The show could not go on.

But musical acts and music venues are using branded merchandise to creatively play off that unfortunate fact and generate badly needed income during dire times.

Poster from “The Tours That Never Were” campaign. Available here.

Social distancing practices and mandated shutdowns have compelled musical artists to cancel 2020 tours and forced music venues/bars to temporarily close. That’s sapped the livelihood for everyone from the musicians to their touring crews to venue staff and others.

Still, merch sales have become a bit of a lifeline for some of those affected. And of late, there’s been some unique merch hitting the market that, gallows-humor fashion, takes the pandemic and the unprecedented spate of cancellations as its theme.

The below shirt from Union Transfer is a good example. The Philadelphia music venue’s tee features screen-printed graphics of hand sanitizer, toilet paper and a circle near the elbow crease that’s labeled “cough here.” What would have been Union Transfer’s show lineup is on the back, with the words “postponed” written over each entry.

The Union Transfer COVID-19 relief shirt is available here.

A somewhat humorous way to remember an awful time? Will be all the rage in 2022 as we reminisce about the brutality of 2020? Be the envy of friends and show-going colleagues years from now. Featuring our completely ravaged show calendar on the back of each tee. Long sleeves (4/6) pic.twitter.com/rq9C5psLJv

— Union Transfer (@UnionTransfer) April 30, 2020

Philadelphia artist Perry Shall designed the graphic. West Philly’s Soft Hand Screen Printing is doing the printing.

Another initiative comes from across the pond. “The Tours That Never Were” campaign is selling merchandise to raise money for nearly 30 independent/underground British bands that had to nix tours because of the coronavirus.

Funds benefit the artists themselves and their crews. Some proceeds are also being donated to charities, including organizations that focus on domestic abuse (a growing problem during COVID-19 lockdowns).

The initiative features a collection of campaign-specific merchandise branded with “The Tours That Never Were” phrasing, the names of participating bands and more. Items include T-shirts, tote bags and posters.

T-shirt and tote bag from the “Tours That Never Were” campaign. Available here.

London-based music publicity/public relations firm Good As Gold partnered with musician Dave Larkin (bassist in band Black Peaks), designer Aled Phillips and promo provider Awesome Merch to create “The Tours That Never Were” campaign.

“We created this campaign as a reaction to a number of bands and artists we know being left in a really tough financial situation after being forced to cancel tours after buying merchandise stock, booking transport and accommodation and so on,” Larkin told musicradar.

Larkin continued: “Self-employed touring crew, whose livelihood relies on these tours, also have been left with no income. At this time it seems really important for the music community to come together, support each other and show solidarity.” Clearly, branded merchandise is facilitating that camaraderie.