Not being a fan of excessively loud music myself, I've sometimes wished I had a tangible keepsake from concerts I've attended. This could be anything from a signed card or commemorative glass to a poster. It seems these items often represent more than just products adorned with a photo or signature of a favorite artist; they can embody a memory, a shared energy, or even a message.
While such items might have once seemed like simple fan merchandise, today, "merch" represents a significant market and a vital connection between artists and their fans, serving as a multifaceted bridge between them.
The emergence of the first merch
The modern concept of merchandise emerged in the mid-20th century. The introduction of Beatles-branded hats, t-shirts, and bags in the 1960s sparked immense fan interest, as such items were unprecedented. This allowed Beatles fans to incorporate not only the band's music, but also their lifestyle, into their own lives. This trend, which subsequently spread to rock and metal bands, has now captured the attention of brands as well as cult music groups. Merchandise occupies a dedicated category in marketing campaigns, with virtually every brand striving to create its own collection.
Regardless of the specific item, merchandise represents a visible, tangible, and even sensory (including smellable) extension of the artist's world and the identity they cultivate. In today's context, it's fair to include digital products as well. For instance, a souvenir from a concert provides a tangible memory that transports us back to that moment, creating a deeper connection with the artist whose music we enjoy. The photo on a card or the t-shirt we wear symbolizes not just the musician's name, but also the value and passion of our admiration for them.
Where does merchandise fit into an artist's communication strategy?
Particularly after the impact of the Covid-19 pandemic and the digital transformation of the music industry, many musicians have shifted away from releasing ten-to-twelve song albums and now focus on single releases. Consequently, generating revenue solely through music creation isn't as lucrative as it once was. This has brought the use of an artist's name and image as a revenue stream into sharper focus, making the production and sale of merchandise increasingly important. Looking at today's popular artists, it's safe to say that merchandise significantly contributes to their income. These products, especially those sold during tours, can substantially supplement a musician's earnings beyond stage performances.
Merchandise as a community-building tool:
When a fan purchases merchandise, they feel a sense of belonging to that artist's community. For example, wearing a Metallica t-shirt from a specific concert or a Hard Rock Cafe t-shirt from a particular city in everyday life can facilitate connections with others who share a similar affinity for the band or venue. Other prominent examples include BTS's Army and Taylor Swift's Swifties. As these examples illustrate, merchandise acts as a powerful connector, uniting fans beyond the realm of music itself.
What should you consider when designing your own merchandise?
Given that merchandise facilitates direct communication and connection between artists and fans, strong design is paramount. Merchandise should possess a distinct style and, ideally, tell a story. The artist's musical style, personal iconography, and color palettes aligned with the album or single the merchandise is associated with are generally considered foundational elements. Regardless of the target audience, the resulting merchandise should unmistakably identify itself with the artist.
However, merchandise production requires a significant budget in today's market, making products with broader appeal more practical. While oversized t-shirts and hoodies are consistently popular, other items like tote bags, pins, or magnets, though currently trending, might not be the most strategic investment depending on budget constraints. Using song lyrics with eye-catching typography on t-shirts is both trendy and personal. Furthermore, merchandise design should align with the fan base's demographics, age, and interests. A younger audience might gravitate towards more colorful and playful designs, while a more mature audience might prefer sophisticated and understated colors.
Frankly, one of the main reasons I wanted to move Travego Firarda away from its cold gray and blue color scheme is that the organization is geared towards young people, and its focus is Mediterranean music.
Merchandise that fosters fan connection goes beyond simple items like t-shirts or hats; product materials should be of the highest possible quality. Merchandise carries the artist's brand, and a quickly deteriorating product reflects poorly on the artist's brand value. No one wants to see a product bearing their name and brand discarded; it's disappointing for everyone involved. Considering that fans want to own not just an artist's music, but also a piece of their world, budget optimization is crucial for creating a positive and lasting impression.
Professional agencies for merch production
Merchandise production involves not just design, but also distribution and marketing. Recognizing this, some entrepreneurial individuals have developed new agency models to manage this process professionally. These agencies fill a crucial gap by understanding the artist's identity and creating products that accurately reflect it. They provide comprehensive support, from sourcing high-quality materials and selecting appropriate printing techniques to offering design expertise. For artists with global fan bases, they also provide logistics and e-commerce solutions, ensuring seamless worldwide product delivery.These agencies act as valuable intermediaries, tracking current trends, rapidly producing impactful merchandise, and facilitating stronger artist-fan relationships. Some even manage post-sale processes and offer customer service to maximize fan satisfaction. This allows artists to delegate the technical details to dedicated professionals and concentrate on their music.
It's important to acknowledge that merchandise, while serving as a potential revenue stream for artists, also touches people's lives. The world of merchandise transcends mere items; it's a network connecting music, emotions, and identities. And perhaps, that logo represents a significant way to improve someone's life and foster a sense of belonging.
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