Week 8 Blog_Ellingson

TopSpin Media and It’s Affect On the Music Industry

Brief History

After Peter Gotcher, a co-founder of Pro Tools, had impacted the music world in terms ofpeter-gotcher_emmy-award1 producing and engineering sound, Gotcher knew that his mission to impact the music world was missing something.  So, in 2007, Gotcher started up TopSpin Media with the idea of providing a platform for varieties of different types of artists that were trying to make their work count as a way of living.  TopSpin is marketing web service that makes the process of connecting to artist’s fans a little easier in today’s art industry.  At first, TopSpin was only available on an invite-only basis, but luckily in 2011 it became open to the public.  This would forever provide an opportunity for aspiring artists to start a successful career.

Strengths and Weaknesses

Having a marketable service on the Internet is a huge plus because now anyone with Internet access can be eligible for the opportunity to get involved with TopSpin.  There are so many options and concepts relating to marketing that are wired into TopSpin.  For example, you can create, bundle, and manage current fan merchandise, observe and analyze marketing and recent sales data, manage the current fan base with by fan’s emails, and so much more.  Another huge plus is the revolution of digital ticketing.  Now all fans have to do is check their email after a purchase, click on the .pdf ticket, and then show the barcode to the ticket holder at the venue-a true game changer.  When talking about some weaknesses that TopSpin has been notorious for, most of these issues are related to customer service.  For example, many people have complained about the production and distribution part of the business, whether that be executing a shipped bundle of merchandise to the artist’s fans or being uncooperative with complicated purchases, like reimbursing customers/fans for faulty services on TopSpin’s side.  TopSpin has also been infamous for sneakily overcharging customers with random added on fees to some people who have memberships to TopSpin.

Notable Clientele

  • Trent Reznor
  • Kanye West
  • Tyler, the Creator
  • Kevin Smith
  • Maroon 5
  • Eminem
  • Linkin Park
  • Paul McCartney
  • Beastie Boys

TopSpin: Is it For You?

After extensively researching TopSpin and its features it has to offer to paying aspiring artists, it is safe to say that I’ve concluded that TopSpin might not be for me.  Given the weaknesses that I stated above, I just don’t know if I can put my money towards a web marketing service that is weak in its customer service category.  But, there are also some user friendly features that seem to make the process of connecting to fans a little more swiftly then other web services.  This being said, there is a possibility that I could give TopSpin a chance.  Although I am not you, I think it is fair to ask the question based off of my research of TopSpin: Is it for you?



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