Digital Music Research AI
Data analytics—or, in simpler terms, the application of data analysis to predict the future—is rapidly becoming an essential tool in industries across the board, and the entertainment industry is no exception. While some entertainers can get by on their fame alone and rely on their instincts to understand how to play to an audience, businesses and individuals within the entertainment industry need some help understanding what will appeal to consumers and what won’t—and this is where data analytics comes in.
The term big data refers to large, complex datasets that are extremely difficult to process using on-hand database management tools. Big data can come from a variety of sources—whether it’s tracking users on a popular website or analyzing every song purchased by every user on Apple Music. It might sound daunting, but big data has tremendous value for businesses, industries and government agencies. With so much information available about almost every aspect of our lives, companies have struggled to use these resources in meaningful ways.
Metrics are essential to any business’s success. You need to know what is working and what isn’t in order to determine how you can make changes to improve your company’s performance. Be prepared for some number crunching, because most companies rely on metrics, and it takes time and effort to come up with measurable goals that will help you understand your target audience and ultimately improve sales or revenues.
As marketers, it’s easy to get caught up in day-to-day activities of email marketing, paid social media advertising, and other tactics. We don’t always step back and look at how our strategies fit into a larger picture, but data analytics can provide an opportunity to do just that. Technology has given us information about consumer preferences that we never had before; now we need to utilize that information effectively.
The entertainment industry has long relied on metrics to analyze data about fan preferences and habits. Now, by applying data analytics to popular music, companies are able to find patterns in their customers’ listening habits that can be used to improve their own businesses. As an example, BMG Rights Management analyzed each song in The Beatles catalog using record sales, radio airplay, video streams and social media mentions as indicators of popularity. By combining these different methods for measuring a song’s impact, BMG was able to see which songs were overlooked despite their widespread appeal. By analyzing previously overlooked tracks along with contemporary hits like Let It Be, they were able to identify trends in musical tastes over time.
Spotify data was analyzed and used during Donald Trump’s presidential campaign. According to a study released by Yale University, Spotify data can be used as an indicator of which direction a particular county will lean in terms of political affiliation. Spotify has millions of users, and its data could help determine which candidate should win an election. During President Trump’s campaign for president, he used a variety of data to inform some of his decisions. One example is Spotify data, which was released during a key weekend event in June 2016. The data revealed that users listened to Frank Sinatra and patriotic songs more often than usual. This then influenced some of President Trump’s decisions at his events over that weekend, including using My Way instead of other songs in his playlist. Other tactics used by Donald Trump included creating a live map with polling locations so supporters could know where they should go to vote. Combining many different types of data can give you insights into your audience and how it will react to certain marketing strategies.
Music analytics is a way of using data to help determine what music your audience wants. While you can’t please everyone all of the time, you can at least figure out what direction your audience wants to take. You want to know exactly who listens to your music and for how long. In addition, you need to know what type of things they listen for in terms of beats, length, etc. so that you can give them an experience they will truly enjoy. Having solid answers to these questions will give you an accurate picture of your audience so that when making future plans or decisions, no matter which industry you are in.
Believe it or not, music plays a large role in influencing buying decisions. According to Dr. Gail E. Kennedy’s research study on how people make purchasing decisions, music was rated as being more influential on purchase decisions than either TV or radio commercials (Kennedy). This is because music evokes emotion that can create an association with brands. There are thousands of marketing metrics that use music to influence purchases every day. This isn’t just applicable to record labels and radio stations either. It works with any form of entertainment such as gaming, animation, apps/software and even film as well as performing arts! If there was one thing every business could learn from analyzing music data, it would be how to appeal more to their current customers as well as attract new ones. Just like above stated about entertainment companies appealing more to their audiences by understanding their listening habits.
In recent years, businesses have started paying closer attention to music data analytics as a way to make more informed decisions. If you work in an industry where creative decision-making is important, such as entertainment or media, it can be useful to understand how your data changes over time. Music has a big impact on culture and business. In fact, studies show that radio airplay directly affects music sales and concert attendance. Because of its importance in pop culture, many new businesses are trying to use music as a promotional tool for their brands. Using new music tracks is one of the most effective ways to increase brand awareness - but there's always a danger of picking songs that don't resonate with your target audience or turn out not to be popular enough with consumers. A product communication shouldn’t be based on guesswork but rather on facts. By knowing about your consumers, you will be able to make sound decisions regarding any new projects moving forward.
Program director (Fun Radio, RTL2. RFM, Virgin Radio in France, The Beat 92.5 Montreal, Mix 106.5 Sydney, Magic 102.7 Miami, Galaxy 102 in Manchester) this radio maker has been developing the MUSICDATAK algorithm since 2019.
Marino Hernandez is the musical director and founder of Latin radio CHR Sonido 104 in the Dominican Republic. Based in France with a master's degree in Digital Business Analytics from Léonard de Vinci School of Management. Marino is currently developing MUSICDATAK.