Ecosystem Interview: Thomas Giles of StageBloc

Our partner ecosystem is one of Topspin’s greatest assets. From marketing and web design to fulfillment and distribution, these partnerships offer top-quality services from companies that integrate seamlessly with Topspin’s platform. But who are the mysterious men and women behind these companies? This interview series aims to answer that question. Today it’s time to meet Thomas Giles, co-founder of StageBloc.

Q: Who are you and what do you do?
A: The easiest and most relevant answer is that my name is Tom Giles and I am the co-founder of StageBloc, a digital agency dedicated to websites for the entertainment industry. Have you ever wanted to make a Topspin powered store by simply dragging and dropping products? Do you like the usability and ease of Tumblr, but wish for the flexibility and freedom of WordPress? That’s what we’re building at StageBloc, where we’ve developed an ecosystem of tools and services based off our industry focused management platform to help entertainers easily create and manage their own websites. Long term, we’re creating a unified portal through which an artist’s entire internet presence can be managed.

On a more personal level, I am a 26 year old data and loose-leaf tea addict, who has an affinity for sushi, and walks around on a surgically regrown hip, for which I spent the last eight years playing human guinea pig. In college I majored in Biology, studied Psychology, Art, and nearly every other subject available, and ran an independent campus newspaper and record label out of my dorm room. I have played in a regionally touring rock band, released albums under three different names, toured Germany’s cathedrals while singing in a children’s choir, worked in artist management while living in London, am a licensed high school Science teacher, and love architecture, traveling, and all things that fall under the broad category “art.”

At StageBloc I steer our creative direction, am responsible for internal and Special Service project design, and oversee our strategic planning and general company management. While I play a role in most things StageBloc, it’s our lead developers, Mike Branski (StageBloc’s other co-founder) and Greg Ipp who are the true geniuses turning all our plans into reality.

Q: Do you specialize in a particular type of artist at StageBloc?
A: No, we really don’t. We honestly take pride in giving the same personal treatment to everyone. Whether it’s a friend’s mom’s weekend jazz band, an independent Ramen-fed singer/songwriter, or a stadium-touring label-signed artist, we will gladly work with any artist. Better yet, we actually have the experience and tool set necessary to help artists of any type succeed. And since our staff combines experience from all sides of the music industry (including playing in touring bands, producing for local & larger scenes, and band & label management), we know what it’s like to be in our client’s shoes. These experiences help us better understand & relate to everyone we work with, and they guide everything we do.

We’re not just for musicians, either. From our industry-focused platform to our Special Services custom design and development shop, StageBloc specializes in the entire entertainment industry as a whole. We can help everyone from athletes, comedians, politicians, and movie actors, to professional hula-hoopers and daytime TV personalities.

Q: Has Topspin helped StageBloc do better work?
A: Yes, and that’s an understatement. The tools and services provided by Topspin make our lives and work incredibly easier… and have saved us an unimaginable amount of time, caffeine-induced, panic-driven all-nighters, and headaches. It is the ease with which Topspin’s services function that makes them so ridiculously useful and have propelled the company as the clear leader in its field. Simple tools, such as Topspin’s email for media (E4M) widget and the entire purchase flow are the most obviously beneficial and innovative ones that come to mind. With just a few lines of code, you can place them onto your website and begin leveraging Topspin in minutes.

While Topspin’s pre-built widgets are incredibly quick and easy to implement, it is Topspin’s API that has us beyond excited. Through it, we are allowed more control for customization and implementation. For example, by integrating with Topspin’s API, we have been able to build modules into our open source Front-end Framework allowing for storefronts and offer pages that dynamically pull images, titles, description, and purchase links from a client’s Topspin account. We have also created completely customizable HTML versions of the E4M widget, which allow greater control over their layout and work on all platforms. Just like the default widgets, by leveraging Topspin’s API these pre-built modules can be quickly implemented into an artist’s site with only a few lines of code.

Beyond the available tools & services, the most beneficial way Topspin helps us do better work is through its team of dedicated, hard-working, and highly skilled employees who always seem to be on the clock.

Q: Talk about some of the projects you’ve done using Topspin. You’ve definitely done some cool campaigns for the likes of Trent Reznor (How To Destroy Angels and The Social Network soundtrack).
A: It’s no secret that I’m a huge fan of all things Trent Reznor. So when StageBloc Special Services was given the opportunity to work on a project for his new band, How To Destroy Angels, I was beyond excited. Not only would we be working on a project that would become intimately associated with an absolute idol of mine, but we’d be collaborating with Rob Sheridan for the design. Rob effing Sheridan. It was a dream come true. A month later we had the opportunity to work on yet another Trent-centric project, this time creating a Topspin offer page for The Social Network’s soundtrack. The exposure generated from both campaigns accelerated internal growth like a gasoline-fed fire and has strengthened our determination to develop and expand our own direct Topspin integrations.

Beyond the increased exposure, both projects were instrumental from a technical standpoint in advancing our services and available tools. HTDA generated the basic layout and development principles that have since inspired numerous projects. TSN resulted in the creation of a proper HTML E4M widget plugin, which was built it into our Front-end Framework and freely released for all to benefit from.

In addition to the campaigns for Trent Reznor, the sites we’ve built for The Glitch Mob and Linkin Park have also had a significant impact on our services. As one of the first ever Special Service clients, we effectively created our Front-end Framework for TGM’s website. The site’s continued expansion and growth has propelled development of our own technologies and services forward with the added benefit of immediate, real-world use and feedback. For Linkin Park we collaborated with Topspin Pro Services to develop a mobile site promoting and selling concert tickets. Following the immense success of this campaign we have expanded and accelerated our own internal mobile plans.

While working on projects for TSN, Linkin Park, and Eminem has been “cool,” every campaign and site we work on is exciting. Some expand our services and available developer tools, while others allow for unique and interesting designs. Many introduce us to our next favorite artist, and others allow us to meet and make new friends. Every project is memorable and exciting in its own way.

Q: StageBloc is a somewhat unique partner in that you guys are also a software company. Can you talk a little bit about your business and how it can help artists who already use Topspin?
A: StageBloc can essentially be thought of as three unique components: (1) our custom, industry-focused, back-end management platform, (2) the ecosystem of tools and services built and released upon this platform, and (3) StageBloc Special Services, our in-house creative and custom design and development agency. All three work well together to provide a wide range of useful services for all artists. Artists already using Topspin can benefit directly from the extensive, pre-built integrations found in our open source Front-end Framework, which allows for rapid development of artist websites and integrates directly with both Topspin and the StageBloc platform. They can also benefit from the expertise of our Special Services division, which has designed and developed numerous Topspin powered sites. As we continue to grow our services, our focus at StageBloc is the artists and entertainment industry as a whole.

Custom built for the entertainment industry, the StageBloc platform provides a focused, flexible way to manage yourself online from a centralized interface. It provides the cornerstone for nearly everything we do. Our free, open source Front-end Framework interfaces with the platform’s API and allows any developer to quickly create custom artist sites on any server. The Framework also includes pre-built support for Topspin’s API, allowing for dynamic offer pages and stores, custom HTML E4M widgets, and a variety of other useful features such as automatic image resizing and carousel generation. Though it is best utilized to create StageBloc powered custom websites, the Framework can also be used independently to create dynamic, stand-alone, Topspin powered offer pages. Our Special Services division uses it for nearly all the work we do, so it’s always growing and being refined. Future Topspin-centric plans for the Framework include individual offer pages, HTML5 media players, and support for completely dynamic store generation.

While we have already created and released a wealth of Topspin tools, it is what we’re building next that has us extremely excited. Behind the scenes we are hard at work expanding our direct Topspin integrations to connect the StageBoc platform with our hosted, Tumblr-like sites and our Front-end Framework powered, custom websites. In short, we’re in the midst of creating self-serve functionality for Topspin powered websites, offer pages, and stores.

As of today, artists can benefit directly from our industry focused platform, our simple, hosted StageBloc Sites, and the services provided by our Special Services division. And for developers we provide our open source Front-end Framework.

Q: You guys have been working with Topspin for the last year or so. What have been some of your favorite features, and what features are you still waiting for?
A: The first features that come to mind as “killer” are Topspin’s E4M widget, API, and the dedication of its employees. But these are likely foremost in my thoughts because they have simply been available for as long as we’ve been utilizing Topspin. A recent feature that has us extremely excited is Spin tagging. Combined with Topspin’s API, Spin tagging will allow for numerous new capabilities and features… most notably the ability to create dynamic, Topspin-powered stores with type-based product organization and filtering. This is actually something we are in the process of developing and including within our open source Framework, and implementing for various upcoming new Special Service projects.

Looking forward, the upcoming features we are most excited for are expansions to Topspin’s API, which has direct implications to new features on our end. Internally we are in the process of expanding our direct Topspin integrations to provide layout management for Topspin-powered offer pages and storefronts. Through this and various related tools, we are working to provide entertainers (and developers) with services to simplify and expand their use of Topspin.

Q: There’s been a renewed focus on artists having great web sites, but they’ve morphed into hubs or jumping-off points for fans. Are there any valuable trends you’ve seen develop over the last year?
A: The most valuable trend has simply been the paradigm shift away from using profile-based services like MySpace as an artists’ central site. With their own custom website, artists have greater control over how they interact with and are presented to their fans. As an artist you seek to creatively define yourself through such mediums as music, album art, and live performances. A website and internet presence is the next logical canvas upon which to define and extend your creativity, especially when considering the increasingly connected and internet-driven lifestyles of today. With your own website, artists have absolute control over everything, including content and the data it generates. This allows for greater benefits beyond simple customization and control. Greater access to such data as fansite demographics and sales information means artists can better manage their own marketing campaigns and improve the business side of their enterprise. As the existing, label-driven industry collapses, tools such these will shape the future.

On a smaller scale, constant, dynamic updates and third-party service integrations are valuable trends fueling the growth and usefulness of artist websites. Services such as Twitter, Tumblr, and our own platform provide methods to simplify the process of creating and posting new content. By leveraging these to increase updates to your website, you encourage repeat visits and increase engagement. The more fans return to your site for fresh and engaging content, the more opportunities you have to connect and communicate with them. And that’s the key… fresh and engaging content.

Tools such as SoundCloud’s new audio recorder and uploader can help encourage fan interaction and crowd-source the creation of new content. Imagine allowing fans to record and upload audio files to your site. Combine this with a contest to remix your tracks and you’ve succeeded in engaging your fans, encouraging increased interaction, and allowed for the creation of exciting new content that can be shared with everyone. From here you can extend things even further by integrating with Topspin to provide prizes such as free VIP access or digital downloads.

By increasing opportunities for fans to interact, your website can serve to actively engage and expand your fanbase, and play a vital role in the marketing and expansion of your artistry. Opportunities such as these are severely limited and often impossible without the control a completely custom website provides for. And if you’re simply using your website as a hub or jumping-off point then you’re missing out on a wealth of opportunities to connect, leverage, and expand your fanbase.

Q: If an artist had $5,000 to spend on a site and marketing, how would you recommend they spend that money?
A: First and foremost: good design. Ensuring that your internet presence properly reflects the image you wish to convey is especially important in the entertainment industry. Good design directly influences the usability and effectiveness of a website while also impacting how easily the site can be updated and expanded upon for future campaigns and general growth. It also allows your website to act as an expansion of the entertainment experience, further pulling your fans in. After you’ve got a good design it’s equally important to allocate enough funds towards your site’s infrastructure and underlying code. This ensures that your site won’t degrade over time and buckle as it grows.

Hiring an established custom design and dev shop, like StageBloc’s own Special Services division, can help ensure that the entire process is done correctly and reduce future expenses fixing problems from improper initial work. By going in-house for both design and development you can also often reduce the overall project cost. Creating a custom website can be expensive, but as new technologies, such as those provided through Topspin, SoundCloud, and StageBloc’s own ecosystem of services and open source tools, expand, development costs are reduced even as the overall quality increases.

But keep in mind that having a good website isn’t everything. While it does provide the central hub from which you can control and best leverage the internet’s influence over your career, just having a good website isn’t everything. Saving funds for promotions once you’ve launched is a good idea regardless of whether you’re an established act or not. Some promotion options I would focus on include the innovative Ad.ly, increasingly influential Facebook Ads, and industry-staple Google AdWords.

Thanks for taking the time to answer these questions, Thomas!

To learn more about Stagebloc, visit their website at stagebloc.com and check out their work, or follow them on Twitter at @stagebloc .