Marketing

Universal Music launches streaming/social data app for artists


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Universal Music Artists (UMA) is a new Android and iOS app for artists signed to Universal Music Group (and their managers) where they can access data and insights on their music plays on the major international DSPs – Spotify, Apple Music, Amazon Music and YouTube are named in the announcement.

However, it will also pull in data from Facebook, Instagram and Twitter. The pitch to artists, as with third-party analytics services, is that they’ll get “actionable insights to move your career forward, plan tours and build set-lists… see how your tracks are performing on playlists, and understand which playlists you should be on, and more”.

UMG says it has been working with managers to develop the app, while its VP of data analytics Mitchell Shymansky has published a blog post on Medium outlining some of the thinking behind it.

“UMG’s team of data scientists are busy building things like “hit prediction” models, content valuation models, playlists survival rate models, marketing attribution models, as well as developing additional next-generation tools that incorporate machine-learning and AI,” he wrote.

“We’re leading the way, and the UMA application will be our outlet to get all of the resulting market intelligence into the hands of those who can act on it. What we launch today is the start of a long-term process. It will only get better and better, until, we have infused it with data from every facet of our business.”

The launch of UMA (and other data dashboards from rightsholders) is part of a very-interesting competitive market around analytics and insights: rightsholders are one prong; the analytics tools from individual DSPs like Spotify, Apple and YouTube another; and then there are the independent dashboards like Chartmetric and Soundcharts, who’ll need to make sure their product development meets the challenges posed by the new competition.

Eamonn Forde

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