Since I have been following the musical career of Clay Aiken, I have read many articles on the music business. When I read some of them, I think about how the information might affect Clay’s career. Being that Clay is an intelligent young man who has surrounded himself with business experts, I realize that he knows all about these topics. However, I can’t help but be interested in what is going on in the music industry these days and try to keep up with the latest news.
Digital Music News published an interesting article on Monday about music marketing in today’s world. They reported on a speech by Bob Moczydlowsky, the Vice President of Product & Marketing at TopSpin. Bob was one of the featured speakers at the Music & Entertainment Industry Educators Association (MEIEA) conference in Los Angeles. Bob said the top three marketing platforms are:
According to Bob:
“We see about 30 percent of direct sales from artists coming from email.”
Some people at the conference were surprised that Twitter was listed at number 2. Bob backed up his choice by saying:
“Twitter is an extremely efficient platform meaning that it’s very easy to retweet. If I send a message out with a url that links back to my product offering or my free giveaway or my marketing message, it’s very easy for people with just a couple of clicks to spread that and create more impressions.”
Bob didn’t list YouTube in his top three marketing strategies. He feels YouTube is valuable, but the site does not drive people to any other place besides YouTube. Bob said that it’s hard to sell stuff on YouTube.
Moczydlowsky ended his talk with a suggestion to musicians:
“If you’re an artist, just spend all of the time on the art that you create. Find a partner that you trust that understands the way the web works and the way people interact with your artwork and can run that relationship with your fans.”
It certainly sounds like good advice. The desire to try and do everything must be very difficult to pull away from.
Is Bob Moczydlowsky a credible expert to speak on this subject? Well, he works for TopSpin………
Founded in June 2007, Topspin is a leading-edge provider of marketing software and services that help artists and their partners build strong businesses and brands. In 2008, Billboard Magazine named Topspin Indie Visionary of the Year.
According to their site, Topspin provides a comprehensive tool kit to help musicians promote their art, connect with fans, and build a business.
- Topspin media players stream high-quality audio and video, and can be played & shared anywhere – from websites and blogs to Facebook feeds and mobile phones.
- Connect with fans via email, Facebook, or Twitter in exchange for free downloads. Analyze fan data and send targeted email blasts.
- Customize a pro-grade store with a few clicks, and distribute offers across the web. Sell digital and physical media, merchandise, tickets, fan club memberships, or anything else the artist can dream up. Topspin’s built-in fulfillment can ship orders around the world.
- Sell tickets directly to fans. Offer VIP ticket packages, meet-and-greets, and backstage access. Sell tickets for a flat retail price, and save customers from extra fees and charges.
Topspin serves over three thousand artists including musicians, filmmakers, and authors, including Paul McCartney, Eminem, Paul Simon, Steve Martin and Carole King/James Taylor