Thoughtful post by Rob Pegoraro on the Project DisCo site about Spotify’s steps to help music artists understand what “a listen” on their streaming service means. Additionally, the service’s new analytics platforms will enable creatives the ability to begin to market directly to their listeners and eventual fans.
I’ve written about this before, but as more listeners transition to using on-demand streaming radio from traditional broadcast radio, platforms like Spotify will become more useful to music artists. Not just as a source of revenue, but as a real way to build relationships with their listeners. Today, the artist sees no real information about who is listening to their music. Unless you’ve been using a service like Grooveshark that’s provided this kind of info to musicians signed up for their service for some time. Radio provides “sample” information, but that data isn’t exactly as precise or useful as say information you’d see from your website traffic analytics.
The added future benefit of being able to build a direct-to-fan store right inside where your fans are listening is a great opportunity that really hasn’t been provided by an online streaming service, to date.