who influences who

WHO INFLUENCES WHO? #MADS17

@jongos

RISE OF THE DATAIST & REPERTOIRE

• to discover talent • manage digital distribution channels • turn analytics into strategy • bring insights into the recording process • manage audience data • optimize digital marketing

D&Rs use data to …

“It's our job to determine when we can use the data and when we actually have to use our souls.”

- Rayna Bass, 300 EntertainmentThe Fader, “Who Will Survive When Migos Meets Big Data"

INTUITION INSIGHT

“…I don't talk that top-floor New York type shit.

That ain't my business. My business is to make music. I'm an artist."”

- Quavo, MigosThe Fader, “Who Will Survive When Migos Meets Big Data"

BIG DATA BOUJEE

What Does a D&R Campaign Look Like?

collect & analyze audience data from Social APIs measure conversion rates from digital channels

hyper-local targeting/marketing campaigns real-time campaign optimization

influencer marketing

…looks a lot like the conference going on across the street.

“Music is moving towards an attention economy.” - Dorthy Hui, VP of Digital, Sony Music

“A wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

- Herbert A. Simon, Economist

"Attention is a resource - a person has only so much of it.”

- Matthew Crawford, UVA

Trend/News Jacking

Genre Mapping

Multivariate Segmentation

Multivariate segmentation helps surface less obvious trends in sales channels

and helps eliminate sample bias.

Downloads + Streams + Retail Sales + Time

PREDICTIVE ANALYICS AND STREAMING MUSIC

OPTIMAL PRE-RELEASE WINDOW

Ideal Timing

Full Window

Pre-Release Window / Weeks

Ideal Spacing

Full Window

Spacing / Weeks

PRE-RELEASE SPACING

Unaffected

Minimally Improved

Greatly Improved

Coun

tryRo

ck

PRE-RELEASE WINDOW VISUALIZED

Moderately Improved

No

. of P

re-R

elea

ses


No

. of P

re-R

elea

ses

Unaffected

Minimally Improved

Moderately Improved

Greatly Improved

Rap/R&

BPo

p


No

. of P

re-R

elea

ses

No

. of P

re-R

elea

ses


Unaffected

Minimally Improved

Moderately Improved

Greatly Improved

EDM

Other


No

. of P

re-R

elea

ses

No

. of P

re-R

elea

ses


PRE-RELEASE WINDOW COMPOSITE OF ALL GENRES AND ARTIST SEGMENTS

Unaffected

Minimally Improved

Moderately Improved

Greatly Improved

No

. of P

re-R

elea

ses

Pre-Release Window

Predictive analytics can be used to anticipate audience engagement and plan for it.

The rise of programmatic audio and digital music marketing makes this valuable for campaign optimization.

MEASURING ATTENTION & ENGAGEMENT

Big Audiences and Strong Engagement metrics are the new ‘Platinum’ and ‘Gold’ album.

COMBINING MUSIC STREAMING DATA WITH THIRD-PARTY DATA

Combining disparate data sets can reveal hidden correlations.

Thank-You #MADS17!!!

CONTACT

Jon Gosier @jongos @audigent

[email protected] gosier.org

“Let’s talk that top-floor New York type sh*t!”

mailto:[email protected]

http://gosier.org

WHO INFLUENCES WHO? #MADS17

@jongos

who influences who

Marketing