Last weekend, I went to the show of a local band that has existed for many years but just released their debut album. Over those past years, they've been known for playing a social role in a microgeneration of my music university community. Their confessional music matches the tender, welcoming spirit that they've been using to bring us together annually.
The band played to about 100 people in a small hall. An opener played before them, and there was a set break. At the merch table, the band had no CDs or records of the new album. (Not even download cards, not even ones printed at the size of a CD sleeve, like I saw at a client's album release show last month.) Instead, they had plenty of wearable merch with simple but nice designs: two t-shirts, a crew-neck sweater (all three in different colours), a tote bag, and felted adornments.
The shirts and sweaters sold out. That's how it's done! Is that what you need to do today to have a band that earns well? Can you skip the music media and focus straight on the clothes, if you know your fans love you? I guess then, you can do anything.