In days gone by, selling band merchandise was frequently regarded as one of the sleazier means by which a musician might support themselves, but for good or ill the music world has changed dramatically. Free downloading and copying of music (legal or not), increased competition due to cheaper production technologies, dwindling royalties from sales, and increased image consciousness and an emphasis on social networking have firmly established band merchandising as a solid and often important income generator for todays artists.
Indeed, its more than a little thought-provoking to compare the average $1 royalty which eventually goes to an artist from the sale of a CD produced by a record company against the immediate up-to-100% profit that same artist can potentially make on a direct sale of a $25 T-shirt.
Investing in band merchandise can generate income for your band both directly and indirectly. Even if you give your merchandise away as prizes and incentives, youre still advertising your band, raising its profile, encouraging fan loyalty, and indirectly increasing your fan base and future sales. Selling your merchandise at live shows or online (via your website or a merchandising partner), on the other hand, provides a direct income which can go a long way towards funding the costs of equipment, recording, promotion, and touring.
There are a number of issues to consider along the way, including ownership of copyright and trademark rights for band logos, slogans and designs, and the splitting of merchandising revenue amongst band members and with third parties such as gig venues and distributors. It is advisable to deal with these questions before problems arise, and get professional legal assistance if required.
The amount of money you can generate from merch is, however, largely up to you you can be as personally involved as you wish. If youre selling band merchandise during a gig, dont be shy about your merchandise table. Whether you involve yourself in looking after the table or not, take a professional approach. Present it as you would a display window in a store, and take full advantage of the opportunity. Keep your merchandise fresh (who wants to buy the same old thing they bought last time you toured?), bring the right amount of stock, make your display attractive, place it in a prominent and easily accessible position, and if youre game and have the time and the energy invite your audience to come and meet one or more of the band members there during intermission and/or after the show. Wear a band T-shirt yourself sometimes, to show off how cool it looks and help build a bond with your fans. Request your fans email addresses when theyre making a purchase, so you can contact them afterwards with info about upcoming gigs and new albums or merchandise.
If youre selling merchandise online, be creative. Package your merchandise together; give discounts for people who buy your CD and your T-shirt and a few stickers. If they buy two shirts, give them an option to download a screensaver, or a discount voucher for your next show. The possibilities are endless.
An increasing number of artists are also offering redeemable download codes to purchasers of band T-shirts sold through distributors (e.g. retail stores). When the code is used to download the music, a digital album sale is also recorded. Truly, sometimes the merch comes first!
Indeed, its more than a little thought-provoking to compare the average $1 royalty which eventually goes to an artist from the sale of a CD produced by a record company against the immediate up-to-100% profit that same artist can potentially make on a direct sale of a $25 T-shirt.
Investing in band merchandise can generate income for your band both directly and indirectly. Even if you give your merchandise away as prizes and incentives, youre still advertising your band, raising its profile, encouraging fan loyalty, and indirectly increasing your fan base and future sales. Selling your merchandise at live shows or online (via your website or a merchandising partner), on the other hand, provides a direct income which can go a long way towards funding the costs of equipment, recording, promotion, and touring.
There are a number of issues to consider along the way, including ownership of copyright and trademark rights for band logos, slogans and designs, and the splitting of merchandising revenue amongst band members and with third parties such as gig venues and distributors. It is advisable to deal with these questions before problems arise, and get professional legal assistance if required.
The amount of money you can generate from merch is, however, largely up to you you can be as personally involved as you wish. If youre selling band merchandise during a gig, dont be shy about your merchandise table. Whether you involve yourself in looking after the table or not, take a professional approach. Present it as you would a display window in a store, and take full advantage of the opportunity. Keep your merchandise fresh (who wants to buy the same old thing they bought last time you toured?), bring the right amount of stock, make your display attractive, place it in a prominent and easily accessible position, and if youre game and have the time and the energy invite your audience to come and meet one or more of the band members there during intermission and/or after the show. Wear a band T-shirt yourself sometimes, to show off how cool it looks and help build a bond with your fans. Request your fans email addresses when theyre making a purchase, so you can contact them afterwards with info about upcoming gigs and new albums or merchandise.
If youre selling merchandise online, be creative. Package your merchandise together; give discounts for people who buy your CD and your T-shirt and a few stickers. If they buy two shirts, give them an option to download a screensaver, or a discount voucher for your next show. The possibilities are endless.
An increasing number of artists are also offering redeemable download codes to purchasers of band T-shirts sold through distributors (e.g. retail stores). When the code is used to download the music, a digital album sale is also recorded. Truly, sometimes the merch comes first!
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