Why doesn't anyone customize the experience?

I've (Jack) recently been giving some thought to why music artists don't offer up merchandise to their fans that is truly unique, limited quantity, and customized. I'm intrigued with two dynamics that seem to make this a no-brainer. First, the cost difference between a limited run item and the unlimited run is inconsequential and easily covered by the fan. For example, a simple T-shirt on one website at $12.95 for one is $10.36 each for 50 and $8.40 each for 250. The $1.96 cost difference between a limited quantity of 50 (and therefore rare and collectible) and unlimited run T-shirts seems small and, to me at least, is a minor risk set by the likelihood that your true fans will want the limited run T-shirt, likely in addition to other T-shirts they buy there also special, rare, and one-of-a-kind.

Second, of course, is that your fans would much rather have something from you that was unique and personal to them, even something that they had to "work at" to obtain. These simple dynamics drive fan loyalty and also can significantly increase revenues for the artists, who can charge more for special run, rare items.

Artists that are selling merchandise on their mobile fan clubs through the Adva Mobile service are increasingly putting personalized, rare, one-of-a-kind items up for sale. Fans appreciate the personal connection they have with their favorite artists through these unique products, and the artist has a virtually unlimited supply of personal relationship building and fan connecting experiences to offer the fan.

To learn more about selling merch, click here.

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