Streaming services continue to disrupt our musical landscape. The streams of data they generate, however, will have the biggest impact on the music industry.
Streaming services have taken a well-aimed kick at the music establishment, with the likes of Spotify, Deezer, Apple Music and Pandora all making it possible for artists today to have a hit without radio airplay, media coverage or, indeed, the public having even heard of them.
By John Reynolds
Now the dominant form of digital music listening, sales from on-demand streaming offset physical sales for the three music giants: Warner, Universal and Sony.
Advocates say these services have democratized music, driving the success of little known bands such as Oxford, England indie rockers Breaking Glass who this year were dubbed a streaming sensation by Music Week.
But critics lambast some of streaming’s major players for paying peanuts in royalties, while Radiohead’s Thom Yorke famously dubbed Spotify “the last desperate fart of a dying corpse”.
What there is no debate about, however, is the importance of data in this new musical landscape. Penning a catchy tune may still be fundamental to an artist’s success, but any artist serious about their career is utilizing data from streaming services to help sell their wares.
“Every time someone starts a station on Pandora that person becomes an addressable audience member for the artist,” says Lars Murray, the vice-president of industry relations at Pandora, the US internet radio service which recently moved into on-demand streaming, taking on the likes of Spotify and Apple Music.
Driven by Data
Data is not only disrupting the relationship between artist and A&R man, it is also redefining the relationship between listener and artist, as well as having a profound impact on commercial tie-ups.
Read More/Original Source: http://www.thedrum.com/news/2017/02/15/measuring-sound-how-data-and-streaming-impacting-the-music-industry