In the music industry, there has always been this aura of mystery around A&R and new talent discovery. The launch of a new artist's career is a high risk enterprise, and data analysis tools have come to finally provide hard data in order to facilitate better business decisions related to artist discovery, as well as music marketing and artist development.

1. HOW DATA ANALYSIS IS POWERING THE DISCOVERY OF FUTURE STARS & MUSIC TRENDS
Francisco Toscano
July 2019

2.  The use of big data analysis tools along with artistic talent assesment to
discover emerging musical talent
 Artists with a well thought and organized digital strategy and a career gaining
momentum
 Digital Platforms
 Social media
 Music consumption platforms
 Legitimacy of discovery sources is key
 Mixing Data Analysis with the traditional A&R approach
 Statistical trends
 Artistic assesment of audio and video material
 Live performances
 Digital A&R “curator” in new talent discovery
 Discover
 Evaluate
 Present

3.  It is usually “Track Driven”
 It is necessary to have an open mind and listen to EVERYTHING
 This discovery process may reveal new sounds and music trends
 Determine which tracks comply with minimum quality standards
 A balancing act
 Singularity vs. artist’s massive appeal
 Fresh & Innovative vs. Relatable
 Data Analysis: Social Media & Music Digital Platforms
 Growth Dynamic
 Demographical & Geographical Data
 A&R: Speed in contacting prospects is KEY
 Visibility Competition
 Marketing: develop plans at a city level based on music tastes & consumption
habits (microtargeting)

4. Discover
• 1. Research all platforms to identify new material & eligibility
• 2. Listen to ALL eligible material
Evaluate
• 3. Statistical behavior of artists deemed interesting in the “Discover” phase
• 4. Define material for 2nd filter: Artistic Quality + Interesting Digital
Stattistics + Upward statistical trend
Present
• 5. Listening sessions with wider A&R tems to separate material in 3
categories: a) Contact, b) Continue monitoring or, 3) Discard

5. Internacional Artists
 Lukas Graham – 7Years -WBR: https://youtu.be/LHCob76kigA
 YT: 880.6M; Spotify; 987.7M; Shazam:11.7M; #1 iTunes 39 countries & Top 10 in other 39
 Starley – Call On Me (Ryan Riback Remix)- Epic: https://youtu.be/I-VsisgVkHw
 YT: 95.96M; Spotify: 662.2M; Shazam:5.1M; #1 iTunes 4 countries & Top 10 in other 27
 NEIKED – Sexual ft.Dyo - Polydor: https://youtu.be/zuIciiAgOAc
 YT: 28.1M; Spotify; 315.89M; Shazam:2.65M; #1 iTunes 3 countries & Top 10 in other 28
Latin Artists
 Daivy – Baila Conmigo feat.Kelly Ruiz – Sony Music México: https://youtu.be/AHcb19sBVe8
 YT: 48.1M; Spotify; 23.92M; Shazam: 887K.
 Ed Maverick – Fuentes de Ortiz – Universal Music México: https://youtu.be/PaoCQHwTPg4
 YT: 12.74M; Spotify; 29.9M; Shazam: 165.8K.
 Don Patricio – Contando Lunares –Warner Music Spain: https://youtu.be/IWELYcYYhWc
 YT: 57.65M; Spotify; 77.63M; Shazam:398.4K.

6.  An artist is an Enterprise
 Marketing & Promotion are key, especially for artists just starting out
 Maximization on return of investment by designing campaigns using microtargeting
 Where are the fans
 Who are the fans
 How they consume music
 Effective touring planning
 Merchandise procurement and design based on tastes of the artist’s fan base
 Hybrids between A&R/Marketing/Artist Development
 Music Collaborations
 Brand Partnerships
 Good Music + Well Executed Marketing Campaigns = A&R Discovery

7.  Limitations:
 Sucess in digital platforms does not necessarily translate into traditional media success,but it does
translate into monetary success = monetization of audio & video streams
 Technology & Data Analysis by themselves do not guarantee success
 Algorithms are based in the past to predict the future = Formulas
 The real future of music is based on sonic & creative breakthroughs = Innovation
 Formulas + Innovation = Redefinition of Music Genres
 Bob Dylan – “Like a Rolling Stone”
 Nirvana – “Smells Like Teen Spirit”
 Sex Pistols – “Anarchy in the U.K”
 A&R Research complements the traditional A&R approach, it is not a substitute.
 Data Analysis tools tell us:
 Who is hot right now and how quickly is getting hotter (or cooler)
 Who is & where is the target audience of the artist, and how they like to consume music
 Tells us if our gut feeling may be right (or wrong) Informed decisions Diminishes risk
 The “Golden Ears” remain the ultimate tool for artist discovery

8. “The human roles of “curator” and “talent
development” will continue to be the key elements
for the survival and further advancement of the
Music Industry as a whole”
Antony Bruno – Billboard Digital Entertainment