Here at Topspin, we’ve started a new chapter in recent weeks under new ownership. We’re hard at work on new features and platform improvements that we’re excited to share with you in the coming weeks and months. In the meantime, it’s business as usual and that means helping artists of all sizes power great direct-to-fan campaigns.
A key strength of direct-to-fan is the flexibility it allows, outside a traditional retail setting, to offer a variety of packages at different price points and then let your fans decide how much they want to support you. Offering just a CD and perhaps a t-shirt leaves money on the table and misses a great opportunity to form a deeper connection with your superfans by giving them something out of the ordinary.
Jason Mraz has a great track record of going the extra mile for his biggest fans- check out these special gift boxes he put together last year- and the preorder campaign for his new album Yes! (produced by Mike Mogis- nice!) is no different. Beyond the standard CD or download, there are a variety of bundles including an iPhone cover, a t-shirt, a poster, and a journal made from recycled tour posters. The top package though, limited to 50 worldwide at $499 and now sold out, included a custom-designed Baby Taylor acoustic guitar featuring the album artwork. Jason has called Yes! his first acoustic album, so offering these custom guitars is an appropriate choice and a neat extension of the sound of the new record.
Legendary guitarist Joe Satriani also offered his fans something truly unique recently, with a boxset containing all his studio recordings on two USB drives, housed in an eye-catching “Chrome Dome” of his iconic image.
Priced at $185 and also offered in a bundle along with signed copies of his memoir, the boxsets quickly sold out, showing that you don’t necessarily have to have a new album on the way in order to give your superfans something special.