There are currently a large number of streaming, radio and social media platforms that form the center of the music industry.
The digital environment has given platforms to new artists so they can promote their music, interact with their fans and ultimately boost their careers.
But it is difficult to record your performance and evolution in all platforms and media. The music industry produces millions of data every second – and the task of monitoring, structuring and organizing that information seems titanic; so that it is digestible to all interested parties. However. There are numerous tools that the musicians You can use to explore this information.
Typical analytical tools They include a number of options specific to each platform, and data collection options. Some of these tools will give you a look at specific areas of an artist's career. Others will provide a more complete view that will cover more channels.
A music analytical tool It must be able to cover global and local markets, in addition to tracking and recording “analog media” such as radio playback, while obtaining information from all digital platforms – and doing all that is a challenge.
Then you can access this guide where you can know about the best analytical tools what exist, what platforms and media they cover, how they complement each other, and how professionals are using them to improve their careers.
▷ Why are analytical tools so important now?
In the last 20 years we have witnessed huge changes in the chain of musical distribution. Going from the physical formats of the 90s to the piracy of the 2000s, and reaching the current streaming paradigm; The music industry has always been constantly changing. We have reached a time of abundance, where listeners have thousands of platforms and media from which they can choose.
These new platforms and media have created unique opportunities for artists and musicians; before you had to focus on one place at a time, but now you can connect with audiences and listeners from all over the world. Although identifying those opportunities is not an easy task. 20,000 songs are released every day – how do you stand out in this field?
Professional musicians need to be agile: Try and experiment, create new things, and learn on the go. To achieve this, you need to be able to measure the impact of your decisions in real time – and this is where the analytical tools to help you achieve success in the world of music.
▷ Types of analytical tools
There are analytical tools integrated into the most recognized streaming services. Such tools show information that you could not find anywhere else (not even among your distributor’s information) about audience demographics, location, and much more. The bad thing about these tools is that they only work on their respective platforms.
Similarly, social networks have integrated analytical tools. Like the previous analytics, they offer statistics on your performance on the respective platform. It is the information that you will need to begin to deepen – and it is a type of information that you cannot obtain elsewhere. However, its value is quite limited without a more powerful tool that can extract information from other platforms.
The Distributor Control Panel: Data collection from streaming platforms.
The distributor's dashboard, dashboard or control panel provides a broader view of an artist's performance. Almost any distributor has a control panel that summarizes the information of different streaming platforms to have more details about the performance in the digital distribution network.
Multi-channel analytics: All-in-one applications
A multi-channel analytical application may collect information from different platforms and media to create a synthesized view of an artist's performance. Gathering this information requires time and skill to know where to find the right information, how to capitalize on it and how to transform it into actionable statistics.
Social networks are the most important component of any campaign or music marketing plan. However, despite the fact that the first type of analytical tool can give you detailed statistics on social media performance, there are still crucial points that are not addressed by them.
We now live in the viral era, where user-generated content can turn an unknown artist into the next viral success in a matter of days – and well, not all user-generated content is in the artist's profile. That is why it is necessary to use a detailed analytical tool that also includes the monitoring of mentions on the internet.
▷ 7 Analytical tools that every musician should use
Now that you know better types of analytical tools, let's talk about some of the best options in each of the categories. These tools will cover every dimension of the artist's career; Every place, platform and medium.
Spotify, Apple Music, Bandcamp for Artists, etc.
Scope: Only your information.
information: These platforms provide real-time statistics on aspects such as:
- Number of followers
- Number of views, saved and favorites
- Number of additions to playlists
- Demography of the audience and location.
Use and utility: The analytical tools of these platforms are the only place where you can find the exact information of the artist's performance on the respective platform. This information is necessary to begin to deepen more using other complementary tools.
Here, the tool you are going to use will depend on the focus of your distribution strategy: Spotify for Artists It's neither better nor worse than Bandcamp – it really depends on where your fans are.
Additionally, Spotify has recently launched “Publishing Analytics in Spotify ”, which is in beta phase. Spotify for Artists presents a more granular vision, but Publication Analytics It was created to meet the needs of publishers who want to manage their artist portfolio and navigate the Spotify ecosystem.
Next Big Sound
Scope: Superficial data in the music industry + information obtained from Pandora
information: This is a tool belonging to Pandora (the largest interactive radio platform in the United States). With this tool you will be able to obtain first-hand information about:
- The number of reproductions in Pandora
- An overview of the lists and discovery in Pandora
- The audience in the chosen social networks
- User interaction statistics in Pandora
Use and utility: Next Big Sound provides superficial information on the entire music industry, with elements from other platforms such as Twitter, Facebook, Wikipedia and Songkick.
However, the platform really stands out when it comes to extracting information from Pandora. By connecting your Pandora AMP to the NBS account, you can gain access to a large amount of information about your performance on the platform. Such information ranges from statistics in playlists to the location and demographics of your audience.
Basically Next Big Sound is Pandora for Artists – and therefore its information is of the utmost importance when it comes to wanting to evaluate your performance in Pandora. But at the same time, Next Big Sound is still a multi-channel application. However, it focuses mainly on Pandora (which is available only in the United States), meaning that in order to evaluate at a more globalized level, other tools must be used.
Scope: Only your information.
information: Youtube Studio provides first-hand information about:
- Real-time video consumption statistics
- The demography and psychography of the YouTube audience.
- An overview of the recommendation and discovery on the platform.
Use and utility: Youtube is the largest streaming platform in the world – According to The International Federation of the Phonographic Industry, about 47% of music demand consumption occurs on this platform.
In fact, YouTube will be the center of video promotion strategies. Youtube Studio does an excellent job offering statistics, and is an essential tool to measure your video strategy. But, again, YouTube Studio only provides detailed information on this unique platform.
Control panel of your distributor
Scope: Only your information
information: Unlike the tools mentioned above, the dashboard used by your distributor collects information from streaming platforms. Specifications may vary based on the dealer, but usually include:
- Reproductions and sales
- Demography and audience location
- Added to playlists (not always)
Use and utility: The information board of a distributor can give you a more detailed view than the previous tools, but it is still partial information. These boards are designed by distributors to report sales, and therefore it is a good idea to use them to measure the performance of your digital stores.
However, although sales (or reproductions) are the statistics sought by many artists, they do not have much potential if you fail to get a more complete view of your career. For any artist in the world of music, sales statistics are not enough – you need to know how to make fans shop; How, where and when do they do them?
Cost: 19 euros per month.
Scope: Information from the entire music industry
information: Soundcharts is an all-in-one tool that provides detailed information in real time, which covers every aspect of the artist's career: ranging from social networks to streaming and radio. Soundchart's data includes:
- Audience in the most popular social networks and streaming services.
- The data of playlists from Spotify, Apple Music and Deezer.
- Specific consumption data on YouTube and Spotify.
- Monitoring of radio reproductions in more than 1600 radio stations worldwide.
- Statistics of digital platforms and streaming.
Use and utility: Soundcharts will not give you the first source information you can get from the tools built into the platforms. Instead, it can offer you a complete view of the performance of any artist.
With Soundcharts, you receive a report that covers many aspects of an artist's career: ranging from social media statistics and digital consumption to localized reproduction figures.
In this way Soundcharts becomes an essential tool for your repertoire of analytics: a single tool that can obtain information from dozens of channels and that allows you to measure your promotional campaigns, monitor the performance of artists everywhere, identify opportunities local and recognize industry trends.
The platform still has certain points that it has not explored, such as SongKick live events, television and movie synchronizations, or Amazon Music information. However, the data achieved in Soundcharts is accurate, perfectly organized, updated and optimized – which makes this platform our first choice when it comes to multi-channel tools.
Best of all: Soundcharts is also a workspace, which means you can share your access with all your colleagues and partners at no additional cost. Seriously, we could talk for hours about how great it is, but it is best to try it for yourself.
Cost: Free version with limitations. There are Premium plans that cost $ 80 per month per user.
Scope: Information from the entire music industry
information: Chartmetric provides information collected from all parts of the music industry, including:
- Information of the social networks of the audience
- Information of playlists and audience from all popular streaming platforms.
- Radio broadcasts for stations in the United States (covers only 300 stations).
- Statistics of digital platforms.
Use and utility: Like Soundcharts, Chartmetric collects and processes information from different digital channels, ranging from social networks to digital platforms. The strongest point of this platform is the amount of information it collects – it will provide you with detailed information from different channels, which will include statistics and personalized graphics.
The platform can offer detailed information: For example, Chartmetric does something interesting in the Spotify list analysis, because it recommends similar lists to show possible opportunities. However, the amount of information on the platform and the way it is organized can be very overwhelming, making it difficult to understand what you are seeing.
The music industry is a place where you need to make quick and intelligent decisions. That means that sometimes you will not have the time to study every single detail available in Chartmetric, especially considering that the loading time of the platform can be somewhat slow.
Another weakness of the platform is the lack of “analog” local information. Certainly the platform does an excellent job collecting information from the entire digital environment, integrating information from other platforms such as TuneFind, TVMaze, among others. However, Chartmetric radio broadcast monitoring only covers 300 radio stations in the United States – and the lack of localized information makes the platform's functionality limited.
Cost: $ 29 per month
Scope: Everything you want to monitor
information: Awario is a platform that monitors mentions, and lets you track:
- Mentions in social networks and the web
- Viral reach and location
- Semantic analysis: The tone and humor of the mentions, together with the context
Use and utility: Awario is not an exclusive tool of this industry, but its functionality can be very useful for professional musicians. Awario is useful for doing two things: Measure the viral effect through the internet and social networks, and determine the impact of promotional campaigns. However, Awario limits the number of keywords you can search, which in turn limits your ability to find opportunities.
▷ How to use these tools for music marketing?
It is good to know all the tools that exist, but how are they used? Here are the three primary uses that are given to these platforms.
Artistic promotion and management
Real-time information is critical for accurate measurements of the state of the artist's career. Analytics help you identify local opportunities, find sites with potential, and determine the impact of marketing investments. This is when time and accuracy of information play a critical role.
You need to act quickly in today's industry, and at the same time, be completely sure of the information you have. Let's assume that your music is receiving a lot of attention in Italy and the audience loves it. The market can be an excellent opportunity, but to get the most out of it you need to find a local promotion team, create a promotion strategy, make changes to your route, contact local promoters, etc. All that takes time – so a single day of delay can have a big impact.
In addition to identifying opportunities, artists and musicians use analytics information to contact executives, organizers and promoters. Trust is always necessary, because any musical career is built as a team. Having this information in your possession will help you to be trusted.
Live music industry
The organizers, promoters and programmers of festivals use the same data to identify opportunities from the other side of the world of music. The success in the live music industry It is focused on the information available in the region – live shows are the only part of the music industry that focuses on local markets.
For organizers, for example, it is necessary to estimate the optimal capacity of the site for an X artist in an X city. Even with the best analytical tools, there is still a great effort invested in the organization – after all, you have to reserve the site 9 or 10 months in advance. However, localized information can transform that estimate into an accurate decision.
The objective of the A&R (Artists & Repertoire) is simple: Find and hire talent before someone else does. A&R representatives used to go to shows looking for talents. Now, the digital space has taken this terrain, making social networks the home of future stars.
The focus on digital platforms they have made talent scouts assess their skills well, and analytical tools are an important point to take advantage of these opportunities. That said, and since in the past they used to study the public at live shows, they can now use analytical tools to get information about potential stars.
Tools that provide first-source information such as Spotify for Artists are only available to musicians, so scouts need to use platforms such as Next Big Sound, Soundcharts or Chartmetric to get information about the entire music industry.
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