FOR RECORDING ARTISTS
While we love your music, we can’t buy it anymore. Most of us go to shows and don’t plan on going shopping. We save our money for the things we need and the things we love. Let’s face it, a merch t-shirt is not the latest fashion coming from the runway, in stores or on Instagram. What are you wearing on stage? Fans are taking photographs of you and sharing them on social media. Even the biggest rock stars aren’t selling their own wardrobes and we started wondering why.
Regardless of how many fans you have, retail stores do not have thousands of people walking through doors each night. Stores do not have screaming fans lining up outside their windows. You do, but your t-shirts don’t do anything for us. When we go shopping we take dozens of items into a dressing room and then have to decide what items to put back.
Let us let you in on a little secret. Fashion is the money making business to be in, not entertainment merchandise. In 2016 Taylor Swift’s 1989 Tour generated approximately $20 Million in merch sales. That same year Jessica Simpson’s fashion line generated $1 Billion in retail sales. Add in her album and ticket sales of approximately $200 Million and Taylor still did not generate as much money as the has-been pop star.
People need to get dressed 365 days per year. That gives us a lot of time to create and sell more things to the same customer over and over.
You have one album that took you all year to record and the tech companies are giving it away Music for free. If you go on tour you can sell 1 ticket to one person in a limited number of cities per year. But then what? You start building up a fan base after they already bought your product (a song, an album, ticket, souvenir) but what is the next thing your “customer” can buy if you won’t release another album for two years?
You are out there collecting fans not customers. Meanwhile independent brands and designers are spending a fortune trying to market their fashion brands which are a hell of a lot better than generic screen printed merchandise.
Most companies are looking for social media influencers who already have a following but we think sharing one business with everyone who is just getting started is a much more innovative route to go. We can cut out all of the noise from social media, music streaming and online shopping if all the cool kids start doing something new. When I started this Band / Brand concept YouTube didn’t exist and MySpace was just starting.
Welcome to Modern Material. The only way to get in is to know somebody so start spreading the word.