A recent panel at AIM (Association of Independent Music) Indie-Con examined best practice for merch for DIY and independent musicians. Here are my favourite tips discussed at that panel:
Physical Music Is Merch
If you have CDs and Vinyl, it’s not just a music format, it’s merchandise. Even if they’ve heard the music for free online, fans will still be tempted to buy as a souvenir of their night.
- Consider ‘repackaging’ older merch items (CDs with new inlays etc) to be specific to your latest tour so they feel more current.
- Sign your merch before or even better after the show ‘in person’.
- If you run your own online shop and post the items yourselves, put a special hand written thank you note or special gift in with the packaging.
Consider small run digital printing for t-shirts so you’re not left with large amounts of unsold stock. Small run tees allow you to get ‘topical’ and print t-shirts based around a current popular trend etc.
Brand It All Together
Have your album, tour and tour merch all using the same graphic designs. That way, bundling a similarly designed tour t-shirt and CD etc. will be easier.
Don’t Be A Cheapskate
Don’t sell your fans short by making poor quality merchandise. If you give them poor quality stuff, they won’t buy a second time.
Read the article in full here
Got any questions about this post or how you can better market yourself?