About Us
Who We Are
Merch2 was founded in 2025 by Patrick Mahoney, alongside longtime collaborator Laska Lloyd and co-founder Ken Rivera. Together with a network of strategic partners across entertainment and sports, the team brings deep industry experience and relationships. Patrick’s background spans entertainment and sports merchandising, where he has worked with artists across rock, country, pop, and EDM, with expertise in product development, e-commerce, licensing, touring, and international distribution.
Laska brings more than two decades of experience in sourcing, production, and logistics, including extensive work managing vendor relationships and large-scale retail production programs.
Ken Rivera contributes a strategic perspective shaped by his background in investment banking—where he participated in several of the largest music catalog financing transactions of the past decade—along with experience in concert promotion and artist management.
Today, Merch2 operates as a flexible, boutique-style company focused on helping artists and creators unlock the full value of their brands through thoughtful merchandising, strategic partnerships, and direct collaboration with their teams and fan communities.
What We Do
Strengthening the Artist–Fan Connection
We transform creative identity into products, collaborations, and experiences that bring artists closer to their audiences and expand the cultural reach of their brands.
Creative
Where brand identity becomes product. We collaborate with leading designers and visual artists to translate creative vision into compelling merchandise. Every design reflects the artist’s identity while capturing cultural trends that resonate with fans.
Merchandising
Products fans want. Programs that perform.
From tour exclusives to premium lifestyle goods, we develop merchandise programs designed to maximize both fan connection and commercial success.
Commerce
Direct-to-fan, everywhere.
We build modern commerce platforms and retail strategies that connect artists with fans around the world through curated product drops, exclusive releases, and seamless shopping experiences
Partnerships
Culture-driven collaborations.
Through licensing, brand collaborations, and strategic partnerships, we expand creative brands into new markets, new audiences, and new cultural moments.
Strategic & Additive Services
Beyond merchandise, we help artists expand and monetize their broader
creative ecosystems.
- Label Services – Supporting artists who choose to self-release their
music - Strategic Partnerships – Structuring brand collaborations and
commercial relationships - Catalog Strategy & Monetization – Advising artists and rights holders
on unlocking the long-term value of their creative IP