Interjections One. Portable, Sharable, Remixable Ideas. attentionindustry.com

1. interjections one [1]:
tour merchandise as capsule collection
Most tour merch is crap. Due to the costs of producing and arranging the rights to sell it, it’s generally overpriced
crap, as well. But it’s an essential part of the money-making engine for many touring bands, especially those paying
to support a larger act, and depending on LP and clothing sales to make up the difference.
The problem is, for many larger acts, the merchandise maintains the same quality level, and is only valuable as a
souvenir, not as an independent product.
Allow me to propose a potential solution.
attentionindustry

2. interjections one [2]:
concept
Re-imagine tour merchandise, specifically clothing and accessories, as a mid-range capsule collection. Collaborate
with a known, but up and coming designer, and combine the aesthetic of the artist / record, and the designer, in a
collection that will be available online, showcased in a few select stores, and be limited in number.
Fashion is inherently connected to music. High profile artists often collaborate with hugely influential designers to
develop their tour wardrobe; examples include Usher working with Viktor + Rolf, and Madonna working with
DSquared. Similarly, certain bands or records have an aesthetic of their own (The Libertines come to mind).
Capsule collections have proven hugely successful as both a branding and moneymaking exercise, especially for
fast-fashion retailer H+M. Partnering with designers such as Stella McCartney, and Rei Kawakubo, everyone’s
interests are served – high-end designers get a chance to go mass market, broaden their audience, and increase
attention, while H+M gets even more bodies into the store, a ton of press, and the cachet of being associated with
the brands their customers lust for.
attentionindustry

3. interjections one [3]:
positioning
Musicians are supposed to be tastemakers. Building something that fans can wear that furthers the association,
without covering the supporter in logos, allows the feeling and inspiration of the album to transfer into something that
only makes sense in atoms – an embodiment of the music that can’t be pirated. Similar to the high-end versions of
Ghosts I – IV offered online by Nine Inch Nails, but another degree of separation, it’s a means of monetizing the
album / tour process while accepting that purchasing is now a form of signifier.
Beyond reinforcing the artist and tastemaker perception, a limited capsule collection is a statement of value. Limited
availability is reinforcement of the idea that association with the artist, and the brand, is more privilege than right. A
limited capsule collection, as observed in the H+M example, rewards a certain level of obsession. Making something
unique, and letting people discover it, build a connection with it, extends the experience of an artist or record beyond
listening, beyond the show, and into a lengthy interaction with the clothing or accessories. That lasting association
reinforces the connection with the artist, between records and tours.
attentionindustry

4. interjections one [4]:
implementation
[Media]
Promotion throughout the creative process, including blog posts and videos from both the artist and the designer,
reinforce the meaning of the collection – the inspiration, the collaboration – and help to build interest in fans /
consumers. Most advertising could be internal, on the band website, mentioned during tour announcements and
during interviews, but generally the budget for advertising would be limited. Looking to be perceived as exclusive
doesn’t mesh well with a traditional mass media campaign.
I’ll admit bias, but this concept would work best with a focus on social media and PR for promotion.
[Distribution]
While distribution online and at concert venues is the most intuitive option, there’s great value in adapting the Pop-
Up Store model to the time constraints of the tour. A focused, co-branded outlet opening up in cities for a week at a
time, in a location that is treated as an open secret, sent to ticket holders, subscribers to mailing lists, etc, but not
publically advertised. In addition to sales online, this would add to the perceived adventure and exclusivity.
An online buying option would reduce the chance of interested parties feeling left out, but for more popular artists
would make exclusivity less than likely, at a mid-range price point. This would need to be determined on a case-by-
case basis.
attentionindustry

5. interjections one [5]:
outcomes and conclusions
[Unintended Consequences]
•
Capsule Collection may skyrockets in value on eBay
•
Clothing line as an independent brand / business may become a possibility
•
Artist may receive increased coverage in fashion / industry media
•
Artist and Designer risk accusations of selling out
•
Audience may not react favourably to more fashion-focused tour merchandise
•
May force further promotional obligations on Artist (Pop-Up Store visits, &c)
[Endnotes]
Beyond looking for critiques on this idea, I’m also interested in critiques on the admittedly low-complexity formatting.
‘interjections one’, intended to be the first in a series, was made using a mixture of Keynote and Word for Mac 2008,
and inspired by a post on attentionindustry.com.
Arguments, insults, suggestions, expansions, remixes, and desecrations are all welcome, assuming they abide by the
conditions of the Creative Commons Attribution-Share Alike 2.5 Canada License applied to the preceding work.
Jon Crowley // attentionindustry.com // joncrowley@gmail.com // @joncrowley
attentionindustry