How to Build a Sustainable Music Career and Collect All Revenue Streams

S3.9/E52: Merch Reconnaissance w/ Fourthwall COO Eli J. Valentin

Sep 25, 2023

Eli J. Valentin, COO of Fourthwall, discusses the unique offerings of Fourthwall in the merch industry. They explore topics such as on-demand merch, order management challenges, and the importance of diversifying music. Eli also shares their experiences living in different US cities and the value of learning from mistakes. Moreover, they highlight the benefits of building a direct relationship with fans and customizing specialty items through Fourthwall.

01:27:17

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Episode guests

Eli J. Valentin

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Episode notes

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Quick takeaways

Testing different products and merchandise with the audience helps artists gauge fan preferences and create appealing merchandise.

Building a direct relationship with fans through email and text messaging enables artists to communicate directly and cultivate a sense of community.

On-demand merchandise reduces the risk of unsold inventory, allows for flexible customization, and provides faster production and shipping.

Deep dives

Testing Different Products and Merchandise

One key strategy for artists and creators is to test different products and merchandise with their audience. By offering a variety of options, such as t-shirts, hoodies, plushies, autographed pictures, and digital products, artists can gauge which items resonate the most with their fanbase. It's important to be in tune with your audience's preferences and create products that they find appealing. Additionally, focusing on quality is crucial. Artists should ensure that their merchandise is well-made and durable, providing fans with a positive experience. Testing different products and maintaining high quality can help artists develop a strong and loyal fanbase.

Introduction

2min

Merch Reconnaissance and Best Practices

7min

Eli's Background and Experiences in Different US Cities

2min

The Importance of Researching and Asking the Right Questions

12min

On-Demand Merch and the Challenges of Order Management

10min

The Importance of Learning and Mistakes

24min

Importance of Diversifying Music and Building a Direct Relationship with Fans

2min

Working with Fourthwall for Artists with Existing Stock

25min

Customizing Specialty Items and Ordering Samples

4min

We're back to talk all things merch! There are a slew of new "on-demand" merch companies out there but Host Emily White feels Fourthwall is taking care of artists & fans with quality gear, along with hybrid options for traditional merchandise! Learn more about this Mr. Serena Williams / Alexis Ohanian backed company in this episode and what sets Fourthwall apart in the merch world and more. Happy listening!

This season was recorded at Tower Records' new Tower Labs space in Brooklyn in partnership with The NY Mayor's Office of Media & Entertainment’s New York Music Month. NYMM is the official celebration of New York City’s vibrant & dynamic music ecosystem & we are so grateful for the New York City Mayor’s Office of Media & Entertainment's support in making this season happen.

Book this podcast was based on: ⁠⁠⁠⁠https://www.collectiveentinc.com/book2⁠⁠⁠⁠. 10% off w/ code PODCAST

We also want to deeply to thank to our partners over at The Ally Coalition for supporting us & the crucial work they are doing. Founded in 2013 by Jack and Rachel Antonoff, The Ally Coalition provides critical support for organizations dedicated to bettering the lives of LGBTQ youth and raises awareness about the systemic inequalities facing the LGBTQ population. TAC is committed to bettering the lives of LGBTQ youth through tours, social media campaigns & collaborative partnerships. To learn more, & how you can get involved, visit theallycoalition.org.

Questions? ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠info@c-ent.com⁠⁠⁠⁠⁠⁠⁠

CREDITS:

Creator, Executive Producer, Producer, & Host:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Emily White⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Project Manager: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Michael Zimmerlich⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Engineer: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Nathan Cain⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Producer: ⁠⁠⁠⁠⁠⁠⁠Lilia Iza⁠⁠⁠⁠⁠⁠⁠

Music: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matthew Wang⁠⁠⁠⁠⁠⁠⁠