Musicians find a groove with inventive merch that taps into our collective nostalgia.
Cyrus’s digital and marketing director, Olivia Rudensky, chalks up the retro-fest to the singer’s willingness to listen to fans and her desire to celebrate a legacy-in-progress. “So many of these artists are really tapping into what the fans want because they’re seeing it,” she says. “Nostalgia makes people feel comfortable and safe and part of this community, because it’s almost like we’re all in this together.
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