Streaming music data – what does it tell us?

Streaming platforms yield a vast trove of data: valuable information to push your next marketing campaign in the right direction. Musically recently published a guest column around what you can expect to discover from playlist data, but it really was Adweek’s latest article on the topic that grabbed our attention: from ‘finding social influencers among emerging artists’ to ‘which musical genres actually resonate with listeners’ and our favourite ‘underground EDM and hip-hop fans are the most engaged’. Here’s some additional fuel for the fire: it’s recently been revealed that Spotify is creating tracks, under fake names, to appear on their first-party playlists, for which Spotify own the master copyright. Naughty.