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CMU+TGE Update: Fan and marketing data in the spotlight

By | Published on Wednesday 4 May 2022

CMU+TGE 2022: Fan Data

The Great Escape 2022 is nearly here, kicking off next Wednesday, 11 May. And each day in the CMU Daily we are providing a guide to the CMU+TGE Sessions taking place there this year – including the MUSIC+DATA strand on Thursday 12 May, presented in association with the BPI.

After lunch on the Thursday, the MUSIC+DATA strand will put the spotlight on fan and marketing data. Music marketing, of course, is increasingly digital marketing – and digital marketing is powered by data. But what data? And how can we ensure that everyone involved in an artist’s business has access to the data they need – and the legal right to use it?

We’ll be joined by Tom Burris from Prime Element and Matt Cheetham from Motive Unknown to talk through the key categories of fan and marketing data, and discuss how artists, labels, managers and promoters can get the most from that data.

Along the way we’ll discuss the importance of long term data and communications planning; how an artist’s different business partners can better integrate their use of data and marketing activity; and how data protection law and the privacy policies of companies like Apple impact on what is possible.

We’ll also put the spotlight on the latest developments in ticketing – and how the live side of the business is generating ever more sophisticated fan data. How are promoters and the artists they work with capitalising on these innovations? Andrew Parsons from Ticketmaster UK and Sophia Burn from Live Nation will discuss.

Plus, how does fan data power and inform the direct-to-fan opportunity? How can artists and their teams effectively use data to map and manage the journey from potential fan to casual fan to committed fan to super-fan? And with direct-to-fan increasingly about premium digital content and experiences, how is data unlocking the new D2F opportunities?

Direct-to-fan experts Jessie Scoullar from Wicksteed Works and Kaiya Milan from The Floor will provide their insights and expertise.

Find out more about the MUSIC + DATA strand at TGE here. And to access all this – get yourself a delegate pass here.