Tools :: Wavo – 2023 profile


Back in 2020, we profiled Wavo – one of the more impressive music campaign management tools we have come across to date. In short, the platform allows music marketers to consolidate cross-platform streaming, sales, and advertising data in one backend. The aim is to give users a broader picture of campaign performance, set and track goals, and manage the advertising campaigns fuelled by these insights. Wavo wants to be “the single source of truth for music marketers,” says marketing manager Patrick Gilley.

(To get a primer on how you can utilise Wavo as a music marketer, we encourage you to also read our first Tools piece on how the platform works here.)

So what’s changed in the last two years that warrants a Tools update? Well, Wavo now offers two discrete ways for music marketers to engage with the platform. Wavo can now either be engaged as a full service agency, in charge of running all marketing; or clients can manage everything by themselves, subscribing to Wavo’s analytics backend and using the music intelligence platform as a way to showcase and share results.

Connect Wavo tiles

“In that way,” Gilley says, “we can support internal teams – as well as be an internal team if they don’t have one.”

We want to spotlight some of these newer features and developments on both the managed and self-serve sides.

1) Benchmarking on Self-Serve

A common question marketers face is how to choose the Key Performance Indicators that define whether a campaign is working or not. One of the features Wavo has recently opened up to their self-serve clients is their “Benchmarking” feature – where users can reference past performance data. Wavo provides users with CPM trends on different platforms, gives suggested result rates, and other data.

Wavo artist metrics

This is something you rarely get from the advertising platforms themselves – and the data provided by Wavo here is music-specific. This may be extremely useful for both understanding and contextualising campaign performance, allowing users to define whether their strategy is working.

2) Combining results from different agencies

On the managed service side, Wavo offers bespoke solutions depending on the client. For instance, one dashboard they developed combines results from various different agencies. Gilley explains: “Let’s say you are working for Sony Music LATAM and you have access to an internal agency; maybe you hire local agencies as well sometimes – and you hire Wavo for international stuff as well. This dashboard can bring together the data and for the first time break the silos down, which is a really unique offering to be able to share.” For marketers managing international budgets and spend, overseeing international teams, and working with a couple of different agencies, specific solutions like this may prove to be really useful.

3) Spotify Correlations

One of the useful new features for Wavo’s self-serve clients that run advertising campaigns is what they call a ‘Streaming Correlations’ feature. This is where the Wavo dashboards synchronise your streaming and advertising data, and surface any correlations between the two data sets for you.

This feature aims to make it easier for music marketers to understand what impact their advertising has on an artist’s streams – a tricky part of monitoring and reporting on advertising campaigns due to the myriad of other potential influences and a general issue around attribution.

These insights are available for streams on Spotify, and Wavo will provide users with feedback on whether the data indicates that advertising had a strong, weak or medium correlation on an artist’s streaming growth.

Wavo Spotify streams

Gilley thinks it’s something that users will find helpful in broader ways: “it can help account for some of the algorithmic benefits of running advertising as well, when their music has been played to more users as a result of more streams due to advertising.”

This feature, Wavo hopes, may enable artist teams to uncover which advertising result has the strongest correlation with streaming results – and spend marketing budgets on the channels that drive streams in the most cost-effective way. As anyone who has spent time running campaigns like this can attest, being able to make these decisions quicker – by reducing time-consuming analysis – could be really helpful.

So, with the addition of the new self-serve platform, Wavo wants to make itself accessible to many more clients across the music industry. It’s clear that they are placing some emphasis on providing dashboards that save music marketers’ time: whether analysing performance or making it easier to manage campaigns in one place, or providing benchmarking data and other advanced campaign analytics that would otherwise require lots of manual work.

Written by: Marlen Hüllbrock