For the past few years, after the music industry’s fortunes went bottom-up and, consequently, the performing artists got even more taken to the Vaseline jar than they previously had, it seemed that the only way that performers would be able to make a quasi-reasonable living was through live performances. The return from the shows wouldn’t be predicated on the take from the tickets, but from whatever swag they were able to sell to the faithful.
After all, one of the issues vis-à-vis ticket sales was that there were corporate interests involved in many of the venues, which worked to their favor. “They,” not incidentally, were Ticketmaster and Live Nation, which are now a singular pronoun.
So it is interesting to note that even the swag portion is being undermined to the benefit of “Them,” with the plural pronoun referencing Live Nation and Qualcomm, with the latter owning a subsidiary named Outlier, which is described as a “leading mobile commerce enabler.”
Outlier has an app named “SWAGG,” and through it people can get guess what?
In the words of Rocco Fabiano, president of Outlier, “Our collaboration with Live Nation Merchandise will provide consumers with an efficient and convenient way to get music collectibles from their favorite artist. SWAGG makes it easy to give and receive Live Nation Merchandise gift cards directly from their mobile device.”
Efficient, convenient and easy. Yep. Why go out of your way for something you like when someone will grease the skids to get you there (reference to the foregoing metaphor entirely intended)?
Two well-worn phrases come to mind about this:
1. You get what you pay for.
2. Buyer beware.