Music Merchandise Manufacturing with Karen Emanuel

And next, we are joined by Karen Emanuel from Key Production, who's going to talk us through the manufacturing side of merchandise.

Introduction
Karen, thank you so much for joining us.

You're welcome! Can we just start off? Can you explain a little bit about Key Production and what that entails?

About Key Production
Key Production is based here at Tile Yard. We were set up back in 1990, a long time ago, to help people in the music industry navigate the jungle of manufacturing. Our services include:

• Manufacturing CDs
• DVDs
• Vinyl
• Print packaging
• Bespoke packaging
• All types of merchandise

Clientele
When we talk about all types of merchandise, what kind of people do you sell to? Is it everyone from new to established artists and labels as well?

Absolutely! Our company consists of various divisions, including one that specializes in helping those just starting off. For example, we assist artists who are starting with 300 to 500 units. We guide them through the processes, advise on cost-effective solutions, and help them achieve what they want.

We cater to:

• New artists
• Established artists
• Small and large record labels
• Label services companies

Pricing Structure
I'm guessing that everything must depend on how much people are ordering and what they are ordering. The prices must vary greatly.

Oh, absolutely! The pricing depends on the quantity and complexity of the order.

• The simpler the order and the larger the quantity, the cheaper it becomes.
• For example, this applies to T-shirts or vinyl box sets: the less complex and the more you order, the cheaper the item is.

Understanding Your Budget
Most people want the most complex and beautiful designs, only to find that it can get a bit costly.

Exactly! One of the most important things when engaging with a manufacturer is to understand your budget.

It's crucial to determine:

• What your budget is
• What you want the goods for (Is it for branding or profit?)

**Realistic Expectations **
In another lesson, we looked at merchandising directly, where the interviewee mentioned they've never really over-ordered because they understood their sales potential. Is that a realistic expectation for small artists and massive labels?

Yes, it's really important. In some cases, there are artists who completely under-order items and then need us to manufacture extraordinarily quickly to meet unexpected demand. This adds pressure to the supply chain.

Pre-Selling Merchandise
There are ways to pre-sell goods before manufacturing to gauge demand. This helps to:

• Understand how many T-shirts or limited edition prints will actually sell.
• Account for a little extra stock.

Popular Merchandise
Are there things that you consistently sell more of than others?

Definitely! When an artist performs at a gig or festival, attendees want affordable items they can easily take home, like T-shirts or badges.

• We've seen an upsurge in cassette production in the last couple of years.
• Badges remain a consistent seller.
• T-shirts and tote bags are also always in demand.

Trendy Items
Higher profile artists often opt for items like tote bags to promote their brand, and ironically, even I have about 40 tote bags from different artists!

Key Advice
From your extensive time in manufacturing, what is absolutely great advice for people looking to get into merchandise manufacturing?

1. Know Yourself: Understand your brand and market.
2. Budget Wisely: Be clear about how much you can spend.
3. Consistency in Looks: Don't keep changing your logos; established brands maintain consistency.
4. Clear Expectations: Think carefully about how you want to present yourself, and ensure you can execute it within your budget.

Additionally, consider low-cost methods like hand-signing prints to add value without breaking the bank.

Creative Ideas in Manufacturing
Have you ever been completely taken away by a creative idea?

All the time! I often find myself drawn to shiny materials for packaging. For instance, we once worked on a project for Marilyn Manson, where he wanted sandpaper on the vinyl packaging, which turned heads.

Manufacturing Timelines
It's essential to have realistic expectations about manufacturing timelines, especially with the upsurge of vinyl demand.

Many larger factories have shut down, leading to limited capacity. Orders need careful scheduling, which can cause delays if demand suddenly increases.

Conclusion
Karen, thank you so much for sharing your insights! If anyone wants to find out more or is interested in manufacturing with you, how can they reach you?

Visit our website at www.keyproduction.co.uk or email info@keyproduction.co.uk. You'll be connected with one of our account managers who can assist you further.

Thank you so much!

You're very welcome!