music releases and the effect in social media
DESCRIPTION
A social media analysis using Alterian SM2. This is focused on the music industry since early April.TRANSCRIPT
Background As you may know or not know I'm a huge music fan and a social
media junky (please do not call me a social media guru). That being said I've put together a small analysis focused on many of the largest albums out over the last six months. The opinions expressed below are mine and not of my employer Alterian Inc.
Nearly a month ago I put out a handful of tweets after listening to the first single off of Eminem's Recovery and I settled on the following set of artists to run in SM2
Eminem - Recovery Lady Antebellum - Need you now Ke$ha - Animal John Mayer - Continuum Stone Temple Pilots - Stone Temple Pilots Usher - Raymond v. Raymond Lady Gaga - The Fame Jack Johnson - In the Sea Godsmack - The Oracle Drake - Thank Me Later
SetupDetails
Setup in Alterian SM2• Artist + Album Name•Filters Into Category (tags)•No limits on Language or Country*Spam filtering enabled
Setup in Alterian SM2
Trend Analysis
Analysis•Nearly all albums leak now, and social media fuels the sharing of downloads.
•When a album leaks the spike of the leak is nearly always larger that the actual album release date.
•The social media drop off is not nearly as steep on a week over week basis vs. the drop in album sales.
The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums. *Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.Is Rock Dead? - From the social media data points, not much is being talked about here.Eminem & Drake's new albums dominated the conversation from June going forward.
Daily Volume
Competitive Analysis Artist vs Artist
Totals
Competitive Analysis Artist vs Artist
Analysis
•The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums. *Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.
•Is Rock Dead? - From the social media data points, not much is being talked about here.
•Eminem & Drake's new albums dominated the conversation from June going forward.
Totals trend over time
Eminem vs. Drake
Eminem vs. DrakeAnalysis
•The patterns between Eminem’s & Drake’s releases are eerily similar.
•As highlighted before the leaks had equal to if not more conversations that the actual album releases
Eminem vs. DrakeEminem – Recovery Milestones
•4/30- Not Afraid Single Released•5/24- Album Artwork Released•6/8 – Album Leaked•6/21 – Album Released
Eminem vs. DrakeEminem – Recovery by Social Media Type
Social Media Type Posts
Microblog4179
1Message Board/Forum
12823
Media Types - Other1271
5Social Network 6077Blog 5291Video/Photo Sharing 2801Wiki 2634Analysis• Message
boards appear to break the story
• Twitter then takes off with the conversation
Eminem vs. DrakeAnalysis
•Since the first leak of Not Afraid the majority of feedback was positive.
•When the album was released a huge spike in positive opinion.
Sentiment Analysis of Eminem - Recovery
Eminem vs. Drake
Social Media Posts Record Sales SM Drop Sales DropLeak 31122 0Week 1 26433 741,000 85%Week 2 11607 313,000 44% 42%
Album sales figures from www.billboard.com
Eminem vs. DrakeDrake – Thank Me Later Milestones
•4/29- Official Album release date announced•5/22- Official Track List Released•6/2 – Album Leaked•6/15 – Album Released
Eminem vs. DrakeDrake – Thank Me Later by Social Media Type
Social Media Type Posts
Microblog1822
2Media Types - Other 7576Blog 4622Message Board/Forum 4258Social Network 2941Video/Photo Sharing 1078Wiki 827Analysis• Much like
Eminem’s data message boards break the story
• Twitter then takes off with the conversation
Eminem vs. DrakeAnalysis
•Very positive initial reviews when first album tracks were leaked.
•When album leaked slight majority of posts were negative.
Sentiment Analysis of Drake – Thank me later
Eminem vs. Drake
Social Media Posts Record Sales SM Drop Sales DropLeak 14525 0Week 1 12466 447,000 86%Week 2 5649 157,000 45% 35%Week 3 3234 105,000 57% 67%
Learnings
Social Media is driving much of music today knowing this labels must be proactive in promoting via social channels.
Promotion can be driven via twitter, Facebook but you cant forget the community in the boards.
A good product helps , as reflected by the sales figures.