Damn Good Numbers: Backing Up Your Music with Data & Insights

Episode Notes

Christine Osazuwa is the Founder of Measure of Music and was the former Global Marketing Director of Data & Insights at Warner Music Group at the time of this chat. After Warner, she became the UK Director at shesaid.so and the Strategy Director at Pollen. Christine uses numbers for good and believes that business can be an art and art can be a business. Some of the questions this conversation answers are: What does it mean to oversee and develop a marketing data strategy? How does one identify and break global priority artists by creating benchmarks and KPIs to ensure long-term global artist growth? Christine has managed to combine all of her passions, music, marketing, and data into consulting with various music startups, venues, festivals, radio stations and labels, bridging the gap between music, data & business. Christine explains how data and numbers are no substitute for a good story & passion (but, you better have some damn good numbers to back it up). She also reveals a giant list of stories and tips on making your way into and through the music industry.

“I think people get overwhelmed by the fact that there are so many places that you could be looking at, so I think the first thing to do is kind of think about what has worked for you. As an artist or manager, you probably intuitively know some of those things, and you don’t need the data to tell you. Then experiment a bit. Let’s start with something really simple. Let’s say Spotify is your strongest platform and then figure out the other part of it, what’s your strongest social platform? Is it TikTok? Is it Twitter? It’s it Facebook? Is it Instagram?”

1:15 – Christine Osazuwa

2:00 – All Time Low, Warped Tour

5:00 – Python

6:00 – Nigerian in Sweden, Chief Data Officer, Burna Boy

10:00 – Posting Jobs

11:20 – Baltimore Music

13:53 – YouTube

17:41 – Metadata panel

19:00 – Merch/sales

24:00 – Street Team

35:00 – Jenny Kaufman

36:15 – Measure of Music