Music releases and the effect in social media

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A social media analysis using Alterian SM2. This is focused on the music industry since early April.

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Music releases and the effect in social media

  1. 1. Music releases and the effect in social media<br />Jim Reynolds<br />jimmyrey@gmail.com<br />Twitter.com/jimmyrey<br />
  2. 2. Background<br />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.<br />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<br />Eminem - Recovery<br />Lady Antebellum - Need you now<br />Ke$ha - Animal<br />John Mayer - Continuum<br />Stone Temple Pilots - Stone Temple Pilots<br />Usher - Raymond v. Raymond<br />Lady Gaga - The Fame<br />Jack Johnson - In the Sea<br />Godsmack - The Oracle<br />Drake - Thank Me Later<br />
  3. 3. Setup<br />Setup in Alterian SM2<br />Details<br />Setup in Alterian SM2<br /><ul><li> Artist + Album Name
  4. 4. Filters Into Category (tags)
  5. 5. No limits on Language or Country</li></ul>*Spam filtering enabled<br />
  6. 6. Trend Analysis<br />The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums. <br /> *Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.<br />Is Rock Dead? - From the social media data points, not much is being talked about here.<br />Eminem & Drake's new albums dominated the conversation from June going forward.<br />Analysis<br /><ul><li>Nearly all albums leak now, and social media fuels the sharing of downloads.
  7. 7. When a album leaks the spike of the leak is nearly always larger that the actual album release date.
  8. 8. The social media drop off is not nearly as steep on a week over week basis vs. the drop in album sales.</li></ul>Daily Volume<br />
  9. 9. Competitive Analysis Artist vs Artist<br />Totals<br />
  10. 10. Competitive Analysis Artist vs Artist<br />Analysis<br /><ul><li>The most active artists in Social Media (John Mayer & Chamillionaire) are the least spoken about overall as it relates to their latest albums. </li></ul>*Chamillionaire's album was due to be released the same day as recovery but was pushed back a week before the release date.<br /><ul><li>Is Rock Dead? - From the social media data points, not much is being talked about here.
  11. 11. Eminem & Drake's new albums dominated the conversation from June going forward.</li></ul>Totals trend over time<br />
  12. 12. Eminem vs. Drake<br />
  13. 13. Eminem vs. Drake<br />Analysis<br /><ul><li>The patterns between Eminem’s & Drake’s releases are eerily similar.
  14. 14. As highlighted before the leaks had equal to if not more conversations that the actual album releases</li></li></ul><li>Eminem vs. Drake<br />Eminem – Recovery <br />Milestones<br /><ul><li>4/30- Not Afraid Single Released
  15. 15. 5/24- Album Artwork Released
  16. 16. 6/8 – Album Leaked
  17. 17. 6/21 – Album Released</li></li></ul><li>Eminem vs. Drake<br />Eminem – Recovery by Social Media Type <br />Analysis<br /><ul><li>Message boards appear to break the story
  18. 18. Twitter then takes off with the conversation</li></li></ul><li>Eminem vs. Drake<br />Sentiment Analysis of Eminem - Recovery<br />Analysis<br /><ul><li>Since the first leak of Not Afraid the majority of feedback was positive.
  19. 19. When the album was released a huge spike in positive opinion.</li></li></ul><li>Eminem vs. Drake<br />Album sales figures from www.billboard.com<br />
  20. 20. Eminem vs. Drake<br />Drake – Thank Me Later<br />Milestones<br /><ul><li>4/29- Official Album release date announced
  21. 21. 5/22- Official Track List Released
  22. 22. 6/2 – Album Leaked
  23. 23. 6/15 – Album Released</li></li></ul><li>Eminem vs. Drake<br />Drake – Thank Me Later by Social Media Type <br />Analysis<br /><ul><li>Much like Eminem’s data message boards break the story
  24. 24. Twitter then takes off with the conversation</li></li></ul><li>Eminem vs. Drake<br />Sentiment Analysis of Drake – Thank me later<br />Analysis<br /><ul><li>Very positive initial reviews when first album tracks were leaked.
  25. 25. When album leaked slight majority of posts were negative.</li></li></ul><li>Eminem vs. Drake<br />
  26. 26. Learnings<br />Social Media is driving much of music today knowing this labels must be proactive in promoting via social channels.<br />Promotion can be driven via twitter, Facebookbut you cant forget the community in the boards.<br />A good product helps , as reflected by the sales figures.<br />

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