Rock bands are increasingly banking on the marketing technique of plus-selling to help tours break even and build loyalty with fans that could spur future music and merchandise sales.
Bands now do more than bundle concert tickets with T-shirts, CDs and digital downloads of a recording of the event that fans have paid to see. Performers are increasingly also offering fans the chance to hear a sound check and, for an additional price, a personal meet-and-greet.
“Usually they are outrageously priced,” said Kim Koopman, who frequently visits Vancouver from Campbell River. “Nickelback did a meet and greet that cost $400.”
Koopman paid $150 for a ticket, T-shirt, digital download, book, CD, sound check and a backstage meeting with British synthesizer band Orchestral Manoeuvres in the Dark (OMD) at Vancouver’s Commodore Ballroom on September 30.
Ticket and merchandise packages encourage her to see more shows.
Bands involved say the tactic of plus-selling a wide range of merchandise can mean the difference between a tour breaking even or bleeding red ink.
OMD, for example, does not book the venues where they play. Instead, promoters in various cities book venues, market the event and pay themselves first.
“We lost money when we toured in March, but we would have lost more than twice what we did had we not done the VIP packages,” said Andy McCluskey, who is one of two OMD lead singers.
“The tour has the potential to lose a lot of money. It’s a bit of a dangerous undertaking.”
Touring, however, has never been the road to riches. Bands tour to raise awareness and reward fans.
“We don’t tour to make money. We’re investing in our future. We made sufficient profit at festivals in Europe that we could afford to lose money in North America in March. This tour is going well. Vancouver is our first sell-out.”
Glen Korstrom
@GlenKorstrom