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Merch Bundle Research
Roc Nation
Artist Marketing Strategy
Role:
Research
Data Analytics
Dates:
​June 2025
Team:
Artist Marketing
Tools:
Microsoft Excel
Microsoft PowerPoint
Some Context
• During my time at Roc Nation, I led a merchandise bundle research project in support of the rollout strategy for an A-list hip-hop artist’s album release.
• The project centered on analyzing merch bundle structures tied to music launches, with the goal of increasing fan engagement while remaining compliant with
chart eligibility requirements and preserving brand positioning.
• I worked closely with the artist’s management team and presented my findings directly to the artist’s manager.
• The final deck was shared with the artist and used to inform internal decision-making around merchandise strategy, bundling, and release timing.
Project Objectives
• Analyze Competitive Merch Bundles: Research and benchmark merchandise bundle strategies used by peer artists during album and single releases, with a focus
on pricing, product mix, and fan incentives.
• Evaluate Fan Value & Conversion: Assess which bundle components most effectively drive purchase intent without diluting brand equity or perceived exclusivity.
• Support Strategic Decision Making: Provide management with clear, data-backed recommendations to inform merch bundle structuring for the album rollout.
Key Takeaways
• Insights on Fan Purchasing Behavior: Identified patterns in how fans respond to limited-edition items, apparel vs. accessories, and album-tied bundles,
highlighting which combinations create urgency without over-saturation.
• Strategic Merch Recommendations: Delivered actionable suggestions around bundle pricing tiers, item pairings, and release sequencing to maximize both
engagement and sales performance.
• Executive-Facing Research & Presentation Skills: Strengthened my ability to synthesize competitive research into a clear narrative and present insights directly to
artist management and stakeholders at the highest level.
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