I am taking the new year as a chance to update a bunch of things with Dance Party Massacre. It’s a great time to solidify some ideas, change a few things, and step into new territory. (Take advantage of the 50% off sale happening in the store, which will make way for new things to come.)
Below is a look back on the past year, and a look into the next one. Some of the points may seem small, but in my mind it’s all important in moving forward. Thank you to all who’ve supported Dance Party Massacre, and I hope you like what’s in store!
-Alex
This past year of 2009 was a big year of experimentation and diversification. Now that DPM was getting known for something, I wanted to expand on ideas, play around with it, and see what failed and what succeeded. Some of the biggest stepping stones are below.
MORE DESIGNERS/HELP – While I usually refer to Dance Party Massacre as “us” or “we”, I think most people know it’s really just “me”. I do this because it’s not just my line, but everyone who buys it and supports it as well. This year allowed me to sound less crazy, because I reached out to a bunch of people for their help.
New designers pumped fresh blood into the line.
Great artists and designers Matthew Skiff, Jessica Hess, Lee Luker, and Mario Jalbert worked on apparel designs, and Ryan Gibeau, Lara Callahan, and Matt St. Gelais were brought in for photo and video. I also continued to grab people for help at events and to model products, and DPM has taken up a spot in NH where all inventory and S&H takes place.
(On a personal note, it’s been great to see how many friends I’ve been able to bring into this, and also the new friends/fans/connections I’ve met through DPM.)
DIVERSIFIED PRODUCT – Including leveraging other designers for different skills and playing around with printing treatments, this past year saw the release of our first crew neck, first hoodie, expansion of accessories, and our first women’s specific design. It’s really been fun incorporating the idea of the brand into more areas.
2009 saw new accessories, expansion beyond tees, and something just for the ladies.
THE DPM BLOG -I constantly pull images, video, music, and inspiration that I think can be used for the line, and probably 80% doesn’t make it into apparel. This blog has allowed me, personally, to just post and express things I find interesting, but also draw people into the line who have similar interests. Chances are if you like what’s up in the blog, you’ll like DPM.
With the blog integrated into the website this year, it’s been right up there with the online store in popularity.
SPONSORSHIP – More than ever I reached out to musicians, DJs, artists, and groups that fit into what Dance Party Massacre is about. We supported each other, spread the word, and helped build fanbases through our connection. It wasn’t all about official sponsorship—It’s good just to interact with people with people you respect and trade words of wisdom (and often clothes!).
See some clips of Dance Party Massacre on people here.
SOCIAL NETWORKING/MEDIA – This year saw the expansion of our Facebook page (and non-expansion of our myspace page) with updated media and news, as well as the opening of the DPM Twitter account which has been consistently updated since it’s launch in April.
This year also also saw DPM create original videos giving another look into the line. (You can view them at our YouTube Channel)
For 2010 I am going to have to switch gears a bit. After enjoying the idea of starting a business, developing what DPM is about, and having some fun, it’s gotten to a point where Dance Party Massacre should become a business, and not just a side project.
I always took DPM seriously, but now that commitment to it is greater and hours dedicated are longer more is expected from the line (more people looking too). This is not a bad thing (a great thing!), but it’s become a “Step Up or Step Aside” situation. Below are some points to work on in 2010.
FUTHER DIVERSIFICATION – Graphic tees will always be the base of the line, but giving customers more options is important. It’s also fun for myself to try out new things, so the hope is to research and come out with more types of products while still fitting in with what Dance Party Massacre is about. Continuing to work with other designers is also part of it.
UPDATED BRANDING – There won’t be a drastic makeover, but as the line transforms so will how it’s represented. Some things have already taken place (updated hang-tags, DPM branding), and others will come gradually. There are decisions currently being made on product shots, online shopping, apparel branding, etc. The biggest thing you will notice is a refreshed website come next month.
ARTIST COLLABORATIONS – The goal is to work with artists and designers on a more high-profile set of designs that feature their name and style in a limited series. There are a lot of talented people out there I’d like to work with to create something interesting, whether they be friends or just people I respect.
MEN’S & WOMEN’S FOCUS – From the start, men have gravitated toward DPM greater than women. It may be the subject matter, but it’s something I plan to figure out this year. Currently this means offering more women’s specific product from designs to silhouettes.
MORE STORES – 2009 actually saw (with no thanks to the economy) a bit of a dip in how many stores carried DPM. New shops carry it now, but some others closed. There are still plenty of stores out there who may be interested in the line, and a recently updated catalog is already being used to contact shops, especially outside of the Boston/New England area.
INCREASED ADVERTISING/PRESS – Starting last month I took bigger steps to reach a larger audience by booking adspace online at sites like Rumplo, Indie Krush, and YouTube. There will also be a larger initiative to contact magazines, books, and newspapers (right now DPM may end up in a t-shirt book) to reach an audience beyond online.
Related posts:
Goodluck for 2010, Alex. I think with your drive and passion it will be a great year for DPM.