You’ve no doubt heard that the live show is where the money lies in the music industry, especially for indie musicians. However, it’s not a magic cash funnel, and sometimes just playing won’t drive your fans to your merch table. Today indie musicians need to play the marketer, as uncomfortable as it may be. It will be difficult at first to ask your fans to buy, but it will come more naturally with practice.
Step 1 – Greet Them At The Door
I have rarely seen artists do this but the few that do make quite an impression with fans. The best way to get ahead in this business is networking. There is no better place to network than at the door of your show. For many years I ran a monthly GoGirls showcase event in Houston, TX. I had the coolest job, not just booking and promoting it but running the door and merch table too. I met amazing people. But I wasn’t the talent on stage. I was just the girl charging cover or selling merchandise. The ticket holder is there to see you. It would be so unexpected for them to witness you greeting people at the door. It shows you are approachable and way cool. And in return you will see more sales. Cha-ching!
“Most fans have you on a pedestal. If you didn’t know this, better start believing it.”click to tweet
For those who already know it, don’t be a dick about it. Treat your fans with respect and love. Always.
Step 2 – Mention You Have Merch For Sale From The Stage
“The best way to make money at your show is by simply asking people to buy.” click to tweet
I know this one sounds like a no brainer but I hardly see bands telling their audience they have merch for sale. They always tell me they forget to announce it from the stage. Keep in mind that the majority of people at your show are not mind readers so it’s helpful to let them know that not only do you have merch for sale but you’ll be happy to sign a CD or poster for them. The next time you’re on stage, mention you have a merch table with lots of fabulous stuff. The best way to ensure you don’t forget this is to incorporate it right into your set list. It’s super easy to do. When making your set list, pick two spots and mark it as “Merch Reminder” that way you will not forget once you hit the stage.
Step 3 – Bundle Your Merchandise
Fans like things simple. So why not make it easy for them to give you a $20 bill or swipe on your Square (for credit/debit cards) by bundling two things together. I’ve seen bands put together simple bundles that make the deal look too good to pass up. You can offer 2 CDs and a sticker for one low price or maybe a CD and a t-shirt combo. You can easily increase your earnings just by playing it smart with bundling. Get creative and have fun with it.
Try these steps out at your next live show and let us know how it went!