Capshaw's business model is that of bands like the Grateful Dead and Phish, who for years ran mail order presales of their concert tickets to their biggest fans. Most mail orders involved fans mailing in forms, money orders, and return postage in the event the order could not be filled. In 2005, Musictoday became the official in-arena merchandise vendor for Madison Square Garden. On August 1, 2006, it was announced that Musictoday was sold to major concert promoter Live Nation. Musictoday became a division of Live Nation subsidiary Ticketmaster until 2014, when the merchandise e-commerce division was sold to Delivery Agent, a multi-channel e-commerce provider focused on television. In 2017, founder Coran Capshaw re-acquired Musictoday following the bankruptcy of Delivery Agent.
Musictoday is also the sole-source fulfillment contractor tasked with the distribution of products manufactured and marketed by Zappa.com. A company specializing in the sale of CDs, films, and various ephemera related to the late musician and composer Frank Zappa, Zappa.com is owned and operated by Zappa's widow, Gail Zappa.