Here’s the reality, plain and simple. If you are someone who works in the music industry and you’re not using proper modern data science, you are missing out on major opportunities. Hard stop.
In the world of digital marketing (especially in the music industry) there are massive sets of data that exist for every artist, label, brand, company, etc. Looking at high level trends is one thing, but each artist has their own unique dataset, and in each of those datasets there are patterns specific to that artist that should be known and addressed.
It’s such an overwhelming amount of data - all the social media, marketing and streaming data for each artist - that it’s impossible for any single human (or even group of humans) to process and make sense of in a way will help truly maximize growth as effectively as possible.
The harsh truth is that if you’re not utilizing proper data science tools, you’re at a disadvantage. If you’re not looking into this data with the right methods, you’re simply waisting time on opportunities that might not pan out, you’re focusing on opportunities that have less ROI than others. Most importantly, you’re missing out on opportunities you didn’t even know were there.
Here’s a great example.
We went into the Immensity database of millions of artists and in minutes pulled in publicly available social media and streaming data from over 20+ platforms for the alt-rock band Wilco. (A Chicago based, grammy winning act with a massive, passionately dedicated fanbase. Active since 1994).
When looking at their results, we discovered that what was having the biggest impact on their streaming numbers and audience growth was user generated content on TikTok. Meaning that fans have been sharing their music so much on TikTok that it has driven people to stream their music more than any other platform has.
This band doesn’t even have a TikTok.
We imagine the band and team is at least monitoring TikTok to some extent, but given the fact that the band isn’t even present on the platform, there’s a good chance they’re not monitoring as much TikTok activity as they could be, and they probably don’t have full insight into how well this channel is performing in relation to helping them grow.
Monitoring UGC is one thing, but actually measuring with statistics and machine learning how much that UGC is helping grow a digital presence is far more impactful. Understanding this information can drastically improve a teams content and marketing efforts. For instance, perhaps after understanding this relationship bewtween UGC and growth, the band’s team would be more apt to get on this platform to interact and engage with users who are showcasing the bands music in their content. From there they might even have an opportunity to promote on the platform to influence more of this type of content.
Now imagine monitoring which platforms are performing well with digital growth, with this level of data science on a daily basis. It can put teams way ahead of the game when planning marketing strategies and able to proactively seize opportunities to reach their audience where there their fanbase is clearly thriving.
The lesson is, don’t let your audience elude you. Don’t let them hide in the shadows and be left wondering how and where to reach them. Use proper tools and take control of your data to be one step ahead of where your audience might be flocking to.
By utilizing this type of analysis, any artist or team will know what to expect and will have a leg up on managing marketing campaigns and other areas of their digital presence.
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.