More than Just Profit, Merchandise Becomes One of the Weapons of Bands Against the Mainstream

Kapanlagi.com - Band merchandise is no longer just an additional product in the music industry. Many Indonesian musicians are starting to take merchandise lines seriously as a form of artistic expression and a means to connect with fans.

From t-shirts, hats, to limited edition collections like posters and vinyl, these products are not only visually appealing but also hold emotional value for fans.

Several big names like Seringai, The S.I.G.I.T, Navicula, Wali, and Deadsquad actively produce merchandise designed specifically to reflect their character and musical spirit. These bands often release exclusive editions in limited quantities, making the items highly sought after by collectors.

1. Strengthen Engagement

This has proven to be an effective strategy to strengthen engagement, as fans feel like part of the music community they love. According to a report from Vice Indonesia in 2019, merchandise also represents a tangible form of the reciprocal relationship between musicians and their listeners.

Not only does it expand business portfolios, but merchandise has now become a crucial economic driver for independent bands. In an increasingly competitive music industry, especially in the digital era that has lowered physical music sales, merchandise has become a financial savior.

The sales of these products often serve as capital to finance album production, tours, and to maintain their musical ideals. This is particularly felt by bands that are not under major labels or mainstream music management companies.

2. Capital for Creation

Seringai © KapanLagi.com

Jimi Multazam, the vocalist of the band The Upstairs, has openly stated that the artwork for the album Matraman, released in 2004, is still sought after by collectors to this day. The proceeds from these sales continue to support him even now.

This aligns with the statement from Fikri, a collector of indie band merchandise from the homeland, during an interview last Friday (18/7). He admitted that he likes to collect band t-shirts because he appreciates the artwork.

"I like the artwork, the band is cool, and I just really enjoy it. There are some of their songs I'm still listening to. Besides that, it's to support Indonesian music," explained Fikri.

"So they have income to create works, go on tours, etc. So they can buy good equipment to produce good works as well," added Fikri.

3. Part of Idealism

Seringai © KapanLagi.com

Besides serving as an economic driver and visual identity, merchandise also becomes a medium of resistance against the dominance of major labels. Bands utilize the sale of these products to fund independent tours and risky music projects that may not attract label attention. It can be said that merchandise has become a tool of struggle so that musicians can continue to create without having to sacrifice their principles and musical identity.

However, amidst this spirit, challenges also arise from piracy practices. There are many illegal businesses that reprint t-shirts or merchandise of popular musicians without permission. These pirated products are sold at low prices in the market, harming musicians and damaging the supporting ecosystem of the music industry.

4. Pirated Copies Emerging

Nevertheless, consumer awareness is starting to increase. Loyal fans now prefer to buy official products from the band's website or at concerts, as a form of direct support for their favorite musicians.

"Most of the local fans wear original band t-shirts. Many (music enthusiasts) are already aware," concluded Fikri.

(kpl/tdr)