Traditionally, merchandise is used as a form of promotion for a song, an album, the subsequent tour. Sure, this is a great marketing technique to share your name, image and brand as an artist with the world, but is it the best way to connect with existing fans? For most music fans the connection to an artist runs deeper than surface level. They do not always want to walk around with an image of their favourite singer plastered across their T-shirt, their face and image isn’t the sole reason they became a fan. The admiration often begins because of the music they make, the songs they write and the values they stand for.

Fans make connections between their own life and the artist’s music, linking songs to personal memories and relationships. They look to buy pieces that symbolise and reflect that meaning. Something with lyrics from a song, or a small icon, each a reminder of something personal to them.

The biggest display of symbolism in fandom is through the form of tattoos, many fans choose to get a small drawing or a few words that represent a deeper meaning, rather than the artists face or name. Although body alteration is slightly different to the clothes you wear, it represents the same concept.

Not only is creating items with small symbols that hold meaning a great way to connect with fans, but it also makes your fan-targeted product more wearable for everyone. They don’t have to be a fan of the artist to appreciate the product.

It also can create a sense of knowing amongst fans, a symbol that you are truly a fan that appreciates the artist’s work, not just someone who wears a tee with the artists logo to fit a certain style or aesthetic.

So, how do you understand what symbols hold value for fans? Speak to them! Engage, get them involved. If a brand is looking to appeal to a specific audience, research is the most important step, just like any other time you are trying to appeal to your target consumer. If you actively involve fans in the process, you will be able to create a far more impactful product that leaves a legacy amongst a fan base. As a brand isn’t that something you would love to be known for?