Music and data experts, Lydia Emeka and David Tayebwa have highlighted how data can help independent artistes grow their career.
Emeka and Tayebwa disclosed this at an X space session titled ‘The Algorithm Doesn’t Lie – How Artistes Can Leverage Data On Josplay’.
Organizers said the session was crucial since independent Nigerian and African artistes registered on the Josplay music library and streaming platform are not taking advantage of the data available to them to increase sales of their music, and enhance their global visibility.
Data analyst and Growth Manager, Emeka, said data goes beyond just the numbers seen on the screen, to the stories they tell; and what is done with the information acquired.
“Data gives independent artistes leverage over big label artiste. As an independent artiste, you may not have the big PR teams that artistes signed onto big labels have, but the data sourced from music streaming and social media platforms, can help artistes find their niche and cater to the consumers of said niche. Data tells you who your audience demography is, where they are most active, and how to best to reach them.
“With data, you don’t base decisions on emotions, rather on facts, because it helps you understand that the city where they listen to your song the most, is where you should host your live show; your most streamed song is what you should promote, and when to re-do a weak intro to a song if it causes audience to skip your song before it gets to the good parts. Simply put, data empowers you to make smart decisions in order to grow professionally.”
Content Director at Josplay, Tayebwa said the platform offers independent artistes’ valuable data via its app – where artistes upload their songs, its music library – which hosts the autobiographies and discography of registered artistes, and its intelligence arm – which provides data that helps artistes get discovered.
“Our platform allows artistes access to streaming performance like how many times a song was streamed, and where it was played. It provides them the demographic of their audience – such age, gender which enables them understand who is connecting to their music, and perhaps begin to tailor their music to their major listeners.
“Josplay ranks artistes’ music to a genre. it can tell artistes what genre their music falls into, say in another region of the Africa, and artistes whose genre of music are similar to yours.
“Data is a powerful equalizer these days for independent artistes. Indie artistes respond quickly to a spike in data metric, to either address the problem or opportunity suggested, unlike the big record label artistes whose operation mechanism is complex and hierarchical.”
With data, indie artistes attain a direct to fan engagement via email, WhatsApp, Telegram, or platforms as Band Com which gives artistes information of their most loyal fans, added Tayebwa. To deploy data in a manner that maximizes their time and resources (funds), Emeka recommends artistes take deliberate and measures action.
“Data does not end in reporting it. It requires action. It is what you do with the data that matter. So, ask yourself – “what is this data saying? What is the next and first action I can take based on what this data is telling me? Then, tackle the metrics information one at a time. Don’t address the changes the data suggests all at once.”
