Maximizing Profits for Musicians

Continuing the series discussed here. 

Time was, it wasn’t cool for musical artists to talk about business. In fact, “business” was seen as a universal evil, synonymous with selling out, a lack of talent and street cred, and a whole other slew of negative traits nobody wanted associated with their act.

Hip-Hop changed all that.

From P. Diddy to Jay-Z, 50 Cent to Drake, the hip-hop artist-as-mogul is an enviable image; a symbol of power, independence, and savvy. But even if you’re not in the hip-hop scene, remaining willfully ignorant of how your music makes money doesn’t make you a rebel; it just makes you ignorant.

With that in mind, here are some tips to make sure the business side of your artistic career is holding up its end of the bargain.

Make it Easy to Pay You

Not just for your merch table, but for promoters, venues, etc. Take cash, sure. But if you’ve got a smartphone or tablet (I’m assuming you do), getting a card reader of some kind (Square, Paypal, etc.) is super-affordable, and stupidly easy. And that’s not even getting into online pay options, like Paypal¹.

On that note; Venmo

Whether it stays hot or not, Venmo is blowing up right now; probably because it’s super-easy to send money with.  On the west coast, it’s fast becoming a verb; “Venmo me" is in common parlance. Makes sense; once you're set up, sending funds is basically as easy as sending a text. Not only is this a great way to get paid for merch, gigs, etc., but if you let people know that you accept tips via Venmo, you’d be surprised how much extra cash shows up after each concert.

Up Your Merch Game

Really? This again?

Yep.

If it seems like we talk a lot about merch here, it’s because it’s the least-understood revenue stream for indie artists, and one of the most potentially profitable². According to merch inventory/POS tracking platform AtVenu, for 500-1,000 capacity venues, the average merch dollar per-head is $3.65. And while those numbers don’t scale perfectly, if you’ve got 100 people at your show, and you’re not making at least $365, you’ve probably got room for improvement.

Have a big, well-lit, attractive display; Christmas lights are great for this. Have someone at your booth as often as possible – not just after your show. Take care of your merch, and it’ll take care of you.

Live Streaming

Not just for concerts; consider live-streaming the occasional rehearsal. In 2016, Brent Morgan was making over $10k/month streaming acoustic performances from his bedroom.

Streaming is a big thing now. YouTube, Twitch, Facebook; pick a format, and get in on it. If nothing else, it's a great way to reach out to your fans, and make new ones.

Above All, Stay in the Game

For those of us in the business, music isn’t just something we do; it’s a massive part of who we are. It’s not a hobby, or a “creative outlet” – it’s our heart and soul, shared with other people. Nothing stings like seeing another talented artist get out of the game because they’re not making any money.

Spend the time to get your business aspects right, and ironically, you’ll have more time and energy to focus on making music.

Which was always the point.

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1 - This also leaves a legal paper trail, which is more important than people realize. Not only can you show "yeah, this is our usual take from a show," but it makes it harder for the other side to try and pull a fast one. "Of course we paid them their full guarantee, I don't know what they're talking about!" Call people on their BS with evidence.

2 - If I could go back in time, this is what I'd be shoving down my bands' throats. The ones I was in, the ones that I managed; it was absolutely neglected by pretty much all my clients. 

Thinking Outside the Booth: Making Your Merch Stand Out in a Crowd

Continuing the series discussed here. And paying tribute to some of the coolest stuff that I saw in my time in the industry, and a few things I wish I had.

You’ve got the standards. Your t-shirts are dope, your hoodies sell out, and you’ve even got buttons, stickers, and maybe some extra wearables at your booth. There’s no denying it; your merch game is solid.

But you want more.

Never fear, my friend; there’s a lot more to the world of Artist merchendise than we’ve covered¹. Unique merch can become a conversation starter between your fans and their friends — or as we like to think of them, your future fans — as well as an avenue for the die-hard fan who already has all your stuff to keep supporting you.

It’s gonna get a little weird; let’s not waste any time.

Jewelry

Okay, this isn’t that weird. Even so, there aren't a ton of options readily available; you're going to have to get creative.

Dog Tags

For rappers, metal bands, or anybody with a song referencing soldiers, warriors, etc., custom dog tags are absolutely money. Oriental Trading Company has some good stuff for cheap, letting you put text on red, black, and other colored dog tags without ordering a ton at once. These are perfect if you’ve got a lyric that works in the format. Not always a huge seller, but distinctive and fun.

Custom Necklaces

So, this is likely to be limited-run, high-cost, custom work. But, if you’ve got a fanbase that is:

• Big enough to support the run 
• Dedicated enough to purchase high-ticket items…
• …and actually able to afford them

Then these can be your golden ticket. If you don’t know anybody who does custom work, your best bet is finding someone on Etsy whose work you like, and talking to them about doing some custom pieces for your band. This can work well for all involved, and has the added benefit of getting you in contact with an artist who can make other types of jewelry, such as earrings, for you. It'll be expensive, but if you've got a market there, it's a fun, unique opportunity.

Gauges/Plugs

This is another custom item that is either a goldmine or a trap, depending on your audience. But if plugs and tunnels outnumber standard piercings or unpierced ears in your audience, they just might go nuts over these. It’s difficult to find custom plugs, but DHGate has a couple offerings, and Google is ever your friend in these endeavors. And it's a hell of an endorsement, and awesome publicity. If you've got a circular logo, this can be a home run.

Busted Stuff

No lie. If you break something during the course of your performances, don’t just throw it away – autograph it, and set it at your merch table. Drumheads are the classic here, but the point is to turn garbage into collectables; feel free to get creative.

Grown-Up Stuff for Grown-Ups

We’re all adults here; and those of us who aren’t probably want this stuff more.

Shot Glasses

A classic. Don’t neglect mugs and water bottles, but Shot (and pint) glasses tend to sell much better.

Lighters

Inkhead has some great stuff here – from disposable “gas station specials” to Zippos, flameless and electronic lighters; you can get some great designs on these little guys, and it always pays when someone asks about your fans’ cool lighter. Plus, it encourages fans to bust out the lighters during your ballads.

Other Stuff

We’ve seen all kinds of things over the years; from incense burners, to underwear of various sorts, to (ahem) “adult toys,” the sky’s the limit. Just make sure it’s something your fans will actually buy – nobody wants a box of unsold, branded adult paraphernalia sitting in their garage².

Bespoke Merch

Tailor things to your own work. Have a song about a nasty breakup? See if you can get a custom tissue box. Spit bars about the flask in your jacket? Get some custom ones made. The only limit is your creativity, and what you can get produced, but if you make something that ties into your music, it'll sell a lot better than generic item #32.

Make it Yours

Bottom line, if you offer something unique, interesting, and unusual, it's more than just another option for your hardcore fans to support you; it's a source of word-of-mouth buzz when you're not around. Any of these should be more than enough to make your merch stand out.

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1 - Somehow.

2 - True story: I used to play D&D with a punk bassist, who had a crate of panties with his band's logo on them, as well as some more... creative merch. It was funny, but it was a hell of a cash sink for the poor band.

Getting Started With Merch — Step Three: All The Best to All The Rest

Continuing the series discussed here. Part One is here, part two is here.

We’re still droning on 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?

This guide aims to make monetizing your band a painless process. We’ve talked about your music, and basic wearables; and while those are the meat-and-potatoes of your merch table (or vegan soy jerky, if that’s your jam), you also want to look at different items — especially lower-cost offerings. Bottom line,  if you’re not selling these items, you’re probably selling yourself short. 

Let’s dive into the wonderful world of random swag, shall we?

Other Wearables

So! You’ve got a couple t-shirts, maybe a hoodie or two. Awesome.

But there are so many other body parts that aren’t covered in your gear. And that simply won’t do.

Hats

If video games have taught us one thing, it's that people love buying hats.

Jokes aside, there’s a gold mine of opportunity here, so long as you tailor it to your crowd. Beanie hats are always a good idea — more so if you’re someplace with cold winters, but good either way — and bandannas with your logo have countless uses, and make a nice impulse purchase. Take a look at your audience, and take notes. See a lot of snapback trucker hats? Get one with your logo on it, and watch your fans go nuts.

Sweatbands

Don’t laugh – these can be money, if you know your audience. First off, there’s the classic wrist “sweatband” style, beloved by 80’s workout aficionados, as well as drummers who hate dropping their sticks mid-song, and anyone else whose wrists are either cold or sweaty. These can be cheap, fun, and you can also get headbands while you’re at it. Depending on the style of your scene, this is either a license to print money, or a waste of it – so do your research and pay attention. But if it works for you, it’s a solid revenue stream.

Also, don’t sleep on headbands – they’re not just “Sweatin’ to the Oldies” style (though you can certainly get those too); modern polar fleece headbands are super-popular in cold-weather climates, and in certain segments of the post-hardcore scene. Either way, they’re ridiculously cheap if bought in bulk, and make a nice, unique touch for your fans.

Wristbands

Not to be confused with the above, modern wristbands — think those “Livestrong” or “WWJD” bracelets — are stupidly cheap to produce, and can go with pretty much any outfit. Drop a small version of your logo, and band name or lyric on one, and you’re good to go. 

Classic Add-Ons

If you don’t have these, get some, full stop, no excuses.

Stickers

Inexpensive for you and your fans, easy free advertising – they’re a classic for a reason. Sell’em for a buck, give’em away with CDs – it’s all good.

Buttons

Inexpensive for you and your fans, easy free advertising – they’re a classic for a reason. If you’ve got crafty friends, or cash to drop up-front, you can also buy your own button maker, and proceed to make money hand-over-fist.

Posters

Super cheap to make, easy to autograph; a staple for a reason. If you tour, do a new one for each tour; suddenly, you’ve got collectibles.

Good to Go

With these staples in place, you can set up your merch table with confidence, knowing that you’ve got at least something for every fan.

Getting Started With Merch — Step Two: Wearables

Continuing the series discussed here. Part One is here.

If it seems like we're a broken record with our discussion of merch, that's not an accident; 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?

This guide aims to make monetizing your band a painless process. Today, we’re going to talk about wearables – t-shirts, hoodies, and other gear for the human form. Getting started can be daunting, but never fear: we’ve already made the mistakes (and talked to those who have), so you won’t have to.

Starting With Nothing, Working With Designers

First of all, starting with your logo is probably the way to go. If you don’t have a logo, or any other existing designs, you can usually get someone to make one for you on the cheap. Friends, family members, art students at the local university — odds are, you already know somebody who can:

·         Make you a killer design, and

·         Do it way more affordably than hiring a graphic design firm, professional graffiti artist, etc.

·         Will generate a bunch of hype for you, by telling all of their friends and family about the awesome band/emcee/DJ they’re making sweet art for

At the indie level, it’s all about relationships. Don’t abuse them by trying to take advantage of people — but as an indie artist, even though you’re not as established as a chart-topping mainstream star, you’re still a professional, and you still get paid for your work. Treat artists the same way, and you’ll both blow up together. Be respectful, and pay them for their work. 

Once you’ve got a design (or several), it’s time to put it on some wearables.

T-Shirts

The classic. You’ve seen them, you probably have a couple, and you know you need at least one for your merch stand. Let’s dive in.

The iconic black music t-shirt is a classic for a reason; most people can find room for a black t-shirt in their wardrobe, and they’re pretty easy to manufacture, and most designs look pretty fly on black, as opposed to other colors.

Having said that, don’t write-off the idea of having multiple designs just yet. If you’ve got some cool art that didn’t make it into the album, or a proposed logo that you didn’t like as much as the final product, here’s a great place to use them. Fans LOVE t-shirts; if you give them the option to buy different designs, many will.

However you go, you can often get shirts that feel better and cost less if you go with a lighter shirt, something in the 5.3-5.6 oz. range.

Hoodies

Another standby, especially if you live somewhere cold. Zipper hoodies are the standard, but cost a little more to produce than pullovers. Having said that, it’s best not to rock the boat when starting out; get a black zipper hoodie with your logo on it (front or back), and your fans’ll buy them.

Simple is Good

Lastly, don’t overdo it. Merch options are good, but when starting out, a lot of artists waste money on a variety of unpopular designs. Start with a few solid offerings, and slowly build up your options; soon enough, you’ll basically be a clothing line unto yourself.

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.