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3 ways Failure by Design Records use merch to reach new audiences.

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It’s no secret that custom merch has become a solid source of revenue for bands and record labels, however used in the right way, it also offers up an opportunity to reach new audiences. With loyal fans sporting your logo, album title or cover artwork in front of potentially thousands of people on a daily basis, merch becomes a walking billboard for your brand.

Independent record label, Failure by Design Records (or FBD as it’s known online) have been taking advantage of this over their 4 years of existence, using custom merch to promote both themselves and the bands they work with.

We spoke to Connor Laws of FBD to highlight 3 ways they’ve used custom merchandise to reach new audiences and create additional revenue.

Don’t be scared of freebies

It’s true, giving away a freebie might not give you an immediate return on investment, but getting your message/brand in front of the right people can prove extremely valuable in the long run.

“We’ve given away merch to friends of the label and the bands, as they’re going to rep you the hardest. We want people to be as stoked as we are on the merch designs, so if we can get the design out on tour or to people who are going to talk about the label and design online, then we’ll make sure we can fill that audience.“

Failure by Design Records, Merchandise, merch

Create bundles and exclusive deals

Bundles are an awesome way to offer something exclusive for your ‘super fans’. These are the people who are looking for something a little bit different, and are willing to invest money for something that not everyone can get their hands on.

“Bundles are fun because they usually have an exclusive item contained within them, in our case that’s usually a t-shirt. It gives the customer something that once the record is out you might not be able to purchase on its own. We’ve not done enough bundles to effectively say if they’re as popular than a single item, but every time we’ve launched a pre-order bundle we tend to see bundle sales going overseas more than in the UK.”

Do something different

Although t-shirts, totes and badges are quite rightly staples on the merch stand, it’s important to think outside the badge. Is there something a little bit different that will appeal to your target audience and help to tell your story or showcase your personality?

“We just wanted to have another creative outlet to help show off the personality of the label and also to showcase some of our great friends and what they’re doing. The reaction was great, we wanted to just put them in any orders from our web store but people started wanting to purchase the zine itself. We will definitely be making another zine in the future.”

If you’re feeling inspired to up your merch game, then here are just a few of our most popular products for bands.

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