Another PR coup for Spotify on Friday, with news that country star Hunter Hayes has been tapping the streaming service’s data banks to plan his next tour. According to his own site, Hayes used Spotify data on US college markets with lots of people streaming his music, and then planned his 21 Tour accordingly. He’s playing 21 dates on the tour, which is named after his latest single,

and working with Spotify on some fan rewards around it: pre-sale tickets and prizes, as well as the promise that the fan in each area streaming his music the most will get a one-year subscription to Spotify’s premium service. It’s just the latest digital experiment for Hayes, who in 2015 alone has had a new video debut on Vessel; released a series of singles to streaming services before going on sale; and curated a radio station on Rdio. It’s no surprise that Spotify is shouting about the partnership either: data-driven touring is one of its arguments for how artists make money from streaming beyond payouts.

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