Have you ever run into a band that is totally against the digital revolution?
No iTunes, no email list, no online merch, those are the kind of bands I’m referring to. For some it may work(?) but as expected they appear less and less, especially when faced with this type of news:
U.S. online retail spending reached a record-breaking $43.4 billion in the fourth quarter.
In 2010, holiday spending online was bolstered by the first ever billion-dollar day on record, and others surpassing $900 million. The strong growth rates are a huge swing from two years ago when fourth-quarter sales fell by three percent.
…84 percent of U.S. Internet users conducted an online transaction in the period, up from 78 percent last year. (WSJ)
That means that people are COMFORTABLE with spending money online these days. I realize that for most of our readers this is obvious. Yet many bands have small imaginations when it comes to the online shopping experience that they can give their fans.
Look beyond the tshirt; Photo books, novelty clothing, anything that is unique to your audience group can be used as inspiration for new merch. Make it small run, limited edition and give your core fans more exclusivity and cool reasons (via awesome merch) to be your fan.
ALSO REMEMBER: MERCH CAN BE DIY