Online Music Marketing and Artist Promotion

Most of the comments at the recent Digital Music Forum West in Hollywood, CA painted a nasty-ugly picture of the state of the music industry. There were statistics spewed demonstrating the drastic decline in music purchases via digital downloads, CD sales and the like. This is no surprise to me, the old music industry model is not long for this world. Music appreciators no longer feel that they need to pay for music. People who had been paying for music are now paying less due to the continued decline in the industry coupled with the continued decline in the economy at large.

There was at least one optimistic voice of note at the event. I am generally an optimist and am usually interested in the negative point of view for the sole reason of trying to find the silver lining in the situation. I didn’t have to try hard this time. The comments of James Lamberti gave me just what I was looking for.

James Lambertiis the Vice President of marketing & Artist Services at the company Topspin. Topspin is a music marketing firm that specializes in helping artists promote and sell their products online. Lamberti insisted that all was not lost. Sure musicians aren’t making the kind of money that they used to from digital downloads or CD sales, but there are other ways for musicians to generate revenue. According to Lamberti Topspin Musicians are finding some success by offering bundles of goods and premium-priced packages with high profit margins. Lamberti went on to say that Topspin artists are seeing average revenue of $18 per transaction. This is more than what the average album sells for digitally or even in a physical CD format.

I can’t say for sure at this time that Topspin is a good company. I have not conducted a formal review. Therefore, I am going to need to know more about what Lamberti and Topspin are doing. I will be investigating further if Topspin artists are really finding ways to monetize their brand and what exactly Topspin is doing to assist them.

Tom Siegel

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