The marriage between new media, music and branded merchandise just a got a little stronger.

LiveXLive Media, a Los Angeles-based livestream and on-demand content platform, has formed a new multi-year partnership with Merchbar, a web-based retailer of merch from musical artists.

The deal will enable LiveXLive’s merchandising business unit, Custom Personalization Solutions (CPS), to tap into the more than one million products from the more than 35,000 artists’ whose swag is sold in the Merchbar marketplace.

The resulting new LiveXLive online store will be hosted on that firm’s platforms, and retail merchandise around the clock whenever a fan is ready to make a purchase.

Products will run the gamut from T-shirts, hoodies and other apparel, to posters, bags, headwear, vinyl records, CDs, collections and more. The merch is available from artists that span musical genres, including EDM, pop, rock, hard rock, R&B, hip-hop, country, jazz and blues. Sports, TV, movies and Broadway merch is also available.

The products “represent a rich mix provided by the world’s top labels and merch companies, Merchbar’s own manufacturing and fulfillment network, as well as hundreds of independent artists and merch operations,” LiveXLive shared.

“With live music coming back strong and streaming continuing to be a part of festivals/concerts and events, our new partnership with Merchbar expands LiveXLive’s offering as a one-stop platform to buy merchandise and further support our artists,” said Robert Ellin, CEO and Chairman of LiveXLive. “Our overall flywheel experience – listen, watch, attend, engage and transact – provides subscribers and free users an even more in-depth retail and shopping experience through Merchbar.”

Spotify and YouTube also have merch deals with Merchbar.

LiveXLive Media is a global platform for livestream and on-demand audio, video and podcast/vodcast content in the entertainment areas of music, comedy and pop culture. The company’s properties include PodcastOne, Slacker Radio, React Presents and CPS.