How Chartmetric Harnesses Data to Make Marketing Much Easier

How Chartmetric Harnesses Data to Make Marketing Much Easier

Where's the traction, exactly?  Chartmetric follows the major music platforms for the biggest signs of life.

Where’s the traction, exactly? Chartmetric follows the major music platforms for the biggest signs of life.

Fans today have instant access to a huge amount of music in the digital age. But few releases exceed the noise level. In an effort to change that, Chartmetric is helping artists harness data when marketing leads and pursuing long-term professional success.

What’s the biggest hurdle facing new music releases today? The changing demographics of the fan base and unpredictable social media trends are two factors that make it difficult to conquer. But the most immediate cause of disappointing commercial success may be the sheer volume of new releases.

According to CEO Daniel Ek, an impressive 70,000 songs arrive on Spotify daily. And podcasters download an average of nearly 3,300 new programs per day, based on data disclosed in the company’s third quarter 2021 earnings report.

These are intimidating numbers, although the Chartmetric data analytics platform has helped artists tackle this avalanche of content with data. According to Chartmetric, data is now the most critical element of effective marketing strategies.

In most cases, the massive supply of music (and other audio content) is not complemented by massive marketing and development follow-up, although a carefully tailored promotional campaign is imperative if the songs are to go their separate ways. from the crowd of almost half a million tracks that hit the premier streaming service every week.

A combination of social media campaigns (paid and organic), emailing, and attempts to secure playlist locations are some of the most common music marketing strategies today. And as many artists, professionals, and stream totals attest, some of the efforts pay off, while others fail to make a splash.

Both outcomes (and intermediate outcomes) lack a comprehensive intelligence dashboard through which teams can visualize, analyze, and act on an aggregate data set to maximize the reach of the music.

As an essential (and often overlooked) part of promotion, data enables informed decision-making before and after a song’s release. This has been a core philosophy at Chartmetric for years, although the company is now partnering with DMN to spread the gospel further.

Chartmetric allows users to follow social platforms such as TikTok, Instagram, and Facebook, among others, instantly displaying followers, likes, retweets, and an abundance of other information. Users can filter these results by time period as well as by geography, demography, and more.

The same goes for Spotify, YouTube, and other leading streaming platforms, with subscribers, monthly listeners, and fan conversion rate (a follower-to-listener ratio) easily tracked. Chartmetric also calculates an array of statistics to illustrate broader trends, such as “cross-platform performance,” a measure of an artist’s reach across 16 social and streaming platforms compared to the performance of all artists across the board. music industry.

In the short term, Chartmetric’s large data collection allows artists to optimally plan their releases, gauge fan reactions to projects, gain audience information, plan their tour stops by taking into account the geographical specificities of the auditors, etc. And in the long run, planning and corresponding adjustments could play a crucial role in shaping career paths.

Andreas Katsambas, President – Strategy, Marketing and Operations at Chartmetrics, explains: “I have worked with many artists during my career and marketing resources are always limited. Trying to establish an artist globally is very expensive and time consuming. Moreover, an artist cannot be everywhere at all times. Having insight into the data helps create a smart and proactive plan. There is no formula for success; rather is the ability to understand the market and your audience so that you can act on it. This helps manage complexity and provides a starting point to build on.

Australian DJ Nina Las Vegas, for example, experienced a significant increase in Chartmetric’s Multiplatform Performance Score (CPP) in late November and December, after performing at Ability Fest. Digging into the causes of this wider engagement spike, the 36-year-old took advantage of a significant jump in Wikipedia views shortly before the Melbourne festival, as her Chartmetric profile shows. This gives Nina the understanding that there is a potential audience that is interested in her performance. She can react early by running advertisements online, for example, or ensure that she develops a notoriety presence during the festival and benefits from this information.

And Nina Las Vegas’ Spotify playlists (and, in turn, the reach of her music) increased significantly from September until after the performance, again according to the Chartmetric dashboard. The points demonstrate that the value of the Ability Fest set extends far beyond the compensation provided, attracting new fans and streamers.

Nina Las Vegas saw a significant increase in the number of Spotify playlists before and after her performance at Ability Fest.

Nina Las Vegas saw a significant increase in the number of Spotify playlists before and after her performance at Ability Fest.

With other stats showing that Nina Las Vegas’s Spotify listeners are heavily concentrated in Australian cities, while her Instagram followers are male and young, the designer can channel her resources and promotional activity appropriately, both for future song releases and live performances.

Norwegian singer-songwriter Aurora, for her part, received a data-backed confirmation of fan approval for “Heathens,” as the early December single significantly upped her own Chartmetric CPP rating. An increase of more than 200,000 Spotify subscribers in September and December – the section also saw its “Giving in to the Love” release – further highlighted the renewed interest of listeners.

Tellingly, however, Chartmetric’s one-stop tracking shows that radio broadcasting was not a factor in the initial growth of “Heathens”, which nonetheless finds listeners on TikTok.

Aurora’s “Heathens” did most of its initial growth on TikTok, with few radio parts. Sometimes the growth is visible and can be shown overnight!

Aurora and her team were therefore able to adjust their marketing approach to The gods we can touch (which includes “the pagans”). And on the touring front, Chartmetric notes that the 25-year-old has a decidedly global listener – information that will come in handy when she hits the road to support the album next year.

Naturally, the abandonment of physical and logistical considerations, in coordination with the relatively large nature of investing time and money in complete albums, prompted artists to start building their careers around singles.

Rapper “Hustler Freestyle” Russ, for example, has released all kinds of off-album singles alongside projects like Chew 2, while The Chainsmokers released each of 10 songs from their third studio album, The joy of world war, as singles.

But even with a sophisticated singles-based exit strategy, the promotional process is hardly set in stone. In many cases, many marketing initiatives end up targeting the wrong audiences and platforms before ending prematurely in the absence of data. It is doubtful whether smart, data-driven campaigns can eliminate all of these failures – although, just as data is now widely used to find trending artists, its role in commercializing the releases of these artists is an area that Chartmetric does. aims to expand considerably.

Andreas adds: “An artist needs to invest heavily in understanding their audience and their key markets. A success story can come from anyone in the world. It can come from a DSP or a social media platform. It is imperative to pay attention to any activity and react as quickly as possible. We’ve seen plenty of examples of artists who have grown considerably – sometimes overnight – so keep an eye on all of your data analytics and once you see an area that connects, take it and run with it! It is about building on this momentum.

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