How Do You Sell Merch Without Concerts? Merch Companies Are Up Against a Wall
When quarantine first started, most of us still had a glimpse of hope that maybe, just maybe we could still attend festivals once summer came. As covid cases surged through the U.S, gatherings of more than 100 — even 50 were not allowed, that hope became despair.
As the music industry began to realize the severity of the pandemic, starting early March, Ultra, Tomorrowland, and Coachella began announcing its cancellation. Artists soon followed suit, indefinitely postponing all events till 2021, leaving the rest of the 2020 concert free.
Production and merchandise companies are among those who felt a significant decline in revenue stream. Without concerts, how are they supposed to sell merchandise? Though most companies have their own online retail store, it doesn’t compare to the foot traffic of merchandise tents in a festival.
Luckily, several websites have platforms that allow artists to perform and promote merch during these difficult times. Here’s a few ideas of how one could monetize the merch revenue stream online.
Spotify
I made the switch to Spotify about a year ago, and I’ve honestly enjoyed it more than Apple Music. Though this is actually the first time I’ve realized that artists could easily promote their merch on this app, which is pretty cool in my opinion. In fact, in 2016, Spotify teamed up with Merchbar so that they could promote merch on their own Spotify artist page.
Twitch
I just created a twitch account today and I’m already loving it. Who better to check out than the legendary T-Pain! As the top streaming service, its user-friendly interface really helps bring the audience closer to broadcasters.
Right underneath each live stream is free reign for artists to put up personal information and self-promote. Meanwhile, Twitch has also made it extremely easy for users to support their favorite streamers with points/in app purchases, which could honestly count as a stable income.
Found this graph online that might be able to explain the marketing scene on Twitch a little better.
YouTube
Artists with decent YouTube following could easily gain audience interest by streaming. Personally, I think the marketing aspect is more straightforward. I know for a fact when I’m watching YouTube videos I always scroll through description and comments just to find out more about the video. Artists could easily put down links to their merch stores in this section to attract fans. Instagram Instagram has, especially in recent years, made itself into a little online store that targets its audience through algorithms. Most artists include a collection of music streaming apps in a link, and some even incorporate their merchandise shop into their profile. It’s all about how you go about self-promoting, there are countless ways to overcome the challenge that coronavirus has presented.
Instagram has, especially in recent years, made itself into a little online store that targets its audience through algorithms. Most artists include a collection of music streaming apps in a link, and some even incorporate their merchandise shop into their profile. It’s all about how you go about self-promoting, there are countless ways to overcome the challenge that coronavirus has presented.
Friends/Collaborators
Never underestimate the network and connections that you have in the music industry. While it might sound cliche, these are the times when your social network could help put you above your competitors. Reach out to fellow artists, engage in social media outreach and produce creative content for your followers. The Music industry, along with most other businesses, are going through an unpredictable change with no foreseeable certain outcome. If we could overcome the difficulties at present and adapt to challenges thrown at us, then I’m sure one could come out of this quarantine more successful than others.
Quick self-promo plug — We’ve been fortunate enough to pivot into the eCommerce world during quarantine helping brands like Viva La Fete, an online children’s apparel store, move away from their wholesale business and quickly scale their DTC business on Shopify. Since April, we’ve launched 2 other new brands under their portfolio of brands which include Endzone Spirit, a new line producing neck gaiters and dusk masks to overcome the challenges of coronavirus and Wimziy, a customizable children’s apparel brand. With all three brands, we’ve been able to achieve significant results and have been able to produce a ROAS of 9.09 over 3 months. You can check out our case study here.
As of today, the U.S. surpassed 4 million confirmed coronavirus cases. Though most states have moved to phase 4 of reopening, it’s still hard to say when we’ll truly be able to enjoy indoor activities, safely. With uncertainty comes opportunity, most artists and merch companies have fully transitioned their marketing strategy and revenue stream through online platforms such as Twitch, Spotify, YouTube, and Instagram. I do wonder what new rules would be added to concerts once large gatherings as such are approved, by digitizing artist performance (streaming) and merch marketing (via online), what effect would it have on the music industry’s operation post coronavirus?
Originally published at https://www.l1neupdigital.com on July 29, 2020.
