The lack of data and analytic intelligence makes it harder to spot trends, and it’s hard for artists, record labels, and locations to navigate the industry. “We were wandering in the dark,” Umek said.
Enter Slovenian start-up Viberate. Founded in 2015 by DJ Umek and his two managers, Vasja Veber and Matej Gregorčič, the platform collects data from major streaming sites, global ticket providers and 24,000 radio stations over 150 countries and turn this data into online profiles for musicians.
This startup aims to revolutionize the use of data in the music business. “The music industry is one of the most exciting, but the statistics aren’t overwhelming, and we’re bringing those two worlds together,” explains Veber.
Viberate’s online dashboard provides a wealth of insights, including chart ratings, social engagement, and fan base demographics. For 500,000 artists around the world using the platform, for a fee of €59 ($66) per month, the dashboard can help them understand where to focus their promotion efforts.
Umek says, “I always go and compare my profile with other similar artists…and then there’s a clear indication of where I should be investing more time, possibly more money. , to a platform or social network so it will help my cause”.
Tatiana Cirisano is a music industry analyst and consultant at entertainment intelligence firm MIDiA Research. She believes we’re seeing an emerging trend where instead of releasing music videos for singles ahead of album releases, artists are increasingly “released their albums, on social media. , check the analytics, find the song that people seem to like the most, and then say “this is the single, and this is the single we’re going to spend our music video budget on.”
As well as artists, Viberate has 150,000 venues and 6,000 festivals using the site, most notably Insomniac, the promoter of America’s largest electronic music festivals, and the UK’s Glastonbury Festival .
According to Cirisano, Analytics has also changed the way record labels work. “Data has completely changed the way talent scouts at agencies operate,” she commented. In the past, scouts “usually went to see gigs and listen to artists’ performances that were mailed in CDs… They would feel heartbroken”, while the process This has now changed to “look at the data, look at what an artist seems to be boiling over and how many streams they get per month.”
By realizing the importance of data, music is following in the footsteps of other industries. Veber, co-founder of Viberate, said: “Movies have IMDb and the travel industry has Airbnb and Booking.com.
Viberate is one of a number of data analytics companies targeting the music industry, including Chartmetric, Soundcharts and Songstats. But some worry that focusing too much on data analysis could affect the creativity of music. “The music industry is inherently a creative place,” says Cirisano. “This is the art we’re talking about. It’s hard to take a too quantitative approach to that.”
Instead, she advocates that data is the “starting point” for artists, brands and venues to make their decisions. DJ Umek goes a step further and argues that “data doesn’t kill creativity, it complements it.”
Looking to the future, Viberate’s goal is for every musician to have access to data. As Veber put it: “In 5 to 10 years, being a musician and not having a profile on Viberate will be like being a guitarist without a guitar.”