Marketing

Google’s Area 120 launches live-music data tool with Pollstar


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We’ve written about Google’s experimental division Area 120 before: for example when it launched a project called Fundo to explore crowdfunding for social stars, or when it made a co-viewing app for YouTube called Uptime.

But Area 120’s latest project is of direct relevance to the music industry. It’s called ‘Demand’, and it’s a partnership with live-music brand Pollstar. The latter described it as “a ground-breaking live business tool providing the live industry access to unique and robust data sets filled with unprecedented insights never before available in a single platform”. It essentially pulls in data from YouTube and Google searches, as well as from Pollstar’s own datasets.

The promise: “actionable, real-time analytics facilitating better planning, pricing, marketing and sponsorship of live events through data in four key areas: trends, pricing, announcements and insights”.

Among the features: a tool to show real-time primary and secondary ticket prices, flagging up when the latter are higher or lower, so artists’ teams can decide what action to take in response. At this stage, Demand is being made available for free to artists and their teams, via an invitation-request signup.

Stuart Dredge

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