American Rapper/songwriter Macklemore has been on the rise ever since his first album release in 2005. His much anticipated third album BEN was just released on 3/3/23 and has brought the artist a lot of attention this month across the media and his fanbase.
Around the time the album was released, we plugged Macklemore’s publicly available data into the Immensity system and through the use of data science and machine learning, it was able to find what platforms and metrics have actually been impacting growth. The results showed us that Facebook Page Likes had the strongest correlation/causation to fan engagement compared to any other online metric and TikTok followers had the strongest correlation/causation to increased streaming activity than any other metric.
The most notable increase gained in both of these metrics was around 3/5/23 - 3/11/23 immediately after the new album BEN was released worldwide.
Some of the strongest content shared around that time period were posts made to excite his fanbase following his new album release. Three of the most notable posts were surrounding his north American tour announcement, his recent performance on Jimmy Falon and a cover feature on American Songwriter magazine. While the initial news of the new album did make an impact on his fanbase, the real tidal wave of growth started to happen when sharing this exciting content after the album was released.
After looking at this data it’s clear that simply dropping the album certainly created some upward movement, but in this instance it was the follow up content that really made more of an impact. We think this speaks to having a strong promotional strategy post-release and scheduling show announcements, press opportunities and even TV appearances (for bigger artists) right after an album release. Promoting those follow-up pieces of content instead of just running ads that are specific to a traditional album release schedule could potentially get a better ROI.
The Immensity system leverages data science and machine learning and pulls in data from over 20 platforms and show you exactly what online activities are making an impact on audience, engagement or streaming.