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Llnierchandise Continues to Thrive, Since Ueven Ihe Most Revered Indie-Rock Labels Rarely Inspire I

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Llnierchandise Continues to Thrive, Since Ueven Ihe Most Revered Indie-Rock Labels Rarely Inspire I _ANCE LABELS: Record lalrel- mer cnandising Uevenllnierchandise Ihe most continues revered indie-rock to thrive, sincelabels dancerarely Inspireones do. Ihe same kind of allegiance as weiring your of lelling■ Kyou peopleboy a label's you're merchandiseinto bouse or ifsgarage, a way Mil (orMerchandising example," explains (which créâtes Mark Dixon lines offor Impacl the flIVI:PMand Distinctive labels, among others). A 1 î" ""'sisette everyhody,But merchandising observes Lewisdoesn't Pennington, work (or the growing market for dance-related, logo-emblazoned merchandise suppliespartner in dance Merchandising labels including Mallers, has become ever more innovative and adaptable, says Peter Lyle i Positiva, Krr, Jackpot and 5 i soonStrictly discovered Rhythm UK. unless "We a iANCE ACTS: Conventional wisdom says thaï this year's merchandising companies such m label is of a certain size il _ landmost the prominent Mercury dancePrize-winning acts - the Roni chart-topping Size - willr Pulfnot inspireDaddy as Underworld and De-Luxe, simply tlnesn't have the Ihe same kind of dévotion as a rock band like Oasis n whichUnderworld includes the inband ils rosier(whose rangeprofile ot le merchandising," support a full U2.their Consequently loyalty by having dance their fans logosare unlikely blazoned to expressacross memb s double as design says Pennington. their chests. JamiroquaiJa[rcollectivecoll Tomato) (whose andlogo breakDixon an agréés,unknown "Ifs label. hard If theto Virgins and Our shirtîrtRock as longinnn fans as will that go T-shirfsT.chSrtv out in a gotndirty* Ihe pair logoi-.„„ of ijeans and■ a, dirty T- rone of the best fi Prices aren'l (amiliar with the product, they wail says Mark Dixon, sales executiven at Impact Merchandising. recognisedNinelies group). ol any The (or the slreet to create Ihe demand. We make "For dance, though, you can't jusl print a white logo on a bh acts _su sustained profiles of Cream,merchandise and now (or thaïa new ifs label, being R.I.P. licensed Groove to BMG Ice tashionT-shirt and and expectmore demandingit to sell. 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Island, Yousays, can "We do look détailThe andhigh professionalism level of cai things,"real saysdrain Justin on resources Alphonse if peopleof Adrénaline. are indecisive." "So it can be i virtually anything you like with it. demanded by lhe faiggest dance awareClubs that wanling putting to makea unique their slamp mark on must merchandise also he does"When not clients necessarily ask for mean something resorting 'spécial' to gimmicks. it's ofter The Way Ahead Group really expensive and time-consuming. But there ar bea lotvery of crealivenew printing at low techniques cost," says which Alphonse. allow you to • Merchandise mail order services (24 hr branded Clubs looking to merchandise to promole them f k crédit card hottines,• storage,Internet despatch) facllitles says Lewisintemationally Pennington shouldof Merchandising be aware that Matters. lastes "The diller UK abroad, is into • ■ UltraDatabase cheap collationmailings tinyBut logos, Adrenaline's whereas Alphonseabroad they is reluctanlwant everything to go too big," far downhe says. Ihe • The UK's blggest music box office opération fashion road. "Dance and club merchandise has always got ta be , • The UK's biggest coach to concert operators practical,"Mark Rodol he points says. out, And, "In as terms Minislry of crédit of Sound's control, MD {f •• MailingInformation list provision services sales and distribution, club merchandise and • Clients include - MTV, Britannla Music, NME, Fantazia, tashion are slill entirely différent types of Virgin/Emap/Xfm Radio, Gatecrasher. Blue Grape continuesBut if dance's to grow, eftect those on différences contemporary may fashion ! A Marketing Dream - One Stop Shop lade away. Call 0115 912 9211 now! _Ji I § f | col CO « pours cotg POE; Enal £3 .
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