Do recording artists pick-up on emerging audience trends or do audiences follow artist trends? The answer is a bit of both. In this talk data scientist Jonathan Gosier shares methods on how the music industry is learning to apply data science to music listening audiences to boost revenue, maximize reach and improve engagement.

1. WHO INFLUENCES WHO?
#MADS17
@jongos

3. RISE OF THE DATAIST & REPERTOIRE

4. • 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 …

6. “It's our job to determine when we can
use the data and when we actually have
to use our souls.”
- Rayna Bass, 300 Entertainment
The Fader, “Who Will Survive When Migos Meets Big Data"

7. INTUITION INSIGHT

8. “…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, Migos
The Fader, “Who Will Survive When Migos Meets Big Data"

9. BIG DATA BOUJEE

10. 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.

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

13. “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

14. "Attention is a resource - a person has only so much
of it.”
- Matthew Crawford, UVA

15. Trend/News Jacking

18. Genre Mapping

19. Multivariate Segmentation

20. Multivariate segmentation helps surface
less obvious trends in sales channels
and helps eliminate sample bias.

21. Downloads + Streams + Retail Sales + Time

24. PREDICTIVE ANALYICS AND
STREAMING MUSIC

25. OPTIMAL PRE-RELEASE WINDOW
Ideal Timing
Full Window
Pre-Release Window / Weeks

26. Ideal
Spacing
Full Window
Spacing / Weeks
PRE-RELEASE SPACING

27. Unaffected
Minimally Improved
Greatly Improved
CountryRock
PRE-RELEASE WINDOW VISUALIZED
Moderately Improved
No.ofPre-Releases
Pre-Release Window / Weeks
No.ofPre-Releases

28. Unaffected
Minimally Improved
Moderately Improved
Greatly Improved
Rap/R&BPop
PRE-RELEASE WINDOW VISUALIZED
No.ofPre-ReleasesNo.ofPre-Releases
Pre-Release Window / Weeks

29. Unaffected
Minimally Improved
Moderately Improved
Greatly Improved
EDMOther
PRE-RELEASE WINDOW VISUALIZED
No.ofPre-ReleasesNo.ofPre-Releases
Pre-Release Window / Weeks

30. PRE-RELEASE WINDOW COMPOSITE
OF ALL GENRES AND ARTIST SEGMENTS
Unaffected
Minimally Improved
Moderately Improved
Greatly Improved
No.ofPre-Releases
Pre-Release Window

31. 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.

32. MEASURING ATTENTION & ENGAGEMENT

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

34. COMBINING MUSIC STREAMING DATA
WITH THIRD-PARTY DATA

35. Combining disparate data sets can
reveal hidden correlations.

36. Thank-You #MADS17!!!

37. CONTACT
Jon Gosier
@jongos @audigent
jon@gosier.org
gosier.org
“Let’s talk that top-floor New York type sh*t!”

38. WHO INFLUENCES WHO?
#MADS17
@jongos