Musician Merchandise in the Age of Digital Music
Date
2021
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Keyhole Press, The University of Tampa
Abstract
This research acknowledges the shift in music sales
from physical CDs and records to online digital streaming
that resulted in a loss of sales for musicians. Merchandise has
become a lucrative option for musicians to replace revenue lost
from physical music sales. This paper asks if it is necessary for
musicians to act as entrepreneurs in order to be successful in
the modern music industry, with an emphasis on merchandise.
To answer this question, the paper analyzes what merchandise
is; how it is sold, such as pop-up shops and online distributors;
merchandise’s appeal to fans; revenue generated from
merchandise; issues with merchandise; and successful artists who
have used the entrepreneurial method of selling merchandise to
increase success and popularity. This paper shows that our culture
is used to thinking of musicians as artists who are separate from
the world of business. However, in the age of digital streaming,
social media, and merchandise pop-up shops, musicians must
now be entrepreneurs as well, if they are going to be successful.
When musicians adapt to the model of entrepreneurship for
musical success, they can effectively create a brand for themselves,
connect and expand fan bases, and use merchandise bundling
techniques to help with charting success. This essay was written in
Dr. Hovanec’s AWR 201 class.
Description
Recommended citation: Nallan, Kaylee. “Musician Merchandise in the Age of Digital Music.” Q: Journal of Undergraduate Research & Inquiry, 2021. https://doi.org/10.48497/EZCN-GC51.
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Keywords
Music, Sales, Merchandise, Streaming
Citation
Nallan, Kaylee. “Musician Merchandise in the Age of Digital Music.” Q: Journal of Undergraduate Research & Inquiry, 2021. https://doi.org/10.48497/EZCN-GC51.