Off Beat is a disruptive brand to the band merchandise industry. The concept of Off Beat is a brand where alternative/indie musicians can agree to let fans create merchandise with their approval. 

Many fans decide to design their own merchandise instead of buying official merchandise so with Off Beat Merch the fans can have their designs approved by the artist's team without running into copyright issues. 

The brand will also have a music festival involving the artists that are partnered with the brand. 

The logo and identity of the brand resonates with the disruptive nature of the brand with the letters of the logo being displaced. 
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