Ancillary earning capacity is so essential to the success of an artist's brand, speaking from a Top 40 pop perspective. Merchandising and endorsement deals are certainly nothing new to the industry, but in recent years artists have been slammed by some for 'selling out' their craft for some fast cash. Whether you feel this way or have just sprayed yourself with JLo's latest glow perfume, be prepared for more celebrity merch this year. The big 'brands' of the industry like Britney Spears, Rihanna and One Direction are able to sell a staggering amount of merchandise on the side, to supplement their traditional earning streams. Groups in particular, like Little Mix, Union J and The Wanted are involved in extensive agreements with third parties, slapping their name on an array of products. Of course this is a two way street, because although the artist receives further public spotlight, the products they are linked to increase their sales as well. It is a win win business plan and one that will strengthen this year. There are some staple avenues that all artists seem to find themselves involved in. When Tulisa joined the X Factor, her public profile was limited to her N-Dubz days and a few fly-on-the-wall documentaries. During her come up in the industry, she scored an autobiography deal at 23, released a perfume and a clothing line. Her management team successfully cultivated "The Female Boss" as a brand and made her a hot property on her own - all BEFORE her solo album was released. The money earned from those deals that Tulisa snapped up, more than made up for a disappointing solo debut. Number 35...not great. Many brands pay for singers and celebrities alike to be ambassadors of their products, by appearing in televised and print advertisements. Pepsi have had endorsement deals with Britney Spears, Michael Jackson, Beyonce, Pink and One Direction over the years, that have seen these respective celebs slurp the delicious cola on film to then laugh all the way to the bank. Pepsi has always had strong links with the music industry and this looks set to continue this year. L'Oreal have Cheryl Cole and Jenny Craig contracted Mel B - it is part and parcel about being a high profile music artist today and it shows no signs of changing anytime soon. The next big deals that have been signed include Nicole Scherzinger partnering up with Missguided fashion and Kanye West has pledged his allegiance to Adidas. These agreements will be bigger and more widespread in future, so keep an eye out this year.
Sometime law student with a passion for writing & a love for British pop. English blood with Aussie upbringing. An avid Tweeter and you can find me @JonoGibson
