A recent article on New Driven on How To Find Success For An Independent Band contained a couple quotes from me, but I was more interested in another comment in the article, “Armstrong’s eyes rolled. He knows how hard it is to get an audience to buy merchandise from any independent artist. Even if they leave a show uplifted by the music, they often will withhold buying product.”
Don’t let the fact that you are a independent artist be any reason as to why you are not selling merchandise. I have attended MANY shows in my life and not once has the fact that they are a indie band influenced me in not buying. Actually it has been the opposite, knowing they are indie has made me want to support them. What has influenced me?
- Did I like the music.
- Do they have great merchandise and a selection of more than one shirt.
- Did the band connect with me on stage.
- And after one of the above, do you take credit cards.
I have had bands do one of the above and I bought something, just to support them. I have bought CDs when I already had the digital download. Bought a shirt I only wore once or twice.
If the audience is not buying your merchandise I think you have to give a honest look at why they aren’t buying… does the merchandise suck? A logo on a black shirt is not exciting. If you were at another band’s show and they were selling the items you had would you buy them? Are you great on stage… not good, but great? A good band is not going to get nearly the same amount of support, a great band excites you to connect with them. It could also be as simple as you don’t tell the audience you have merchandise and to come meet you at the stand immediately after the show. More bands don’t mention the merchandise stand than those that do. If you do mention you have merchandise at the beginning of the show, do it again at the end… make sure they remember.
Make sure you sell to your fans, it is your show… sell. You have one chance that night, get out in the audience and meet the fans. Before the show and after the show. Don’t blame your status as a indie act as why people aren’t buying.
Great article. Artist-fan connection is SO important.
I recently did tour management for an artist and I had to remind him to mention he had physical CDs for sale. Whenever he did sales were great but always mentioned iTunes only.
How do you feel about selling digital download cards as merchandise?
I think download cards are great. Your cost is much less than a CD so you stand to make more money if you can sell them. Or you can giveaway a download card if you buy a t-shirt.