Making Better Merch
By Rachel Surwit

Becoming a success in the music industry has its obvious compulsory components: talent and a little luck. But the one thing an artist requires above all is promotional prowess. Promotion is invariably the key to success in today’s music industry. Merchandising serves as both promotion through the repetition of your name and logo, and gets you paid when a venue’s revenue is often unpredictable and your income unsubstantial. That’s right, we’ve found the mysterious and ostensibly unattainable key: merch-your fans instantly become walking billboards, and they will pay you for the chance to fill the job.
Products and endorsement deals featuring a band’s image are nothing new, however, artists have recently been seen more enthusiastically cuddling up with corporate America. This is evident in such commercials as Sting and Jaguar, Lillix and Acuvue, Madonna and Gap, Britney and Pepsi, Bob Dylan and Starbucks, and the list goes on. Many artists have even created their own clothing lines-the ultimate merch. From lunch boxes to action figures, pop idols such as the Beatles, Sonny and Cher, and Elvis Presley effectively set the stage for the mass brand era back in the 1960s. They were followed by such legends as Jackson 5, ABBA, and Donny and Marie Osmond in the ’70s as well as New Kids On The Block in the ’80s. Over a decade later, the trend has only escalated.

The days when commercialism meant “selling out” are long gone as it goes. Now it is just smart business, commercialism hand-in-hand with creativity. While credibility may be the ultimate goal, it would be nice to make a living as well. Fans are ready and more than willing to promote bands by wearing and using their gear. At the same time, artists are equally secure plugging their original commercial products. Fans look at a piece of merch as a trophy or remnant of an experience they had, and the physical object keeps the emotions animate. It is a band’s job to ensure that this can be a reality and effectively profit from it. It is time to get down to business and promote yourself!

Merchandising is a colossal industry. The current illegal downloading craze and steeply declining record sales have birthed a whole new business plan. It is now refocused on merchandising, an ever-increasing percentage of a band’s income. For bands that sit below the radar, merchandise profits can become the livelihood that literally supports the artists. In fact, merchandise sales from concerts generate the majority of profits for both large and small bands. Relying on unpredictable payouts from venues provides no guarantee for sufficient monetary gain, but merchandise sales do, if you follow some simple guidelines to ensure profitability.

The first step is to establish a definable image and central message. Trademarking is essential; solidify your name, logo, symbol, likeness, and any other aesthetics that personify you, your band, and your music. You want to pick something that is eye-catching and memorable so that it is distinctly associated with you and your music. Put yourself in the place of your fans; what message embodies the lifestyle that they will want to project through the clothing they wear? The most successful symbols elicit a specific emotional response, often a very powerful one. There are three approaches: a symbol, words, or a combination of the two. Think of classic symbols like the Rolling Stones’ tongue; the image itself has come to evoke much more than just the band’s name, and it is easily recognizable-simple yet potent. The band name itself can also act as the logo. Text style and colors are used to communicate the adjectives the band wants to associate with, be it “forlorn,” “hard core,” or “hip.”

The next step is to design your gear. Target your specific audience and make it genre specific; what they will actually pick up and use everyday. The message that comes across must be a good match with the message of your music. Try to think of something original that people will actually want and need. Not that there is anything wrong with t-shirts, posters, buttons, stickers, and the other typical merchandise items. You should have those as well, but more unique items will make a more lasting statement about who you are. It is this systematic repetition of your image and trademark that forms the basis for all promotions, gets your name and message heard, and earns your reputation.



Take, for example, the merch genius of KISS, one of the leaders in the market to this day, two decades after their last hit. From condoms, comic books, bowling balls, check books, clocks, number plates, and yes, steel coffins sold at almost $3,000, the band’s image and unique brand have set the bar high for merchandising. Bands are now required to come up with ever more imaginative products if they want to stand out-a task you can accomplish with a little imagination. Think of merchandise as just another form of expression, a benefit outside the financial one.

Now that you have the repertoire lined up to sell, the next step is hands-on promotion. Get down and dirty with your fans and push this stuff. All too often bands think they are done when their set is finished. They might plug the merch table during the show, but that’s where it ends. You are playing your heart out to connect with your audience and as soon as the set list is complete, you break the bond by going to the back room or sending your fans to talk with someone else. This is not the way to make sales. Instead, jump off the front of the stage with CDs in your hand or head back to the merch table. You can even sign the merchandise as they buy them. Have Sharpie’s in assorted colors for the signing.

Make the table presentable and approachable. Think: Location, Location, Location. More often than not, club owners/managers will want to stick you in a dark corner out of the way. You need to make sure you are set up either next to the music or by the door so no one coming or going can miss you. Make sure there is enough lighting so fans can see what they might want to buy. You can even bring along a small battery-operated lamp. Clearly mark all prices and make sure you have change.
Organization and presentation are very important. Line up each size in neat piles, maybe use plastic bins, and hang an example of each design behind the table on the wall. At least two people should man the station at all times. Managers and friends will be happy to help work the table, often just for the benefit of being associated with the band or to get on the guest list. The table must be organized in a way to move people quickly in and out of the buying process, effectively allowing for more purchases. Another good trick is to recruit eye-candy to help push your gear. Attractive young women can do wonders for your goods. Also, create package deals: “buy a shirt, CD, poster, and sticker for this much,” or buy a CD and shirt and get a button free. Never sell yourself short; if you are selling your CD for $5 you are basically telling fans that you aren’t worth their bucks. You can also set out extra bait to draw people in such as candy or a drawing. To enter the drawing, people must put their business card or a form into a bowl sitting on the merch table, thereby boosting your mailing list at the same time.

Merch sales are not complete when the lights go out, the last fan leaves, or even as they bolt lock the doors to the venue. You want people to follow up and go to your website and purchase more. A good way to plug your site is by designing your own stamp for the venue to use at the door to temporarily brand all fans with your web site. It is a simple way to keep your band’s name and site fresh in their minds. Another good idea is to add a special deal, such as free shipping, especially for fans who came to the concert and return to visit and buy your merch.