, home to artists like Starley and other dance/pop acts.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sanity: Long-standing Australian music and entertainment retailer offering CDs, DVDs, vinyl, and related merchandise. A broader incumbent in Australian music retail; less focused on independent/exclusive catalog than Sound Merch.
• JB Hi-Fi: Australia's largest specialty electronics and entertainment retailer, carrying vinyl, CDs, DVDs, and merchandise. Overlaps with Sound Merch on physical music media but operates at far broader scale across electronics and appliances.

Others

• Discogs: Global online marketplace and database for music collectors, including new and used vinyl, CDs, and cassettes. Functions as a complementary/competing channel for collectible physical media and inventory discovery.
• Bandcamp: Artist-direct D2C music and merch platform enabling independent artists to sell vinyl, cassettes, and merchandise directly to fans. Increasingly a substitute for retailer-mediated artist merch distribution, particularly for the indie artists Sound Merch serves.

Direct peers

• Waterloo Records: Long-established independent record store in Austin, Texas, with a strong physical retail presence, RSD participation, and an online store carrying indie and major releases. Comparable as a heritage indie record store with exclusive/variant focus and event-driven foot traffic.
• Amoeba Music: Largest independent record store in the US, with three flagship locations and a comprehensive online store. Comparable to Sound Merch as a multi-channel indie record retailer emphasizing breadth of catalog and collectible/vinyl focus.
• Pure Pop Records: Long-running Melbourne independent record store focused on indie, alternative, and collectible vinyl. Comparable as a hyperlocal Melbourne indie record store peer with strong community/event engagement.
• Resident Music: Independent UK record store in Brighton with a strong e-commerce platform and indie label partnerships. Comparable in scale and focus on vinyl, signed editions, and exclusive releases for an enthusiast collector base.
• Rough Trade: Iconic UK-based independent record store chain with a strong D2C e-commerce platform and label/artist exclusives. Closely comparable to Sound Merch in combining physical retail with a global online store carrying independent and major-affiliated catalog.
• Title: Melbourne-based independent record store specializing in indie and alternative music, with both physical and online sales. Closely comparable as a local indie record store peer in Sound Merch's home market of Collingwood/Melbourne.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/soundmerch

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SOUNDMERCH