DJ Shadow on Merchandising on the road

Last part (4 of 4) on Hypebot that we've followed, as a member of Shadow's team, Michael Fiebach, gives a master class on music marketing and  promotion. See the first part on the MiiM Dailies here.

This last part looks at the merchandising that they've made for this tour and gives a best practice guide. It's gold!

I love the fact that he points out that merch is pointless if you're band is whack - no-one will buy it! - and that a genius yet utterly obvious idea is to have bags! People will buy more and can check it to pick up after the show. So simple but almost never done.

This sums up the basics of the merchandising approach.  Care, attention, and quality are the most important things, and as with ALL of the topics I am discussing, if the music isn't good, and isn't commercially viable, then none of this matters.  So upcoming bands: perfect the music before you dive into this wonderful world of Direct To Fan mania. 

Read the piece here.