Steve Gerstman, founder of Oakland, Calif.-based Tour Swag, is a pioneer in the DIY merchandising space. His business serves many superstar clients like Eric Clapton and Van Morrison, but still promotes a user-friendly merch model that helps emerging bands create swag and get it to shows and on the bodies of fans. Tour Swag can provide any level of merchandising services, including in-house design and production capabilities. Nonetheless, Gerstman's first piece of advice for baby bands: Don't necessarily go to a merch company out of the gate.

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