Last week I was one of the fortunate who had an opportunity
to be present for one of the eight highly anticipated and well publicized Jay-Z
concerts at the new Barclays Center.
First, let me say the moment was truly historic and magical for everyone
in attendance to know that we were in the middle of a once-in-a lifetime
experience. Of course, Jay Z has
performed before and will perform again, but not like this. So how would concertgoers commemorate the
occasion and freeze this wonderful moment in time? By purchasing as much merchandise as possible
from the Barclay center merchandise store.
It was highly recommended that we make our purchases prior to the
beginning of the show because waiting until after would result in extremely
long lines and ultimately the worst fate of all, going home empty-handed. It was interesting to me that for such a
wonderfully architected, state of the art building, concertgoers were still
expected to stand in line to secure the much-desired commemorative items
marking this significant event.
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| Source: www.merchdoneright.com |
In this advanced digital age, why hasn’t the merchandise
industry kept up? If fans are able to
obtain music and video content of their favorite artists from digital sources,
we have to wonder why the merchandising segment has not advanced offerings and
availability. An article that I read
recently regarding Modernizing the
Merchandise Madness on Hybebot,
suggests that artists expand merchandise distribution to include digital
elements, which could not only improve fan experience, but also increase
earning potential. In the case of the
Jay Z concert, imagine the possibility of being able to place an order using an
iPhone or Android or other device available at the seats. Additionally the article suggests that rather
than taking the merchandise home from the venue, it could be delivered later to
the concertgoers’ home. In my case, that
would have been ideal, because I don’t live in NY, so I had to travel home to
Atlanta with my newly obtained swag. There
is also the possibility of packaging something tangible with a digital item as
an option, which would help revolutionize the way the business currently views
and handles merchandise.
The article directs readers’ attention to a new company
called Merluv.com that proposes that
it can revolutionize the way artists distribute merchandise to their fans
through the use of music streaming services, sites and applications. With so much revenue to be gained in the
merchandising market, it is one that cannot be neglected by artists, since it
can make a significant difference in what an artist makes financially and how
they reach out and make that connection with their fans. When we have those special moments of
connection with our favorite artists, we want a way to hold that moment in
time. It’s important to make sure its
done in a way that makes the best of that moment.
These are just my thoughts, but I would really love to hear
yours. Until then do you and creatively
mind your business.
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