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Spotify for Artists has added ‘Active Audience’, a new metric that provides listener insights for artists who have streamed their music in the last 28 days.
Fans who actively stream their songs will, on average, play four times more music from that artist in the next six months.
Active listeners have actively streamed an artist’s music in the last 28 days, either from the artist’s profile, albums, release pages, or from the listener’s own library or playlist. Passive Her streams are delivered via editorial or independent playlists or are selected algorithmically.
Spotify For Artists active audience data is segmented based on streaming history.
- super listener: Artist’s Most Engaged Active Listeners in the Last 28 Days. According to Spotify, “they will also most likely continue to stream music.”
- Moderate Listener: Active listeners who have deliberately streamed an artist’s music multiple times in the last 28 days and who may develop into super listeners.
- Light listener: Active listeners who have intentionally streamed the artist’s music once or a few times in the last 28 days and who may develop into moderate listeners.
How Spotify Active Audience Data Works
“By gaining insight into the streaming habits of our most active audiences, we hope to help artists turn listeners into directly engaged fans of their music,” Spotify said.
This kind of data is an important first step and can be used to compare fan reaction to new music and the effectiveness of marketing efforts.
But so far, Spotify has not provided a way for artists to directly communicate with or market to these new segmented audiences. That’s when active audience data becomes truly valuable to artists, labels, and music marketers.
MORE: Everything Spotify Just Launched for Artists
Bruce Horton Founder and Editor of Hypebot and MusicThinkTank, Senior Advisor to Bandsintown, President of Skyline Artists Agency, and Professor at Berklee College of Music.
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