Seamus Menihane, CEO and co-founder of Armada, one of the fastest-growing merch companies in the music industry. From being a touring drummer to leading a 170-person team, he shares his journey of turning a DIY screen-printing hustle into a full-scale merch powerhouse. Armada supports artists in building real, profitable brands through merchandise, ensures tour merch remains a top revenue stream, and gives independent model artists more creative and financial control than traditional major label deals. This is a proper breakdown of the economics of merch, the merger that formed Armada, and why staying focused on your core strengths is key to long-term success in the music biz.