ROCKY RODRIGUES | MERCHANDISER SPOTLIGHT

It takes a serious amount of passion, resilience and drive to thrive in the touring industry; traits that merchandise manager Rocky Rodrigues fully embodies.

Rocky's story is the perfect example of how determination and hard work can result in doing something you love every day. Being in the middle of completing her degree at college didn't stop her from pursuing a career in the music industry, and she has since gone on to become merch manager for As It Is.

First off, can you tell us a little bit about yourself, your experience, and how you got into this industry?

I’m Rocky Rodrigues and I am a touring merchandise manager who also freelances in the music and production industry! I have a B.A. in Psychology from UC Santa Cruz and actually started touring halfway through college; I completed my degree on the road! Next year marks a decade of doing this as a full blown career and I am still so giddy every time I slow down and really grasp that as a fact. I grew up completely in awe of the entire idea of live music. I did anything it took to get to shows to see my favorite artists; I watched every documentary they had and once I learned you could be a roadie, it was all I wanted to do!

As a teenager, I was very into a band called Crown The Empire and went to countless shows of theirs. I would take buses to shows in other states just to see them again. I became friends with them and their crew and eventually one of them took a chance on me. Their merch manager quit doing merch for them to start touring in his own band. He asked me if I would do merch for them and I said yes immediately. I didn’t even know how I would continue college; I didn’t want to drop out because I had gotten myself a full ride scholarship and it was very important to me to get my degree. I sweet talked my professors into letting me do my work remotely. I’d come back to campus to take midterms and finals, just to fly back out to tour the same day. I did whatever it took to do both touring and complete my degree and by some grand miracle and a lot of blood, sweat and tears, I did it! Since then, I never stopped touring (the pandemic doesn’t count!) and that’s how I got into this industry! 

You recently worked with As It Is on a short run of comeback shows in the UK alongside the release of their album ‘Never Happy, Ever After X’. What were some of your favourite moments from that tour, and what were you most excited for with their UK tour in September & their current US tour in November?

I think just being reunited with the guys was the best part. With the pandemic and their hiatus happening almost simultaneously, I hadn’t seen the guys since 2019! I was very very lucky to not only bond with them quickly, but to become family with them as well. They took me to Europe/UK for the first time and totally changed my life and career in doing so. Being at that first Brighton show on this short run and hearing that place shake with the first lyrics was one of my favorite memories. I got to see so many fans as well that had become regulars at the shows who totally embraced me as part of the crew.

To see them grow up and still be as dedicated and happy to see the guys back was just unbelievable. I am most excited for our upcoming tours to reach new levels. I don’t think As It Is is done reaching new peaks and highs in their career. They are the happiest they have ever been, the best musicians they’ve ever been, and being part of the crew that’s behind getting that show out to everyone is just a joyful thing, an honor really. They’re some of the best people I have ever met, and not just because they’re technically my employers. This group of people are just extraordinary and I’m excited for them to be back on those stages and get to showcase how happy they are to be back and to share our collective joy! 

What would you say is one of the biggest mistakes a young merch manager can make when they’re planning the merch for an upcoming tour? Any specific lessons you learned when you were starting out that have stuck with you over the years?

I would definitely say picking too many designs!!!! Not only does it take up way too much space that you probably don’t have as you’re starting out, but it can also just create the dilemma of too much choice. Starting out, I also found it very hard to stand up for the profit of the band. The first band I worked for always wanted to give their shirts away to friends or people they wanted to impress, but then be disgruntled that the sales were low. I think communicating with the band you’re working for before tours regarding comps is a lesson I learned over time. I was scared to speak up and say no to so many comps, and to also remind them that we needed to make money without stepping on their toes. But it is a business after all, and a good merch manager should be making their band money to continue touring/producing music. 

In this industry, one should always expect the unexpected. As much as you can try to prepare for any situation, sometimes things simply just don’t go as planned. What has been one of the strangest or trickiest moments in your career, where you’ve really had to think on your feet?

Oh man!!! I have honestly had quite a few! I’ve been sneaky and sold merch out my backpack around a festival that wouldn’t let us sell our own merch. We felt we had a better shot of making more profit without a cut if we just advertised where I would be on the band’s Instagram and take sales off the Square App on my phone.

During my first Warped Tour in 2017, we had a storm pass through and in a matter of minutes, we had a small stream ripping through the string of merch tents. We all helped each other gather all our boxes and totes on the tables to avoid all of our merch being destroyed. I grabbed one of the flags from the outside of our tent and clipped it between my tent and my neighbor’s tent with binder clips-creating a funnel that would push the water out of the tent as opposed to dripping in between the gaps of our tents. When you get past the shock or anger of a last minute screwball, it can be kind of fun to think on your toes and see how well you adapt. 

Being on tour can be tough on a person, both physically and mentally. How do you maintain your own well-being whilst on tour? Do you have any practices or routines you try to stick to?

I used to workout a lot! But as time has gone on, I’ve opted for a slower way of self care. I make sure I have a lot of protein bars with me on the road. As a vegetarian, it’s hard to always get a lot of protein anyways and some days you don’t have time to get a proper meal in you. Being full definitely makes an impact on my mood, so I’m always sure to have my own protein supply so I’m setting myself up for success.

I also make sure to allot time into my day, no matter how chaotic it can be, to do my makeup. It’s a time where I can just be alone with myself and really take time to check in with where I’m at mentally before a busy night behind the table. I don’t wear makeup because I feel the need to, it’s more of an opportunity for me to be artistic and creative during the day, and maybe a bit of glamour magic too! 

What traits, in your opinion, make for a successful manager?

Being organized and not being afraid to have hard conversations or ask questions. I wasted valuable hours when I was starting out trying to keep up with the band, rushing my work to hang out with them. Now, I couldn’t even fathom not taking the time when I have it to really keep everything organized and to always set myself up for success in the future.

I had a mentor once tell me, “If have the time to do it right, do it right then. Don’t wait.” It was simple, but it was really effective for me. Taking the time to set future Rocky for success is another big action in self love for me now. Things can and will always change on the road and this comes with having to have hard conversations from time to time with your employers. I was always afraid of being wrong about something when I was younger, that I sometimes wouldn’t say anything at all. I’ve learned that even conversations without a definite outcome or decision are just as beneficial. Finances can be stressful and don’t always bring out the best in people, but over time I’ve learned that staying on top of things and keeping a healthy, open line of communication with your band, the merch company, and management is of the utmost importance. 

When it comes to merch & touring, things can differ quite drastically between the US, UK and Europe. How do you prepare and plan for merch for a US tour compared to an EU tour, for example?

I definitely start with looking up the conversion rates in other countries so we can properly adjust our prices! I also make multiple sets of price signs that reflect different currencies in each country we plan on touring. And often in Europe, I try to learn the sizes of shirts, along with some common phrases in the language mostly spoken in a country that is not English dominant. I don’t want to lose a connection with a fan or a sale because I chose to not go the extra mile and adapt, you know?

With a US tour, I also have to adjust my ordering with larger sizes. It has become so common now for younger crowds to want very oversized tees, and that’s not really a trend I see when I’m overseas. 

What are your top 3 items you simply can’t live without when you’re on tour?

Portable chargers, Aquaphor lip balm, and my headphones! 

Who are some of your favourite bands/musicians you have on repeat at the moment?

My favorite band of all time that I always have on repeat is My Chemical Romance. Some other favorites are definitely Kid Bloom, Blackwater Holylight, Chappell Roan, and Amyl and the Sniffers!

Rapid fire round – finish the sentence:

a) When I’m not working, you can find me… At a local show or traveling to go see My Chem wherever they’re playing! 

b) My go-to meal on tour is… An iced oatmilk latte and an egg and cheese bagel, if I can find them! If not, classic pizza. 

c) My favourite part about working in the live music industry is… Every night I get to be surrounded by creatives and experience the bliss that is live music! I never get enough of watching people enjoy their favorite band, it is truly magic. 

d) Something people would be surprised to learn about me is… I was originally going to go to medical school to become a Medical Examiner! I had a huge life revelation around 19 that made me realize if I was going to sacrifice my personal life and connections with friends and partners, it would be for music and music only. 

---

Follow Rocky on Instagram.

Work with Rocky - rocky.rod22@gmail.com