December 13, 2022

The Importance of Data Ownership In Building Relationships

The importance of artists’ gathering data to improve engagement.

Mayuyuka Kaunda

The ongoing concern around Twitter’s new direction has caused quite the uproar with users leaving, advertisers hesitating and debates abounding around content. This is something musicians should keep in mind as the precarity around digital platforms is an ongoing matter. A great solution to this state of affairs is artists taking ownership of data as the internet continues to be the modern day town hall. More and more musicians are finding new ways to connect with their fans and build meaningful relationships with them in response to the realization that third-party based interactions are subject to unexpected change. One way that musicians are taking ownership of the situation is by collecting and analyzing data from their fans. By gathering information on what songs their fans are listening to, what location they are in and what they are saying about the artist online; musicians can gain a better understanding of their audience and tailor their music, marketing and show scheduling efforts to better suit their fans' preferences.

Alexander Sinn (Unsplash)

Another way that musicians are taking ownership of data from their audience is by using technology to track responses to their live performances. By using sensors and other tools to gather data on things like venue acoustics, audience responses, and crowd demographics musicians can get a better sense of how their music is being received and make adjustments to improve their performances. The trend towards musicians taking ownership of data from their audience is, essentially, a positive development for both artists and fans. Data collection helps musicians better understand and connect with their audience and create more meaningful experiences, while fans can feel more connected to their favorite artists. This engagement with fans helps build stronger relationships as gathered information can lead to personalized experiences such as customized playlists, VIP access to concerts, meet and greets, and exclusive content. By providing their fans with these kinds of experiences artists can create and strengthen bonds between themselves and their audience.

Martin Sanchez (Unsplash)

A simple tool to increase this interaction is having a website, something @BigSto attests to, as it provides a platform for brand building and owning narratives. Having a website is important for artists because it allows them an online presence where they can showcase their work to a wider audience. A website can serve as a platform for artists to share their portfolio, connect with potential fans and conduct commerce of course. It can also serve as a space for artists to share their story and connect with their audience on a personal level. More importantly, an eschewing of third-party actors allow artists to control their online identity and present themselves in the way they want to be perceived by infusing their personalities into their content. An owned platform also allows for frictionless communication, keeping fans informed about upcoming events and provides an avenue for exclusive content. Overall, artists owning their data is essential for forming connections, promoting their art and maintaining a rapport with their supporters.

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