Gigi Johnson, Inaugural Director of the UCLA Center for Music Innovation, shared this presentation at SXSW Music 2015. She discussed how artists and those who support them might think differently about planning how to work with data, and how the "Digital Ma" and Small Data might make sense for artists in a world shifting from transactional music purchases to relational content. She talked about Super Fans and tools that are in use now for engaging with your fans, plus concerns as this shift continues for artists.