Getting Started With Merch — Step One: Your Music

Continuing the series discussed here.

We talk a lot about merchandise here, and for good reason; it’s an integral part of how modern artists get paid. A lot of these articles assume that you’ve already got some merch, and you want to make it better. That’s all well and good, but what about artists who are just getting started with merch?

Bottom line; you’re a musician. People have come to hear you perform your music, and you owe it to them — and yourself — to make it easy for them to not only listen to it later, but for you to make some cash off the deal.

In the modern era, people tend to buy music in three ways:

1. CDs
2. Vinyl
3. Downloads

Let's break it down.

Compact Discs

Of these three, CDs are still your best bet¹. Even if your fans take them home, drop them in the computer, and immediately turn them into .mp3s, people like the tangibility of buying something that they can take home. Additionally, they’re super-easy to sign (if you’re not autographing stuff for free at your table, you’re either missing out, or playing stadiums), and still portable enough to fit in a purse or pocket.

When it comes to getting your CDs, Cravedog and Discmakers are the industry standards², but there’s a ton of options available.

Vinyl Records

Having said that, don’t sleep on vinyl; it sounds great, it's got value as a collectible, and if you’ve got a hip(ster), millennial audience, odds are they’ve got some nice turntables among their ranks. If you can move vinyl, it’s a great way to get your band noticed – when somebody puts your record on at a party, it’s an event. That’s great publicity; anytime you can get people buzzing about you when you’re not presentis a win. Vinyl’s usually less profitable than CDs or downloads, but the people who use it tend to love it.

Gotta Groove Records, based out of Cleveland OH³, is our favorite, but again; Google is your friend. Find something you’re happy with.

Digital Downloads

“But wait,” you say, “how am I gonna sell digital goods at my merch table?” A fine question, my friend.

Here’s how.

Step One: Set up Your Downloads

If you haven’t already done so, set up your music store of choice. Soundcloud, iTunes, Bandcamp, Google Play Music – pick one. Or, if you’re using several (which you really should), pick your favorite — ideally the one with the highest profit margin for you, and the lowest price for your fans.

Step Two: Get a QR code

There’s a ton of free QR code generators online; pick one, and generate a link to your storefront of choice. Now, people can buy your music on their phones while standing in line to buy a t-shirt. Done.

Step Three (optional): Get Fancy with your QR Code

There are a couple ways to do this: individual strips (that you can autograph), a banner at your merch table, or just a cool concert poster with the QR code incorporated into the design. Printing out a setlist with the QR code for your night's concert is cheap, and provides a unique, autographable tangible artifact to go with your download.

Your Fans Want to Buy Your Music

At the end of the day, your fans are looking for ways to support you, and if they're your fans, they probably like your music. That means they'll want to buy it, so they can listen to it. Simple, right? Make it easy, make it fun, and it’ll make you money.

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1 - It's worth noting that CD duplication was one of the services my former employers had monetized. That said, I don't feel like this is disingenuous; tangibility matters.

2 - No pitch here, these are the old standbys. Also, Google is your friend.

3 - As long as you live in the continental US.