Bieber Dolls and Bob Marley Bibs: Maximizing Artist Merch Value

Artists are constantly reminded that they need to find new ways to make money. Album sales don’t cut it anymore. I’m all for musicians to start thinking like entrepreneurs and marketers. Billboard’s 13 Hot Pop Holiday Gifts highlights how artists can create ancillary products. Some acts do this well, and some are missing the mark.

Read on for the right and wrong ways to launch a supplemental product.

The main focus of any musician’s campaign is, “How do I add value to my brand?” Making money is a good objective, but focusing solely on that aspect can derail the process. By adding value to your own personal brand, you’re bolstering your product, which opens up more opportunities down the road.

For example, look at these Justin Bieber dolls.

Once you’re done laughing, puking, or buying one, think about Bieber’s core audience. These dolls nail the young girl demographic. It stays in line with the rest of his image. If Justin can score kisses from Katy Perry and Rihanna, who says he can’t do the same with Barbie?

California noise pop act Wavves sells weed grinders at their shows. The product stays consistent with the band’s image and may add value to their live performances!

Beats by Dr. Dre headphones add value to his brand and music. With Beats, the bass sounds thunderous on The Last Episode. Plus, he ties it in with things that make sense: Beats are flashed in tons of other music videos.

Now, let’s look at products that don’t work. These don’t add value to the brand or music.

This Lady Gaga Christmas ornament isn’t anything special. It’s a fairly generic tree design that doesn’t reflect the outrageousness of Gaga. It simply puts her name on it.

And why are there Bob Marley bibs? I fail to see how this connects to anyone on a meaningful level.

Products like this seem cheap and gimmicky. They can make a fan feel like a band is trying to make a fast grab at their wallet. Would you want to make any fan feel like they’re being hustled?

It reminds me of my university’s Big Orange Screw. Students are constantly being hit by tuition hikes, classes that don’t transfer, expensive parking tickets, and costly textbook prices. I had a wonderful experience at the University of Tennessee, but it had little to do with the administration’s efforts.

When translated into a music industry context, how can a band enjoy success if it puts out products that trample over its fans?

Don’t give your fans another hurdle to jump over in order to support you. Instead, get to know your fan base. Find out what they like and offer something that stays consistent with your identity.