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atVenu’s Latest Merch Stats: The Inside Scoop on Revenue and $/Head!

By November 3, 2015 No Comments

July of last year we hit $100 million in total merch revenue for 1,200 artists and we examined what that looked like on a per genre basis. Now, a year later, atVenu has managed over $320 million in gross merch sales for more than 3,800 artists, venues, and festivals…not bad! With more than triple the volume we wanted to revisit our data on genre merch sales and see what, if anything, has changed!

To make things equal with our last evaluation of this data, we again looked at artist sales in the US only and removed any data from our festival and venue clients.

And the genre with the highest gross revenue is… Country, last year’s number 2!  Followed by Alternative and Rock, ranked 1 and 3 respectively a year ago.

Now onto the highest and average $/head for each genre.  Some interesting changes to point out for the top 5 genres from a year ago:

% change in Max $/H from last year:
Christian & Gospel  =  15%
Rock  =  9%
Pop  =  33%
Metal  =  57%
Alternative  =  20%

% change in Avg $/H from last year:
Christian & Gospel  =  – 37%
Rock  =  27%
Pop  =  8%
Metal  =  – 25%
Alternative  =  5%

Any changes in top items sold?  Not much!  As we all know, T-Shirts are the top selling item, so we took those out again and looked at the next 4 highest selling items for our top 10 revenue generating genres. Here they are!

Country
2. Tank Top
3. Koozie
4. CD
5. Hat

Alternative
2. Tank Top
3. CD
4. Sweatshirt
5. Vinyl

Rock
2. Tank Top
3. CD
4. Zip-Up Hoodie
5. Long Sleeve Shirt

Pop
2. CD
3. Jersey
4. Zip-Up Hoodie
5. Sweatshirt

Singer/Songwriter
2. Tank Top
3. CD
4. Zip-Up Hoodie
5. Poster

Hip Hop/Rap
2. CD
3. Pullover Hoodie
4. Hat
5. Sweatshirt

Christian & Gospel
2. CD
3. Bracelet
4. Glow Stick
5. Deluxe Music

Electronic/Dance
2. Tank Top
3. Pullover Hoodie
4. Long Sleeve Shirt
5. Sweatshirt

Metal
2. Tank Top
3. CD
4. Long Sleeve Shirt
5. Zip-Up Hoodie

World
2. CD
3. Book
4. DVD
5. Tank Top

We’ve received several requests to break $/head down by venue capacity.  We know per heads are significantly impacted by headliner or support slots, genre, market, and so on, but as a first pass we looked at the max and avg $/head for 4 different venue sizes across all markets and genres.  One interesting finding is the rate in which both the max and average $/head consistently drop as the venues get bigger.

Any particular data you think might be interesting or helpful? Hit us up! We love to get the questions and feedback.

Cheers!
atVenu