Study: Merchandising and Branding Are Irrelevant to Most Artists

There’s more opportunity than ever ― in the history of the world ― for artists to sell merchandise and monetize their brands. The only problem is that very few artists are making any money from these non-traditional sources. Or, even pursuing the possibilities.

This was a slide presented at Midem on Monday by the Future of Music Coalition. It’s the result of 18 months of surveying musicians across the US, with nearly 5,400 participating in exhaustive, time-consuming questionaires.

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