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HARNESSING the data that exists on the web and using it to serve both the consumer and the artist was the key focus for the three panelists on yesterday’s conference entitled Listen Up — Why Knowing Your Fans Matters, moderated by Skyline Music president/Hypebot. com editor Bruce Houghton. “We now have ubiquitous access to information,” said Band Metrics’ Duncan Freeman. “There has been a sea change where everyone is now connecting and sharing information on social networks and cross-pollinating different age groups and demographics. We are receiving unprecedented quantitative and qualitative data and now we need to work out how to process it and give it back to the industry.” EMI Music’s Cory Ondrejka said: “All the information at our fingertips is overwhelming for a major; we need to work out how to get our arms around it. Hiding it in an attempt to safeguard it may not help us move forward.”

As senior vice-president digital strategy, Ondrejka is building a team to analyse the data and work out the best way of handling music, from receiving the original master to distributing it globally. Million’s Neil Cartwright talked about focusing on online advertising and planting web cookies to track consumer preferences. “It is about working with old techniques to build new systems and methods for allocating space for advertisements,” said Cartwright. Duncan Freeman set out the new challenges facing an industry trying to tune into fans’ voices: “We have a retrieval challenge, a storage challenge, and then a challenge to work out how to process all the data and place artificial intelligence on top of it for analysis. We will need to have a community effort to make sense of it all.”

This and more in the MIDEM daily News, now online!


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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