Sep. 10, 2008 - Issue #673: Sex in the City 2008

The stuff of music

Musician's Survival Guide Part II: band merchandise

Musical artists have had a visual identity since the dawn of rock, and they’ve lent their lustre to fans ever since, through T-shirts, record bags, posters, badges, underpants, comics and even jewelry. The DIY music era encompassed merch, with artists commissioning or making stuff for audiences themselves. In the absence of traditional industry money-making, merch became an important source of funds, and a visual secret handshake.
 

Why bother with merch? With rampant digital song-swapping, it’s wise to offer something else people can buy to support you. Merch helps build a band presence and identity in your community and beyond, and stellar merch can snag the attention of tastemakers and bring your music to new ears. The most simple pro-merch argument: it’s a way to further connect with people who like your music. 
 

What should we sell? Go handmade or reproduce something professionally—your options are determined by how crafty you are, how polished you want it (be deliberately imperfect if it fits your aesthetic), what you can afford and what you want to offer. Be creative and brainstorm everything you can think of, and look at other bands’ stuff for ideas. T-shirts and hoodies are perennial favourites. Use a quality brand that has a good fit and is comfortable (American Apparel is popular). Or hunt down second-hand clothing and screen overtop, like vintage denim jackets. Get an assortment of sizes. Invest in a stamp of your logo (stampexpress.com) and stamp weird little second-hand knickknacks. Silkscreen or embroider tube socks, aprons, arm or leg-warmers. Research the local reproduction and printing services and price out what they offer—stickers and matchbooks with your website on them are good and relatively cheap giveaways. A pin-making machine is available online for about $100 (eBay) and is a good investment. 

 

But we’re not artists! Haunt local galleries and student art and design shows and approach artists you admire—a great cultural scene is interdisciplinary. Teach yourself how to knit or check out SNAP’s Open Studio sessions for inexpensive access to printmaking equipment and knowledge from their technicians.
 

How do we run the table? Old suitcases become instant display cases when they open—pin merchandise to the inside. Little containers keep stuff like stickers or badges tidy and accessible. Keep merch organized by style and size and have a price list tacked up, or price things individually on masking tape. Keep a little kit that has twist ties, clothes and safety pins, tacks, masking tape and markers in it so you can adapt your table to any venue. Use a little ledger book to keep track of what you sell. (List everything in advance so it’s a matter of adding a checkmark.) Keep a float with change and put a notebook and pen out to collect peoples’ email addresses. While you play, let the audience know you’ll be at the merch table after your set and invite them to come say hi. Staff the table with your most gregarious members or your street team—and don’t always stick your romantic partner with table duty. Make arrangements with the other bands to babysit each other’s stuff during your respective sets.

Random best merch: low’s hand-stitched pillowcases, Sunparlor Player’s homemade mustards and preserves, Locust’s belt buckles and coke mirrors, The Neins’ wristbands, KISS coffins. V 

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