However, this first headlining tour we just did, we actually did a two hundred and twenty dollar full on varsity letterman jacket made with 100% authentic leather arms, and just the whole nine yards. We kind of split ways a little bit throughout college, he was still focused on growing a band and I was working with brands and growing my brand development background. Office Hours: Mon-Fri, 9am-6pm Eastern time. While this isn’t groundbreaking news, it’s made touring and merchandising the main assets for brand development and an artist’s financial dependency.
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I’m a freelance music journalist, sound designer, and rock guitarist based in Washington D.C. Philly coffee shop rock.
How does the revenue from the Grayscale’s online merch sales compare to the revenue generated from the merch sales at venues?
For me it is my second artistic expression in a way.
Jordan: Collin and I grew up in the same school district, the same classes and everything, and we were in a band together early in our high school years. However, in terms of the next level retail, working at corporate Urban Outfitters in Philly and multiple financial roles that touched into marketing, that’s where I really found a love for it. I think that goes a long way in our brand. We’re not just going to malls on off days and going to stores everyday just because we have to, we love doing this, we love clothing. New album 'Nella Vita' available September 6th - found.ee/nellavita_all
Elaborating on how the band created such a successful merchandise model, vocalist Collin Walsh and creative director Jordan Mizrahi, detail the evolution of Grayscale and how it’s become a clothing brand just as much as an alt-rock band.
Phone: +1 806-354-8888 We then started getting heavily into sampling, and we were the first band to go to our merchandise company and say “with every item that we do, we want to do samples, sometimes multiple rounds of samples and test the quality to make sure the embroidery sits the right way, to make sure the garment is heavy enough so it doesn’t pull the embroidery, to make sure the different kinds of ink and plastisol sit the right way on the different kinds of garments.” That’s where a lot of the experimentation started.
I graduated from Berklee College of Music in 2019 where I cut my teeth. It’s been like that for 25 years, and with this kind of more experiential design, where we’re bringing this modern retail approach to our online store and our touring, we were like “why don’t we make our tent a store?” That seems like the only logical approach to something like this, as much as it is important for us to have the quality come across in the garment and the design, it’s also so important for the customer to have a unique experience buying their item. Collin: So Jordan studied Graphic and Interactive Design at Temple University, and I studied finance at Drexel University in Philadelphia. As a guitarist I’m a member of the alt-punk band, Heavy Sleeper, but I also operate as a session and touring rock-metal guitarist. Whether it’s a shirt with a graphic that fades after the first few washes, or a zip-up hoodie that breaks after the third month, band merchandise is notorious for its ephemeral lifespan.
© 2020 Forbes Media LLC. Collin: We’ve been an active touring band for about two, two and half years at this point, and when you start off you get introduced to “okay how are we going to do our merchandise on tour, how are we going to do it online?”. Men T Shirt, Women T Shirt, Long Sleeves, Hoodie, Sweatshirt Plus Size. Fearless Records. For the economic part, I don’t mind sacrificing some profit margin if people are happy with this. When we figured out that that’s the way the game was, we basically looked at ourselves and were like “we have no choice but to absolutely make the best merch possible. Grayscale on the other hand; a young and talented alternative rock band from Philadelphia, PA, they’re here to change the merchandising formula. Impact 50: Investors Seeking Profit — And Pushing For Change.
Our aesthetic is sleek, yet avant garde. You know, the way it works is every band and every vendor has their own tent, and you walk up to their tent in the 98 degree blistering sun, and you pick out your t-shirt, you pay for it and they hand it to you, and then you move onto the next tent.
Collin: Yeah I’d say so, previously I had worked on the floor selling at Tillys, which is a similar type of store. Opinions expressed by Forbes Contributors are their own.
While it’s not exactly a poor business model, it often produces poor and unsustainable products for the consumer, or fans rather. Giving a much a higher quality for a similar price in any kind of economic setting, it’s supply and demand, it’s economics 101, so it starts to disrupt things a little. Shop high-quality unique Grayscale T-Shirts designed and sold by artists. 26K likes. T Shirt design, custom t shirts, graphic tees, custom t shirt design. From Grayscale is a women's contemporary designer fashion label that features limited edition tops, pants, dresses, skirts, bodysuits, and accessories.
You know, we put up a couple items online, but why don’t we start taking a more modern retail approach, and more influence from these brands that we love and let’s do online merch drops.
It was going against the grain in a lot of different ways, “it’s going to be hard, you’re not going to want to do it,” but that stuff means so much more to us, like we’ll put in the hard work no matter what, as long as the fans and the customers can have a great experience buying something they’ll love and remember. We’re just taking the modern retail lifestyle brand business model and we’re applying it to the band-merchandising world. That’s where all of these ideas started. It was always a major bummer and for us being fans of music it was something very apparent.
I was more often focused on our promo, our MySpace, how our gig posters looked, and Collin was very much more interested in growing his skills as a drummer at the time, and building that experience in the band.
I graduated from Berklee College of Music in 2019 where I cut my teeth performing in New England’s DIY punk scene, and also got my start as a music journalist writing for The Berklee Groove. I worked in the finance department which was seated right next to the buying and sampling departments, so where I sat working on the backend and numerical things with corporate Urban Outfitters, I was right next to this big creative hub in the office. 100% Authentic Merchandise & Vinyl. I sing in the band and I write music, but I’m not good at photography, drawing, painting, or anything like that.
T Shirt design, custom t shirts, graphic tees, custom t shirt design. So we went against the traditional idea and we had two tents at warp tour, clothing racks, and green turf for people to stand on, outside of the sun. ; 100% preshrunk cotton; Sport Grey is 90/10 Dark Heather is 50/50, Ladies' fit with shorter body length and tapered sleeves, Ash is 99% cotton, 1% poly; Sport Grey is 90% cotton, 10% poly; Dark Heather is 50% cotton, 50% polyester, Double-needle neck, sleeves and hem; Unisex sizing; consult size chart for details, Banded neck and armholes; Double-needle hem, Ash Grey is 99% cotton, 1% polyester, Sport Grey is 90% cotton, 10% polyester, Heather Gray 90% cotton/10% polyester; Fabric laundered, 32 singles for extreme softness; 1x1 baby rib-knit set-in collar, Air jet yarn for a softer feel and no pilling, 1x1 athletic rib cuffs and waistband with spandex; Double-needle stitching, 5.3 oz, 100% cotton preshrunk jersey knit, Seamless double-needle 1/2 inch collar; Tearaway label; Missy contoured silhouette with side seam, Preshrunk 4.3 oz, 50% polyester/25% cotton/25% rayon jersey, Set-in 1x1 tri-blend baby rib collar with front cover-stitch, 1×1 athletic rib cuffs and waistband with spandex; Double-needle stitching, 5.3-ounce, 100% cotton (99/1 cotton/poly (Ash) & 90/10 cotton/poly (Sport Grey), 100% preshrunk cotton; Ash Grey 99% cotton, 1% polyester, Feminine ½ inch rib mid scoop neck; sideseamed with slightly tapered Missy fit, Double-needle stitching throughout; seamless rib at neck. All Rights Reserved, This is a BETA experience. Designed and made in Los Angeles.
It just became this hyper focus on quality, the decoration methods, the sampling, and the research and the development of really cool merch that wouldn’t fall apart when you washed it. As it relates to merchandise, most bands offer quantity over quality in their product catalogue, as it usually makes for a greater profit margin. We identified early on that in today’s day and age, bands primarily make income playing shows and selling merchandise. What’s the process of creating and launching new merchandise for the band?
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In terms of the numbers, it really depends on the size of the tour versus the size of the drop, and also versus the price points. Was your experience in the finance department of Urban Outfitters the main ‘gateway’ or inspiration that got you into the clothing/merchandise world? While there was a survival aspect to this, there’s also just an immense love for this. Obviously online we can get away with the really intricate super-mega-high quality items that are two hundred plus dollars, and that’s not something bands really ever do on tour. [Grayscale] signed to Fearless records about two and half years ago, and at that point Jordan and I had become closer again, we moved in, and we were roommates in our apartment in Philly at the time. We came back together with this idea of revolutionizing the way band merchandise works, and while it was really daunting, by combining our experience and creativity, we were able to make it exciting, fun, and successful.
You may opt-out by. Obviously that’s something we’d do more online, but this time around we were like “let’s do it for tour too” and it did work out.
Protect yourself with comfort and confidence We had that on this headlining tour we just did, and we’ve never seen a band ever do anything like that or charge more than sixty or seventy dollars at a show.
Whenever we’re touring or around the globe, any day we have an off day we’re at a mall, we’re at stores, and we’re taking notes of clothing we like, touching clothing we like, buying clothing we like, and we’re bringing it home or sending it back and forth to the people that handle our merch in Chicago. Grayscale. From there, once we started doing that and when people and our fans picked up on it is when it really took off, and then came the next phase of we’re going to do this merch on tour.
How does the revenue from the Grayscale’s online merch sales compare to the revenue generated from the merch sales at venues?
It has to be better than everybody else’s, and it has to be the best we can possibly do.” To some degree it’s survival in the beginning, but I think the beauty of our merchandise is that it started off as this thing that we needed as a means of existing, and being financially stable. In Life Grayscale Merch How did the marketing and production of Grayscale’s merchandise evolve overtime to where it was treated with such quality? From a simple glance at the band’s online store, their merchandise is undoubtedly a major step above most young bands, and even many mainstream artists.
Collin: It definitely has translated to the touring and live setting, it’s been crazy online as well. In Life Grayscale Merch Our Style: Men T Shirt, Women T Shirt, Long Sleeves, Hoodie, Sweatshirt Plus Size Our Size: S, M, L XL, 2XL, 3XL, 4XL, Plus Size T Shirt design, custom t shirts, graphic tees, custom t shirt design. Address:6033 I-40 West, Amarillo, TX 79106, US When it came time for us to handle it ourselves, we were like “we have a lot of background on this kind of stuff let’s do it different.” The first step in all this was, let’s focus on having really quality merchandise.
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