Online Marketing Clinic
Discussion with Online Music Marketing with Topspin co-author and instructor Mike King, and Topspin CEO Ian Rogers
The Middle Class Musician
Ian discusses his concept of the “Middle Class Musician,” how the Internet has created unlimited channels for consumers, and how artists can earn a living and have success with their art under this new paradigm. Watch Now
Web Best Practices and Perfecting Your Offer Online
Mike and Ian talk about best web practices, the importance of choice and flexibility in artist offers online, and the toolset that Topspin offers to help facilitate these offers. Watch Now
How Social Media has Changed Online Marketing
Mike and Ian discuss the changing way by which consumers discover music, how Topspin analyzes and adapts their software to data, and how Topspin's expertise is worked into Berkleemusic's new course. Watch Now
Using Data to Direct your Online Campaign
Mike and Ian talk about the practical ways by which artists can use real data and analytics to help drive their online marketing campaign and estimate their revenue. Watch Now
The Revenue Potential of Direct-to-Fan
Mike and Ian talk about the average margin that an artist can see from a direct-to-fan marketing and sales campaign, and what direct-to-fan can do that traditional retail cannot. Watch Now
Sales Performance by Channel
Mike and Ian define how to gauge success by marketing channel, how Topspin's toolset helps artists to determine their performance against other benchmarks, and how a data driven campaign strategy can help artists to spend their online marketing time more efficiently. Watch Now
Online Course Overview
Online Music Marketing with Topspin details best practices with social media, branding considerations, niche marketing, how to build and support a fan base, online sales and offer strategy, effective communication techniques, how to use data and analytics to guide a campaign, and many more cutting-edge marketing strategies. Throughout the course, students will also explore Topspin's key features such as a content management system that hosts your media assets, a fan management system that collects, organizes, and analyzes fan data, detailed reporting features, e-mail management system, widget options, and more.
About the Authors
Mike King is the Associate Director of Marketing at Berkleemusic. Prior to working at Berklee, Mike was the Marketing/Product Manager at Rykodisc, where he oversaw marketing efforts for label artists. Mike is the course author of Berkleemusic's Music Marketing: Press, Promotion, Distribution, and Retail, which he teaches, along with The Future of Music and Music Marketing 101. His book Music Marketing: Press, Promotion, Distribution, and Retail was released by Berklee Press in October, 2009.
Full Bio: Mike King
Shamal Ranasinghe, Co-founder of Topspin, has been at the forefront of digital music product strategy and development for the past decade, and he has been responsible for defining software and service best practices for leading companies in the digital music space.
Full Bio: Shamal Ranasinghe