Direct-to-fan platform Topspin is adding a path for brands to piggyback on artists’ fan communication with its Sponsored Spin program. The service lets brands pay for the cost of streaming certain songs from a participating artist via a widget, which fans can share with one another for free via Facebook, Twitter and so on. As fans sign up to get access to the stream, the advertiser gets access to the e-mail list built as a result (at least those who have opted in for both the band and the brand messaging).

Brands can also tap into Topspin’s backend metrics—such as geolocation data, fan Twitter/Facebook details, response data—to help create more targeted messages.

Participating artists include Mayer Hawthorne, Trace Adkins, The Static Jacks, Theft, Jennifer Knapp, Anberlin, Garrison Starr and John Carpenter.