Music releases and the effect in social media

Music releases and the effect in social media
Jim Reynolds
jimmyrey@gmail.com
Twitter.com/jimmyrey

Background
As you may know or not know I'm a huge music fan and a social media junky (please do not call me a social media guru). That being said I've put together a small analysis focused on many of the largest albums out over the last six months. The opinions expressed below are mine and not of my employer Alterian Inc.
Nearly a month ago I put out a handful of tweets after listening to the first single off of Eminem's Recovery and I settled on the following set of artists to run in SM2
Eminem - Recovery
Lady Antebellum - Need you now
Ke$ha - Animal
John Mayer - Continuum
Stone Temple Pilots - Stone Temple Pilots
Usher - Raymond v. Raymond
Lady Gaga - The Fame
Jack Johnson - In the Sea
Godsmack - The Oracle
Drake - Thank Me Later

Setup
Setup in Alterian SM2
Details
Setup in Alterian SM2
Artist + Album Name
Filters Into Category (tags)
No limits on Language or Country
*Spam filtering enabled

Trend Analysis
The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums.
*Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.
Is Rock Dead? - From the social media data points, not much is being talked about here.
Eminem & Drake's new albums dominated the conversation from June going forward.
Analysis
Nearly all albums leak now, and social media fuels the sharing of downloads.
When a album leaks the spike of the leak is nearly always larger that the actual album release date.
The social media drop off is not nearly as steep on a week over week basis vs. the drop in album sales.
Daily Volume

Competitive Analysis Artist vs Artist
Totals

Competitive Analysis Artist vs Artist
Analysis
The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums.
*Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.
Is Rock Dead? - From the social media data points, not much is being talked about here.
Eminem & Drake's new albums dominated the conversation from June going forward.
Totals trend over time

Eminem vs. Drake

Eminem vs. Drake
Analysis
The patterns between Eminem’s & Drake’s releases are eerily similar.
As highlighted before the leaks had equal to if not more conversations that the actual album releases

Eminem vs. Drake
Eminem – Recovery
Milestones
4/30- Not Afraid Single Released
5/24- Album Artwork Released
6/8 – Album Leaked
6/21 – Album Released

Eminem vs. Drake
Eminem – Recovery by Social Media Type
Analysis
Message boards appear to break the story
Twitter then takes off with the conversation

Eminem vs. Drake
Sentiment Analysis of Eminem - Recovery
Analysis
Since the first leak of Not Afraid the majority of feedback was positive.
When the album was released a huge spike in positive opinion.

Eminem vs. Drake
Album sales figures from www.billboard.com

Eminem vs. Drake
Drake – Thank Me Later
Milestones
4/29- Official Album release date announced
5/22- Official Track List Released
6/2 – Album Leaked
6/15 – Album Released

Eminem vs. Drake
Drake – Thank Me Later by Social Media Type
Analysis
Much like Eminem’s data message boards break the story
Twitter then takes off with the conversation

Eminem vs. Drake
Sentiment Analysis of Drake – Thank me later
Analysis
Very positive initial reviews when first album tracks were leaked.
When album leaked slight majority of posts were negative.

Eminem vs. Drake

Learnings
Social Media is driving much of music today knowing this labels must be proactive in promoting via social channels.
Promotion can be driven via twitter, Facebookbut you cant forget the community in the boards.
A good product helps , as reflected by the sales figures.

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Music releases and the effect in social media

by Jim Reynolds on Jul 11, 2010

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Music releases and the effect in social media — Presentation Transcript