Universal Music will now allow its roster to see streaming consumption and social engagement data from an in-house app, rivaling Spotify's similar program
Universal Music Group, home to acts like Taylor Swift, Lady Gaga, Mariah Carey, Queen, and Kanye West, rolled out an in-house artist analytics app Thursday that lets musicians and their managers see data from major music-streaming services as well as social engagement information from Facebook, Instagram, and Twitter.
The app — called “Universal Music Artists” and available to UMG’s entire artist roster — offers personalized details such as total audience size, YouTube views, listeners and streams by platform, top countries, demographic information, top-performing social-media posts, and push notifications when songs are added to top global playlists.
Since Universal Music Group’s licensing agreements with music-streaming providers already include a data component — in return for licensing music to the services, the major label receives granular listening information from those platforms — the data streams for the app were easy to set up, Shymansky says.
“We see this as version one,” Shymansky says. “We have a big team behind this — my team is 28 people alone. It’s not a ‘build it, launch it, forget about it’ thing. It’s part of our strategy.”
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