Will Drake's Personalized Tour Jackets Revolutionize Concert Merchandise?
Concert merchandise continues to be a huge sales opportunity for musicians. With the enduring (and always growing) popularity of the graphic tee, everyone wants to show off their musical tastes with trendy concert merchandise. So, it's on the artists to create concert merchandise that both conveys their branding and stands out from other artists' offerings. We think Drake's latest tour jacket is so good, it might just revolutionize concert merchandise.
How? In support of his upcoming tour to promote his hugely successful "Scorpion" album, the singer gave fans the chance to personalize the Scorpion tour jackets. The back of the jacket was pretty simple. It had the name of the tour, and "Tour Twenty Eighteen by Drake" on the back. But the front left chest area read "Scorpion Executive Produced By" under which fans could put any name they wanted through his online shop.
The jacket sold out in a matter of days, even with the $150 price tag. Drake is no stranger to promotional apparel. Last year, he created band uniforms with eye-catching embroidery. And before that, he launched a pop-up merchandise shop that was a huge hit. But this tour merchandise? It's a whole new ballgame, and promotional apparel suppliers and distributors need to pay attention.
Musicians hitting the road might want to get in on the personalized action. If fans are willing to pay $150 for this premium, it's a huge business opportunity for everyone. It doesn't have to be jackets, either. T-shirts are a more entry-level option that still gives fans the chance to show off their exclusive merchandise, and it's a more affordable price point.
We're excited to see what other tour merchandise Drake has in store for his fans.