Mind Your Music Business: Band Merch 101
Having merchandise as a music artist can bring several benefits, both for the artist and their fans. Merchandise allows music artists to build a stronger brand, deepen their connection with fans, generate additional income, and showcase their creativity. It enhances the overall music experience by providing fans with tangible ways to express their support and affiliation with the artist. As with any investment or business venture there can be financial as well as many other risks so we’ve gathered some information on the subject to share with our more musically inclined readers.
Types of Merch
Small Items or Giveaways
Guitar picks, buttons, stickers, and posters
There are many little non expensive items that you can slap a logo or your name on. These smaller priced items can sell for cheap or serve as handouts or giveaways at shows to build your brand and engage with your audience. You can throw smaller items into merch bundles to try and encourage fans to spend a little extra cash. Usually these items are cheaper the more you buy in bulk which is why giving them away isn’t such a big deal. Conduct a quick Google search to see if there are any print shops in your area to collaborate with for a little extra promo push. Check out the links from the video’s description for popular options: Sticker mule Pure Buttons Sticker Junkie
Wearables
Hats, hoodies, t-shirts, windbreakers
Wearable merch items are the gift that keeps giving because every time a fan slaps on a tshirt with your name or logo on it they become a walking billboard for your brand. Wearable merch is continued advertising and prolonged promotion that will eventually become vintage and become cool all over again! Although upfront cost can be a bit more expensive to have made then the small or giveaway items, they tend to yield a larger profit.
Music
CDs, cassettes, vinyl, USB drives, digital downloads
Although we’re living in a digital age, fans still ask for physical CDs when they really are invested in an artist's music. Although CDs might not be the hot ticket item they used to be, other forms of music like cassettes and vinyl are trendy and an interesting addition to any music fans collection. Popular streaming service and online community Bandcamp has an option to print download codes that people can purchase from you and later exchange for digital copies of your music. Check out these popular options for custom CDs, vinyls and more: Discmakers, Oasis, Groove House
Quick Tip: Some sites create custom USB drives that artists can have packed with their music, pics, videos and juicy exclusive content.
How/ Where to Sell
There are two ways to set your store up. Having physical inventory that you personally sell or having an outside company create and sell your merch online (print on demand). Take a moment to consider the pros and cons of both so you can better make your decision
Physical Inventory
Pros
There’s nothing like the connection you make when a fan sees you performing. They feel connected and want to show support in a monetary way and having physical merch with you is a great way to capitalize on that. Releasing new limited edition items can be a fun way to get people to shows. Any expenses on mailers, stamps, envelopes, and shipping and handling are all tax deductible, and including handwritten notes to fans when you ship could be the connector that leads to lifelong connections.
Cons
Physical inventory does come with upfront costs. If you’re just starting out or don’t have a lot of capital, some items can get very pricey to buy in bulk. Mailing out merch can get time consuming. You will need to mail if you keep them which can be time consuming and storage can be an issue if you're working out of your apartment or house.
3rd Party Company Online
Pros
Sites like Shoppify and Printful create and ship so you don’t have to save precious time and energy. Inventory is kept out of your home so no junking up your house with boxes and boxes of merch. Online shops make your merch available on a larger scale not just locally which means more chance of profit and growth. If money is an issue depending on which company you use there can be little to no upfront cost.
Cons
There’s nothing like human connection and unless someone wants to jump on their phone and buy right away, you might lose that initial buying magic that only a really moving performance can generate. The online stores will be taking a cut or percentage of what you make. There’s no limit to the kind of merch you can buy and keep stored but depending on the company you use their options for what you can have available for purchase could be.
