Reward Your Loyal Fans and Move Your Merch with Fan Packs - It's a Win-Win Strategy
Billboard is bringing back bundling albums with merch as “Fan Packs” - letting artists get creative in rewarding diehard fans and driving sales simultaneously.
For those unfamiliar, Fan Packs bundle an artist's new album release with merch like limited vinyl pressings, custom apparel, signed memorabilia and more. Fans score coveted collectibles that deepen their loyalty, while artists create urgency around limited items that spike immediate sales. It's a proven win-win.
With Billboard giving music + merch combos a big spotlight again, let's look at how some top artists are already making the most of this creative bundling strategy:
Offer Rare Physical Formats
EDM duo Justice knows their fans obsess over vinyl. For their “Hyperdrama” album fan pack, they included a clear vinyl pressing of the album - an eye-catching format for any collector - bundled with a matching T shirt.
Key Takeaway: Think about what your die-hard fans would geek out over collecting. Use rare physical formats like colored vinyl.
Give Fans Autographed Items
For their “Made For More” release, Christian pop group Bethel offered signed CDs bundled with matching shirts. Fans loved getting something personally autographed by the band, deepening their connection.
Key Takeaway: Consider bundles with autographed music or merch for a personal touch.
Unify Album Art Across Products
Lil Dicky bundled his new "Brain" album with a graphic tee featuring the artwork. Fans jumped at the merch combo, spiking Dicky's sales.
Key Takeaway: Use signature album art across merch for a cohesive look fans will love.
What Will Your Fan Pack Look Like?
Fan Packs open a new door for artists to grain Billboard chart success through creative music + merch strategies. If you have questions about getting started, don't hesitate to reach out - or get started on your own: