Musician Merchandise in the Age of Digital Music

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dc.contributor.advisorHovanec, Dr. Caroline
dc.contributor.authorNallan, Kaylee
dc.date.accessioned2021-04-29T12:59:25Z
dc.date.available2021-04-29T12:59:25Z
dc.date.issued2021
dc.descriptionRecommended 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.
dc.description.abstractThis 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.en_US
dc.description.sponsorshipThis volume of Q: Journal of Undergraduate Research & Inquiry was produced in Dr. David Reamer's WRI 376. Q is sponsored by the Office of Undergraduate Research and Inquiry and Dr. Eric Freundt.en_US
dc.identifier.citationNallan, Kaylee. “Musician Merchandise in the Age of Digital Music.” Q: Journal of Undergraduate Research & Inquiry, 2021. https://doi.org/10.48497/EZCN-GC51.
dc.identifier.doihttps://doi.org/10.48497/EZCN-GC51
dc.identifier.urihttp://hdl.handle.net/20.500.11868/1666
dc.language.isoen_USen_US
dc.publisherKeyhole Press, The University of Tampaen_US
dc.sourcehttps://utampa.dspacedirect.org/server/api/core/bitstreams/ed981736-1f61-43a5-bb58-f5ae1521dcfe/content?authentication-token=eyJhbGciOiJIUzI1NiJ9.eyJlaWQiOiIwZDMyZGE0Yi1iNGQ2LTQ0MzUtODM5OS1jZDViNTIzYWIwZGUiLCJzZyI6WyI1ODMyNjM1Yy0wNTYwLTQzOTQtYmU5Mi1iNDlkYzllMTg4MDYiLCI1ODMyNjM1Yy0wNTYwLTQzOTQtYmU5Mi1iNDlkYzllMTg4MDYiXSwiYXV0aGVudGljYXRpb25NZXRob2QiOiJsZGFwIiwiZXhwIjoxNzA1NjA3NDE5fQ.pN95Hpy_9Aj3hxncEfE0QWdovE99Ta-mdZ2nmEuebOk
dc.subjectMusicen_US
dc.subjectSalesen_US
dc.subjectMerchandiseen_US
dc.subjectStreamingen_US
dc.titleMusician Merchandise in the Age of Digital Musicen_US
dc.typeArticleen_US

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