Crash Course: Merchandising
Reviewed by Christopher Coletti, Fri., March 14, 2003
Crash Course: MerchandisingAustin Convention Center, Wednesday, March 12 If you only need a few T-shirts for friends and family, go see a printer. If you're ready to merch -- network, brand your name to thousands of accessories -- then Felix Sebacious, president of Blue Grape Merchandise, is your man. Sebacious has the keys to putting that bling and ching in your pocket. First, trademarking is key. Lock down your name, logo, symbol, likeness, and any other aesthetics that embody you, your band, your music. Not later, now, even before you make it "big." Next, begin branding all the appropriate apparel -- from action figures to pink panties. Sebacious' strategy lies in knowing just what your fans want. "It's all in keeping the integrity of the band, and not every item will be appropriate for every band." The Strokes wanted die-cut magnets for their nonsquare sound, while Mudvayne introduced the hospital scrubs, and Slipknot banked with specially made coveralls. In order to maximize the market, you must have an item for every spending limit. Once you have this locked down, you're ready to strategize, calculate, and peddle to potential buyers, especially the exciting, newly added world of e-commerce. And remember, it's no longer about $2-per-head at shows; it's about repeat customers, online contests, and global distribution. Now sit back and count the multitudes of monetary rolling in, while also protecting your trademark from bootleggers worldwide. Sebacious sums it up: "It's easy to think about merchandising as being at a show, beer in one hand, girlfriend in other, and the happiness of buying a souvenir, just to say, 'Hey I was there.' But the whole purpose of merchandising is to maximize profit, and there's a huge network of retail stores, tours, though not every item makes sense."
SEE OUR COMPLETE SXSW 2013 COVERAGE
More Music Reviews
Gold Boots Glitter
Luke Winkie, Fri., May 24, 2013
Gulf Coast Museum
Margaret Moser, Fri., May 24, 2013
The Low Highway
Jim Caligiuri, Fri., May 24, 2013
Abby Johnston, Fri., May 24, 2013
Doug Freeman, Fri., May 24, 2013
More by Christopher Coletti
Film Review Misses Mark Please make a note not to print any more movie reviews of big action movies by Kimberley Jones. She gets ...
What's the Big Deal? I'm baffled by this obsession with Mueller. I drove through it out of curiosity and it's a suburban nightmare that ...
No Mystery in School Bond Failures How out of touch has the Chronicle become with the voting populace of this city? From the article “Bonds: Death ...
Program Is Vital Resource I am responding to your article on ACCESS News, the program by and for the deaf and hard-of-hearing community. The ...
Finding Rail Route Complicated Michael King, in “The Reading Railroad”, while making valuable points, seems to state that finding an initial route for urban ...
- Follow us@AustinChronicle