I’m not writing this post so much because I love the song (though it’s pretty good).  Nor do I really think the video is spectacular (but certainly worth watching).  Nope, I’m writing this because I want to talk about Topspin Media.  Or more precisely, I want to point out what a fantastic idea the “self contained embedded player cum music store” is.

Simply put, imagine every viral media chunklet you’ve ever seen transformed into a fully functioning music store (literally) in a box.  Not only is it a fantastic step in removing control directly from the major distribution channels, but it utilizes the fundamental strength of digital media: the ability to produce infinite copies for free. By this I don’t mean that they’ve created some new monster of illegal filesharing, nor did Topsin really create a new way to download music; instead they’ve leveraged the way people already discover new music, through embedded and shared media.

Congrats to the Topspin folks.  I’ve been following this company for a while, and hope to see really great things from them in the future.

(Video via fistfulayen, the blog of Topsin CEO Ian Rogers)