Packages can help artists go No. 1 with a bullet, as well as other tchotchkes. 'They're creating their own brands,' says a merch executive.
released his vinyl, cassette and deluxe box sets on April 29, his nearly three-month-old album returned to No. 1 on Billboard’s Top Albums Sales chart for the second non-consecutive week.
“Fans of these artists want to consume whatever it is they put out: music, clothes, concerts, everything in between,” says, founder of Ceremony of Roses, a music-merchandising company that manufactures many such box sets and received a strategic investment from Sony Music in January.
“When they’re designing these box sets, it’s not as cut and dry as just an album cover with album art,” says Scoffern, who has worked with Tyler, the Creator for years and is general manager of his Golf Wang brand, although the rapper is not a Ceremony of Roses client. “Artists are making their own clothes. They’re creating their own brands.”
In addition to creative expression, though, Scoffern acknowledges artists put out these kinds of box sets with an eye towards improving their chart position: “The current marketplace is because of. It’s not always about getting the No. 1. You could be No. 20 without box sets, and you execute a proper box-set campaign, and you could go to No. 8. The difference sometimes between 20 and 8 can be a couple thousand units.
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