Merchandise

The music events industry is uses different ways to create income other than the cost of the tickets. The most popular way of doing this is by selling event merchandise. Think of a time when you went to an event…What did you buy?

 ‘The purpose of merchandising is to generate an interest for the product in the consumer, to sustain that interest and to eventually sell the product based on that interest’ (Caldon, 2008). For these type of events customers are likely to buy a sentimental product such as a T-shirt or Album meaning the products will remind customers of the event.

·         Katy Perry has an online store. This is easily accessed from her website www.katyperry.com.  Fans can purchase a range of Katy Perry “California girls tour” products. Not only that but at her show (oh the 17^th) products were available before and after the show.

·         The Brits has an online site is linked with I-tunes and some retail shops such as HMV.

Below is a picture of a friend , who was lucky enough to buy tickets before they sold out.

This grabs peoples attention as its the main window display.

Merchandise can increase both of the events marketing objective for instance the Katy Perry T shirt attracts attention from other people, on the back of the T-shirt it lists her tour dates therefore people who haven’t brought tickets may be interested. The Brit has an online store where you’re connected to I-tunes where you can buy all Brit winners singles and albums. Also in HMV the day after the Brits in store displays were used. This not only encourages point of sale purchases but buyers will link the album to The Brits therefore awareness is increased.

PR

CIPR (2011)



Black (1992) suggests  PR has two roles firstly is it supports the marketing activity using promotion. The other role is to announce information on the event to target publics which are involved in the organisation. Event organisations can report information but also require a response for PR to be successful.

Masterman (2004) The roles of PR:



The Events have to have a valued story or popularity to engage readers, viewers and listeners. I think both events have huge target audiences therefore getting PR is not a problem.

The Brits have got PR every year from the media leaders. The Brits celebrates music talents. Music Artists are always mentioned in entertainment news through, television, websites, newspapers and magasines. This Year’s Pre event PR focused on announcing music categories, nominations and the artists which were going to perform such as Jesse J.

PR after the event focuses on the success on the event, artists, performances, speeches and celebrity gossip…Who wore what!? Below are some pictures of articles after the Brits.

PR is additional marketing tool which can increase the viewers of the Award Show before and after. After the Brits viewers will want to know more gossip from the after party (which James Cordon, mentioned on the night).  The Brits guarantees PR every year as the event is held annually and is iconic to the British Music Industry.

PR on Katy so far has been more focused on her as an artists where she's mainly in interviews such as Oprah Winrey. SHe features in an editorial, ELLE.Although this does not focus on the tour she mentions it.

On focusing her attention on her career: “I’m going to have to train like an Olympic athlete to get through the tour. I’m going to have to really focus, but that’s okay. A lot has changed for me this year, and I’m ready for it. I think that when you’re single, you spend a lot of energy just being available for love and looking for the right person, and then when you have that void filled, it’s like, ‘Phew!’ Now I can take that extra energy I had and redirect it.”




After her first performance in London on the 17th, the most PR coverage I could find on the event was from online articles.
For full article, click here.

"Katy Perry proved last night that she’s an all-round entertainer. Singing (completely live thoughout), dancing and entertaining the audience she showcased just why the world has taken her to its heart. The California Dreams tour will be back later in the year for a second leg where Perry will be touring arenas. If you don’t catch her during the first leg then go get your tickets for the second leg now. You won’t be disappointed."

For The Sun's article,click here.

"She then changed into a whole host of exuberant outfits, including a dress that had a lower half covered with cup cakes. And a feathered leotard that looked like something out of a superhero flick."

Press releases are a vital tool in music PR. They provide the media, record labels, promoters and managers with the vital information about Katy Perry's tour and music.