Fans as a Monolith
The Importance of Merchandise in the Streaming Era
In the current landscape of the music industry, merchandise sales have become a crucial revenue stream for artists. In an era dominated by streaming, the sale of a single t-shirt can equate to the income generated from tens of thousands of streams. However, this is not solely about financial gain; it's also about deepening fan engagement. Fans are increasingly seeking merchandise that resonates uniquely with the artists they admire. Despite this demand, the merchandise on offer often falls short of matching the quality and experience of the music or live performances. A significant reason for this disparity is the tendency to view fans as a monolith, assuming a one-size-fits-all approach in merchandise offerings.
The Pitfalls of a One-Size-Fits-All Approach
When artists treat their fanbase as a monolithic group, they overlook critical aspects such as fit, cut, silhouette, design details, color choices, and price points. A common practice is the production of unisex or male-oriented t-shirts and hoodies, disregarding the fact that a significant portion of many fanbases is female. Pricing often reflects the costs and desired profit margins, with little consideration for what fans are actually willing to pay for the right products This approach fails to account for the diverse age groups and lifestyle contexts in which fans might wear the merchandise. The current state of merchandising meets only the bare minimum for a varied and nuanced fan base.
Understanding the Customer: The Key to Improved Merchandise
To revolutionize their merchandise strategy, artists need to delve into understanding their fans as intimately as they would in a fashion brand context. This includes analyzing demographics such as age, gender, income, and location, which can inform the types of products fans are likely to purchase and at what price points. Moreover, understanding psychographics – fans' preferred entertainment, hobbies, fashion brands, travel habits, and their connection with the artist – can reveal insights into when and how fans buy and wear merchandise. The assumption that merch is only bought at concerts and worn on weekends is overly simplistic. Everyday apparel often features brand logos, and music-related graphics have become a significant aspect of licensed merchandise in stores like Urban Outfitters and Target, showcasing a missed opportunity for deeper engagement and revenue.
From Research to Diverse Merchandise Collections
Armed with thorough research, artists can develop merchandise collections that are not only thematically connected to album releases or tours but also offer a diverse range of options for fans. This might involve creating merchandise at various price points, from high to low. Such a strategy necessitates the inclusion of exclusive items for VIP fans and more accessible, “entry level” products for others. It also encourages thoughtful design, where each piece in the collection complements the others, offering varied styles beyond the typical t-shirt with identical graphics. The goal is to cater to different preferences, such as fitted tees for female fans or varying degrees of logo prominence across items. It also creates the possibility of fans buying and wearing a “full look” without becoming a billboard!
Strategic Distribution: Tailoring to Locations and Partnerships
Determining which products sell best in specific locations should also be a key component of an artist's strategy. Not every store or venue needs to carry the full collection. For instance, cities like New York or Los Angeles might demand more style options and price points, while other places might be satisfied with the core collection. This approach opens doors for exclusive styles tailored to specific locations or unique collaborations, balancing the availability of general merchandise with limited, sought-after items.
The Future of Merchandise: Connecting with Fans Beyond the Basics
The future of artist merchandise lies in transcending the traditional scope of t-shirts and hoodies. It's about strategically connecting with fans, offering them a spectrum of options that allow them to immerse themselves in the artist's community and vibe. By moving away from viewing fans as a monolithic group and towards a more nuanced understanding of their lifestyles and preferences, artists can transform merchandise from being a mere weekend memento to a meaningful, everyday expression of fan identity, community and connection.
