One of the most exciting things about seeing an artist on tour is getting the limited edition merchandise. Over the years, it’s become a staple for touring and one of the biggest ways to monetize for artists.

Unfortunately, it’s not always easy to secure merchandise when you arrive at the venue. Generally, you would have to get there super early or wait in a long line which is never fun, especially when you and your friends are excited for the actual concert itself. UK-born ticketing and livestream platform “DICE” is migrating into the direct-to-fan merchandise business. Artists will be allowed to run exclusive, limited edition “product drops” in the lead up to a show, which will only be available to fans attending the live event and/or virtual streams.

Merchandise is only becoming more prominent with artists getting more creative and putting more focus into it. DICE will make the process of getting the merch more convenient and eliminate stress when you show up to the concert. DICE is live in the UK, US, France, Italy, Spain, India, Australia and has plans to expand even more. DICE might seriously be up to something with this.