Teen girl band Fifth Harmony doesn’t have an album out yet, but that’s not stopping Sony from rolling out products like Wet Seal clothing and Barbie dolls devoted to the group. The label is testing a merchandising-first strategy in hopes that licensed products will build buzz for the band rather than the other way around. The girls have a “rabid” social media following, and their fans, known as “Harmonizers” have already bought almost a million of Fifth Harmony’s individual tracks—all of which points to the possibility that the “followers first, record deal second” concept has already come true. (WSJ)
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