Topspin Media

Interesting developments from D2C firm Topspin, which has returned to the headlines this week after a relatively quiet period armed with stats. Specifically, stats about the “average value of a fan” for music artists, based on a new feature on its platform to help artists and labels understand how much money they’re making from each fan. To promote it, Topspin has been publishing some numbers, estimating that across the industry, the lifetime value of a fan’s email address is $3.78 – that relates to direct purchases they’ll make from the artist, rather than any music, tickets and merchandise they buy from other sources. Topspin notes that this value rises for some artists: the average Arcade Fire fan email is worth $6.26, while Umphrey McGee (a band that has a long-established direct relationship with fans) has a whopping $32.96 per email address signed up to its database. Topspin also makes a link between discovery on streaming music services, signing up to email lists, and making purchases. “The revenue generated from music streaming services is not the end of the customer acquisition and conversion funnel. It’s the beginning. Streaming music services have the potential to become the conduit of more direct-to-fan relationships by enabling more consumption and greater discovery of artists.”

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