We're In This Together

For so many bands, live music defines them. For their fans, it’s a way to use the power of song to uplift the collective soul. For both parties, it’s the chance to connect with community. Then the pandemic happened — and no one was prepared.

When the music stopped in 2020, generations of music lovers felt lost. Two weeks of no shows turned into months. Outbreaks of new variants shut down attempts to honor old tickets and restart tours. To provide perspective, I still have New Order tickets for a show originally slated for Sept. 25, 2020. (It’s already been pushed back twice.)

Bright spots began to appear mid-2021. But think about it. By that time, the concert industry had been shut down for well over a year. That means no crowds, no camaraderie and no merch. In the promotional products sector, the pandemic hit suppliers of recreational-type giveaways with particularly dizzying force. Substantial portions of their sales consist of sports, concert and other outdoor-themed products, and as we all know, these verticals lagged in recovery.

Dan Taylor, president and CEO of BamBams, Manassas, Virginia, didn’t mince words, calling sales numbers “dismal” through July 2021. Little by little, Taylor and his peers found their path back to normalcy, though not without a few detours.

I, too, just attended my first live concert since late 2019: Nine Inch Nails. Talk about self-care for your inner child, or in my case, inner 17-year-old. Originally scheduled for 2020, NIN brought its brooding and euphoric set to Philadelphia for a two-night stint at The Met. It was a full-frontal assault of the senses before an intimate crowd of smiling faces (aging has softened our industrial-loving hearts).

We danced, we sang along and we bought T-shirts — the latter of which I don’t think I’ve ever been so excited about. It’s not just a piece of clothing — it symbolizes one of the best nights of my life. I’m advertising one of my favorite bands who gave me memories to treasure after years that were isolating.

Brannon Craig, vice president of sales for Southern Plus, Hartwell, Georgia, believes that when you promote on items that support people’s passion, it creates a “heart-level connection” to the brand promoted. And he’s right. That’s always been music’s strength. It’s what unites us — and, sure, starts heated debates among the most ardent. Not even COVID can break that.

If there’s a theme for the June issue of Print+Promo Marketing, it’s connection. Turn to page 10 for “The Ultimate Guide to Social Media (Vol. 2),” where six industry experts provide ways to crush it on six different social media platforms. After that, catch up with Taylor and Craig here to see how sports and other outdoor activities are setting the stage for a harmonious summer.

Hope to see you in September!