Does Direct-to-Fan Marketing Really Work?

ShareThis

gigaom

The knock on direct-to-fan music marketing toolkit developer Topspin Media has always been that its tools work better for major label refugees and other established acts than for developing artists seeking to build an audience. The company, which offers “CRM-for-bands” tools that help sell deluxe editions and unique digital releases for the likes of Eminem, David Byrne and the Beastie Boys, has signed up more than 250 acts since launching last year. But now Topspin can point to Britain’s Fanfarlo as a case study of how it helped a band win over new listeners, garner it a growing international fan base, and ultimately earn it a major label record release. It’s a compelling example of how a worthwhile artist can use technology to get new fans, but only time will tell whether Fanfarlo’s story is a fluke — or an example of a path that independent bands looking to catch a break need to follow….