Direct To Fan for emerging artists is an important source of revenue. In our first paper we looked at what we can categorise as Direct To Fan, which involved not just digital platforms but importantly the ability to sell merch on the road at gigs. At the established artist level, we saw merch sales at gigs not fitting in with Direct To Fan as the venue takes cuts and a merch company may well be selling on the artist’s behalf. But with emerging artists, we can definitely include this. In fact, this then becomes one of the key points of direct to fan that we will address here for artists.
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