Shameless Self Promotion?

The word “branding” is everywhere these days. Celebrities, athletes and, most recently, journalists have gone the extra mile to become household names. So it makes sense that the music industry would follow suit.

The New York Times reports:

"Amid plunging record sales and Internet file sharing, rockers are eagerly plastering their names everywhere. Their “brands” are now found in television commercials, tour sponsorships, and merchandise as diverse as cars, private-label wines and celebrity cruises."

But the branding doesn’t stop there. The Rolling Stones paired with Sprint and Budweiser to market their tours. Check out their merchandise booth. It may include bras and bomber jackets. Don’t fret if you find yourself in need of rolling paper. The Black Crowes have their own, according to the NYT.

The New York Times continues:

“All of this has been set in motion by a well-known reality: record sales “fell of a cliff” says Jonathan Daniel, a former musician and a now a partner at Crush, a management company that represents such bands as Panic! At The Disco and Fall Out Boy. Shipments of CDs were $9.16 billion in 2006, down 31 percent from their peak of $13.21 billion in 2000, according to the Recording Industry Association of America."

What is a struggling (or not so struggling) musician to do? Emblazon their name on a T-shirt. Oh wait. That’s been done for years. Okay. Pair a song with a trendy new vehicle. Launch a clothing line even if you don’t wear it. Promote a fragrance that smells like Vogue magazine. Do something to offset those falling sales.

Years ago, wearing your favorite band’s t-shirt was a symbol of devotion. It let everyone know that you really liked a particular musician. Maybe a friend would stop by the record store, remember the musician’s name and, as a result, check out their latest album.

The purpose of merchandise isn’t self-promotion anymore. It’s revenue. With that in mind, musicians are no longer in the business of music, but merchandise. Merchandise doesn’t accent the music. At this rate, music accents the merch. Perhaps the music industry needs a new name?