An unsigned band's success story. Via TopSpin forum.

This success story is almost entirely the result of efforts by my friend Mike Pooley, who works at Mountain Apple Company and is about to go free-lance to offer his digital marketing services to the world! “These efforts are a great example of how an artist can capitalize on viral buzz. By linking to their free-download offer from the YouTube video, Mountain Apple Company harnessed the video’s exposure to increase their fan base. Their store is beautiful & well-designed, and their marketing efforts drove direct-to-fan sales around the globe.”

‘Ian Roger’s presentation from New Music Seminar Los Angeles, February 2011.’ A great overview of how bands have used Topsin and online marketing to great success. Some good takeaways here: a) Don't sell anything until you have a few thousand people on your mailing list, b) Until that point, focus most of all on getting known, c) Do something small every week and something big every month, d) Communicate honestly and treat your fans well.

"Commercial concerns are both implicit and invisible in the consumption of content."