Bandier duo founds Resonance Co. to support local artists with merch
From tote bags to t-shirts, Syracuse-based merchandise company, Resonance Collection, prints local bands' designs at CnyShirts. The merchandise company splits its revenue 50-50 with artists. Courtesy of Resonance Collection
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Syracuse University senior Diya Gupta misses the live music scene that Syracuse had when she was a freshman. When she saw an opportunity to incorporate her love for the industry with expanding the music scene, she jumped at the chance.
“I wanted to help artists stand out,” Gupta said. “Creating an opportunity for artists to be unique is what I strive to do.”
For Gupta’s capstone project in The Bandier Program for Recording and Entertainment Industries, she decided to team up with SU senior Grace Malone to execute an idea they’ve had since freshman year: a merchandise company Resonance Collection.
Resonance Co. partners musicians and illustrators to create clothing pieces that represent their bands. Jake Robinson, member in the band Quantifier and lead screenprinter for Resonance, prints the shirts locally at CnyShirts. The products range from tote bags to band t-shirts.
“They’re pieces that you can keep forever,” Malone said. “That’s what the Resonance Collection is all about.”
It’s currently partnered with the local Syracuse-based bands Char and Mimicking Mars. On Saturday, Resonance Co. is hosting its first in-person merch drop selling Mimicking Mars t-shirts and totes during the band’s set at Funk ’n Waffles.
In Bandier’s capstone course, BAN 483, Gupta, Resonance Co’s production director, and Malone, the creative director, were tasked with building a business that generates revenue. The duo settled on the idea for Resonance Co. due to their shared interests in fashion, music and fan merchandise.
“It’s harder for artists to make revenue nowadays,” Gupta said. “We want to revitalize the local music culture and produce locally. It’s community-oriented, we produce locally, and we uplift other artists.”
The duo hopes Resonance Co. inspires local artists and keeps the live music scene alive, Malone said. With social media and “dwindling attention spans,” engaging with art has become even rarer and more difficult to do, she said.
Gupta has a background in digital marketing, and Malone in artist management. They have been planning to collaborate on their capstone since they became friends freshman year, Gupta said. By meshing their skills together, Malone said they help artists in a tangible way, with apparel and physical products.
SU senior Chris Mastellone is one of Resonance Co’s illustrators. At Resonance Co., Gupta and Malone match their illustrators with bands to create a streamlined brand and visual look. Mastellone is an illustration major and got involved with Resonance Co. last semester due to her love for local indie music, she said. Malone reached out to Mastellone, asking her to create designs for Mimicking Mars.
On Saturday, Resonance Collection will be hosting its first in-person merch drop during Mimicking Mars set at Funk ’n Waffles. They will be selling t-shirts and totes adorned with the band’s art. Courtesy of Kylie Raine
“I had a lot of creative freedom to do whatever I wanted and it was a smooth process working with them,” Mastellone said. “I was able to support the band and do it in my style.”
Resonance Co. aims to function like a professional business, Gupta said. Gupta and Malone approach bands and illustrators, pairing artists with similar styles. While other merchandising businesses tend to operate on a 70-30 or 60-40 split between merch companies and artists, Resonance Co. splits their revenue 50-50, Gupta said. Gupta said it is important to her and Malone that the artists get compensated profitably. It sets them apart from other similar businesses, Malone said.
“Right now in the music industry, we see that it is difficult to capture and keep an audience,” Malone said. “We both really care about music, and Resonance is a way to keep the music scene alive.”
Mastellone said Resonance Co. also supports her professional goals since it gives the artists and owners a “glimpse into their potential future careers.” Everyone involved with Resonance works toward the same goal of creating merchandise, but they are “free to create and explore” as they do so, Mastellone said.
Getting to do professional level work supporting a cause she is interested in is an amazing opportunity, Mastellone said. It has shown her freelance opportunities she can pursue after graduation, she said.
As Bandier seniors, Gupta and Malone said they have been supported by faculty and an “amazing network of creatives” who have guided them in their work. Malone said they have learned how to market themselves, build a brand and collaborate creatively. They’ve adopted an “artist-forward approach,” prioritizing support of local live music.
“I learned how to open up a Shopify page and organize sales, all things that seem confusing looking from the outside,” Gupta said. “Our peers in Bandier have been incredibly helpful for feedback as well.”
Malone and Gupta hope students can relate to Resonance Co. and find joy in their mission and music passions, while continuing artist-first practices long after they have graduated.
“It implores people to create unique opportunities for artists because we all engage with the music industry in some way, and musicians create for us,” Malone said. “Students should care about this because artists care about us, so it’s time we care about them.”
