Universal Music Publishing Celebrates Fans with “Reversed Merch” #MusicMonday

Source: Universal Music Publishing in Scandinavia

This is so cool. You know all that merchandise sold at concerts? It’s a major revenue stream not only for the artists but for the production companies and the concert promoters. It’s a machine.

Well Universal Music Publishing in Scandinavia wanted to reverse the formula and instead of the fans celebrating the artists on the merchandise (think t-shirts), it had the artists celebrate the fans.

What say what?!?

Yes indeed, mega-fans wrote in their stories of their love for their favorite artists and selected names were put on merchandise worn by the artists on stage.

It’s called “Reversed Merch.” It launched in Stockholm with Swedish artist Thomas Stenström this past Spring.

So fabulous. So simple. So extraordinary when you think about it. What a way to pull in your audience and make them all a part of your act. Building your brand and your brand base at the same time.

To be honest, we often think of the music publishing side of the business quite cold and sterile. So here’s a brand showing the total opposite: human, kind, and participatory. Hopefully a sign of more to come.

What’s your experience? JIM