Music Merchandising (merch.)

What's the first thing you think of when you think of music/band/artist merch?

 

???

WHY TO ARTISTS SELL MERCH?

It is a welcomed revenue stream! Cash from the merch desk is also very useful on tour when you need to pay for petrol and PD's (Per Diem aka daily allowance for expenses). Believe it or not, fans do want to support and merch money usually goes direct to the artist so it's a nice way that they can connect.

Interesting merch offers have also really helped keep some musician's afloat during COVID as they haven't been able to play live.

The more merch you sell, the more of a visual presence you have too. The Swell Maps had a resurgence of interest in them after Evan Dando wore one of their T-Shirts on his album cover.

Important points to consider:

BRANDING - you need to keep your branding consistent. Use the same logo so that fans identify with it and, if it is to promote a specific album, replicate the artwork in your merch. Many acts have a whole new range of merch for each tour to cement the branding if the album.

AUDIENCE - know your audience! You need to offer merch that they will actually buy. Think about your genre too - is there anything specific that you think would work?

LIMITED EDITION - limited edition items always sell well.  People love collecting things and making something limited edition can add both monetary and aesthetic value to it. With so many mass produced things being too readily available, perhaps something more unique can be quite special.

It all depends on your vibe and your audience though - it's worth seeing what similar artists do but still try to remain faithful to your own brand/ethos.

It's not all about band T-shirts and CDs though. Examples of innovative merchandising in music:

• Bjork released Biophilia as an app and a film with some really interesting art work 

• British Sea Power sell Kendle Mint Cake amongst other things

• Iron Maiden started to brew their own beer even!

DIY - what can you make yourself? What can your friends help you make?

Have a look at some of these weird and wonderful EXAMPLES

There are some good ideas on dittomusic too.

TASK: Think what merch might work for you and how it would aid communication about you and your 'brand'. What would be the most effective and why?

http://www.onestopbandshop.co.uk/

http://www.awesomemerchandise.com/

[there are loads more!]