Music Data Decoded: How fan-first marketing *actually* works

This article is the second installment in Music Data Decoded, a follow-up series to our State of Data in the Music Industry report.

In this members-only series, we dive into the role that data strategy plays across different industry verticals, to uncover more sector-specific insights and keep the conversation going beyond our original report in a more focused, nuanced manner. Each installment will feature perspectives from a hand-curated slate of industry executives, many of whom nominated themselves for an interview in our original State of Data survey.

You can revisit our first installment on distribution and label services here.

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It is ironic that one of the strongest forces driving major shakeups across the music business today is also one of its oldest.

For as long as people have bought music products and experiences, fandom — the collective behaviors, communities, and data trails created by dedicated listeners and supporters — has served as a critical economic engine for the industry.

Current market realities have put superfans back to center stage as a vital lifeline for artists and music corporations alike. Streaming revenue growth is dwindling, even as more fans globally come online; only a minority of artists are seeing increased gig fees to account for rising touring costs, despite ticketing prices skyrocketing.

Against this backdrop of existing infrastructure falling short, artists are increasingly demanding tools to communicate directly with and rally their greatest supporters. Central to this demand is data — information about who is most engaged with an artist’s work, where and how they are engaging, and, most importantly, why.

Even celebrity musicians are shifting to platforms that offer more direct engagement and control over their fan relationships. A non-exhaustive list of examples announced this year:

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