Crafting a strong brand identity allows an artist to build a more meaningful and long lasting relationship with their fans.

Many artist management companies are seeking to bring their merchandise development in house to create market differentiation and increase revenues. (IMG: Musiue Mode marketplace)

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.

With the growth of touring and musicians as pop-culture icons, the artist manager emerged as a key role in the management of the full professional spectrum of a musician. (IMG: Bono and Paul McGuinness, U2tourfans)

Licensed merch has become a popular revenue stream for iconic musicians and bands. (Img: Urban Outfitters)

Design driven merchandise offers an opportunity for artists to better connect with their fans, while realizing new profit centers. (Img: threeASFOUR)