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MERCH 101: A Bandwagon You Should Join


  • By Amsa Yaro


ShArE


MERCH 101: A Bandwagon You Should Join

Have you ever heard of KISS? Of course you have. You may not have been born at the time they dominated the airwaves but you know of them. How could you not? With their faces, logo and names in partnerships that span across an array of industries, they are the 'Kings of Merchandise'. From toys to coffins, reality shows and comic books, condoms and games, with over 2,500 licenses to date, you can imagine what the merchandise store at their concerts look like. There is something for everyone and everything for someone. They understood the power of merchandising and made it their empire.

The internet has changed the game in every industry, the music scene has evolved as well. With more artists choosing to be independent, a drop in pyshical sales of albums and cds, an increase in streaming activities and live events becoming a major revenue source, the need to imprint an artist’s brand on their listeners is ever present.

By giving them the opportunity to own an item that comes from a favorite artist or a subculture they are a part of, merchandising is an efficient vehicle for ownership from both sides. Where an artist can put a claim on fans and the fans can invest in their fandom. But t-shirts and records are not the only items artists should focus on. With a variety of products readily accessible through print-on-demand companies, it easier to merge need and want to satisfy ones audience.

“It’s about extending an artist’s brand through a global program of different consumer products,” says Mat Vlasic at an interview with Forbes. The CEO of Bravado, a merchandising company, has  provided merchandise for artists such as Katy Perry, Drake and more. “It's important to learn from other industries where they have tapped ideas around merchandising being a prominent marketing vehicle and being able to help build your brand". Merch isn't just for the mega stars! Music merchandising extends to DIY artists, venues and festivals! 

Building on this, London Music Office’s up-coming #MusicTalks: Merch 101 is an opportunity to hear, learn and discuss with other artists  their journey through music merchandising. An interactive sessions with the exchange of ideas through a series of topics such as “The Art & Science of Merch” and Unique Merch Items & Tactics, it is an avenue for local artists and creatives interested in the music industry to be part of the discourse of the ever growing merchandise business.

Date:               September 25th, 2018

Time:              7-9:30pm

Venue:           The Baker’s Dozen
                        613 Dundas St E
                        London, Ontario

for more info: #MusicTalks: MERCH 101



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