Making money through album sales is more difficult than ever, and strong radio play is no longer a guarantee of high earnings for artists. As it has gotten easier than ever to download a band’s new album, promotional products offer a way to encourage fans to buy the physical CD (or, increasingly, the vinyl record). 


In December, some major music acts used custom Christmas cards, including the card as a freebie for those who placed an order around the holidays. For DJ/rapper Diplo, those who bought his album received a custom T-shirt and pennant. For hip-hop group Three Loco, fans got a sticker and T-shirt.

Singer/songwriter Josh Ritter worked with his distributor partner who designed lapel pins with a twist. Working off Ritter’s album art, which features a vintage aesthetic, the company created silver and bronze pins with an antique feel. Rock band Atom Strange went a more unconventional route, creating figurines of “Marv the Alien” – the band’s mascot – as well as alien stress balls to give out at shows.


Promotional products can help to enhance concerts and music festivals and attract more people to the event. Plus, a tour T-shirt or tote is kept as a memento, and for diehard fans, branded merchandise can turn into collectible items. 


During Rihanna’s 777 Tour, 150 journalists and guests who were invited on the tour plane received a swag bag packed with goodies including Skull Candy headphones, No Label watches and Rihanna’s own Nude perfume. The tote bag featured the tour’s logo, reading “7 countries 7 days 7 shows.”

The tour itself received mixed responses from the journalists onboard, with reporters from Rolling Stone to New York Magazine complaining about lack of access to the singer and flight delays. The bags, however, got only rave reviews, with a number of journalists publishing photos of the prized promo totes.