When It Comes To Music Marketing, Data Is Power

When It Comes To Music Marketing, Data Is Power. Using the power of social media and streaming sites like YouTube, a young talent can become an influencer. Data has always been integral to my work. Others in the music industry are prioritizing data in their work now, too. For music marketing purposes, we can use data to break down which of those millennials like hip hop and which like EDM, and then see how those two sub-groupsí behaviors differ. Knowledge like this can inform when, where and how to post music and achieve hit-making results. Whenever we work with a client, everything is measured, from the level of engagement, number of posts, time of posts, the frequency content is produced and shared, which countries were targeted, etc. We have even invested in data analysts and software engineers who follow trends and spot patterns in social media and live streaming. Itís not just the music industry; data has been beneficial and transformative for all organizations that touch on digital. Maybe itís learning that your customersí peak engagement on social media is at 9 a.m. so you start posting your best content then or that one of your products is favored more by women so you invest in targeting them specifically.

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Not that long ago, music marketing relied on sending press kits and mixtapes to DJs, radio stations and journalists. However, the tune has changed; marketing and PR in this industry are no longer limited to paper and postage stamps.

Some say digital changes like streaming and illegal downloads have made it impossible for artists and labels to make money, especially if theyíre independent. Others, such as

Whatever your view, digital can be an incredible tool for young artists to get themselves noticed ó and heard. Using the power of social media and streaming sites like YouTube, a young talent can become an influencer. How do they do it? For some, itís a natural gift or luck. Others are digitally savvy and have learned to capitalize on data.

Data has always been integral to my work. Having launched and sold numerous social media marketing firms, I need to read numbers and apply that information to campaigns to drive results and generate hits for clients. Whether itís a viral video, a trending spot on Twitter or doubling Instagram followers, I see and create value online. Others in the music industry are prioritizing data in their work now, too. Warner Music just named Vinnie Freda as the companyís

Companies arenít just flocking to data because they see dollar signs ó they see demographics, differentiating audiences and disruption. Take the aforementioned millennials, for example; itís become almost laughably common for the media to reference them as a monolithic, homogenous group.

For music marketing purposes, we can use data to break down…

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