While never a popular practice among artists in the live industry, the merch cut has increasingly found itself under fire in the public forum these days. A recent decision by experimental metaller Igorrr to refuse to sell merch at their show at the O2 Kentish Town Forum in London, UK last week has led to even more uproar on the matter.
Taking to social media last weekend, Igorrr announced that they were refusing to sell merch during their show at the aforementioned venue in protest of its alleged 25% merch cut (you can find their statement here.)
If you’re not aware, many venues require that they receive a guaranteed percentage of the income from merchandise sold by the artist within the venue amid the concert they are hosting. These percentages are generally negotiated well in advance by the manager, promoter, etc.. In an unfavorable blow to the artists, these cuts can also require a percentage of the gross income, rather than the net.
With little income earned from streaming royalties for the majority of live artists, merch sales remain the chief factor in making or breaking a tour. Sadly, the continued rise in merch cuts experienced by artists who have hit the road post-pandemic is only exacerbated by the effects of current inflation.
Igorrr were the latest in a growing line of artists to rail against merch cuts, you can read more on some other recent participants here.
Speaking of Igorrr‘s situation and their own experience, Stray From The Path drummer Craig Reynolds has weighed in, offering some extra clarity, which led to some interesting discussion on the topic.
Reynolds decision to once again speak out also comes just as his band are playing a string of O2-owned venues within the UK. Taking to Twitter last night (March 15th), he offered:
didn’t wanna say anything because we literally NEED you guys to buy merch but this o2 venue stuff is insane: they FORCE you to use their merch seller (who is not invested in selling your merch, or doing a good job) and then they take 25% of the GROSS amount that person makes.
— craig reynolds (unofficial) (@reynlord) March 16, 2023
let’s say you do 100 long sleeves at £40 a shirt (for ease) but they cost £20 to make. that’s £4000 gross. They take £1000 for their cut then you have a £2000 merch bill. band makes £1000 – same as the fuckin venue.
— craig reynolds (unofficial) (@reynlord) March 16, 2023
in fact after paying the merch guy you have on tour for their day off – band would make LESS than the venue
— craig reynolds (unofficial) (@reynlord) March 16, 2023
nah we need people to buy merch on tour. not all venues do this. in the U.K. it’s mainly the big corporate ones only
— craig reynolds (unofficial) (@reynlord) March 16, 2023
He Is Legend vocalist Schuylar Croom responded to Reynolds:
I’ve always said if you want a cut of our merch sales we should get a cut of your alcohol sales right? I mean we brought the people to the show to consume alcohol… what did you do?
— Schuylar Croom ? (@Crucialdude) March 16, 2023
Normally they ask for a cut and don’t even offer a table or anyone to sell so in this case if they count you in, count you out and sell for you then I can actually understand the cut though I’m totally against it.
— Schuylar Croom ? (@Crucialdude) March 16, 2023
Stray From The Path guitarist Tom Williams also engaged in some discussion:
They do, they have to make sure they keep the venue sellers stocked throughout the night. More work that we’re responsible for
— Tom Williams (@tomfromstray) March 16, 2023
Other artists have chimed in on the matter as well, including former Every Time I Die bassist Steve Micciche:
The days of leaving your house with $40 or $50 to see national touring punk & hardcore acts are over. Costs for literally everything in the world have gone up. Performing arts is no different. After admission, drinks/water, a shirt/vinyl, it’s just where we’re at.
— Steve Micciche (@MitchBHavin) March 16, 2023
You either choose to leave your house to support/be entertained or you don’t. All good. Disposable income these days can be scarce. But don’t come down on bands for ticket prices/merch at shows. If you can’t get to a show but wanna support, pick up a shirt online. It helps.
— Steve Micciche (@MitchBHavin) March 16, 2023
Khemmis also weighed in across a series of tweets as well:
This feels all too familiar here in the states as well. Venues owned/operated by a *certain* corporate entity do this same nonsense & it SUCKS. Selling 1/2 (or less) of your usual amt b/c the mandatory in-house seller has no reason to hustle + massive cut = shit situation https://t.co/1rs1Xzkz0B
— Khemmis (@khemmisdoom) March 16, 2023
And before the chorus of “well your agent/team agreed to this,” please know that support bands on these tours have no leverage. None. Don’t like these deals? Kiss bigger touring opportunities goodbye. Openers have to eat shit and smile the whole time.
— Khemmis (@khemmisdoom) March 16, 2023
“Sell your merch out of your van.” That sounds cool and punk rock but 1) in bigger cities your vehicle may be far from the venue
2) contracts often explicitly prohibit this. yes, fuck ‘em, but again if a newer band gets blacklisted by corporate entities that hold all of the power— Khemmis (@khemmisdoom) March 16, 2023
then your singular act of defiance can easily cost you and your crew a lot more in the long run. Again, it’s a shit situation for openers and it takes the team of the big name bands to facilitate substantial change.
— Khemmis (@khemmisdoom) March 16, 2023
Unless the big names with real industry power give the middle finger to corporate venues stealing from artists, nothing will change and that sucks for artists AND fans.
— Khemmis (@khemmisdoom) March 16, 2023
While some artists have suggested that bands be entitled to a cut of the bar sales at a show, Architects drummer Dan Searle recently suggested that artists go on strike to protest merch cuts.
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