The survey notably reveals that “merchandise and branding is only relevant to a small number of musicians“; grants, and funds from fans, are their two key revenue sources.
That said, sponsorship has proven to be one of the new sources to kick in where that from labels may have dropped off. “Corporate sponsorship of videos has been a total revelation,” said one US rock band.
The survey also found that artists are “increasingly strategic about their brands“, investing for example in “dedicated merch guys”, to quote one respondee.
You can also watch Thomson’s midem Visionary Monday presentation in full here:
More information on the survey is on the FMC’s website.