Bits & Bytes 02/02

INFLUENCING EMERGING MUSIC TECH CULTURE

Thoughts from the CEO: Have you read Next Big Sound’s 2014: State Of The industry report yet? A must-read for our SoundCTRL community, or really anyone interested in the Brands x Music Tech intersection.I came across some not-so-obvious trends, like reggae being popular on Instagram but pop rock ruling the digital airwaves. Why? That's the beauty of data. It leads to less opinionated, more informed understanding. For too long, curation has been heavily reliant on an individual's gut, relationships and taste.NBS's analytics highlight a very positive relationship between brands and artists, showing that lesser known, 'break-out' artists can earn a brand the highest-earned media value. This type of data is changing the mentality of brands, who have spent far too long shying away from developing artists.The launch of Sour Patch Kids artists' haven is a great example of brands staying ahead of the curve, by focusing on supporting up-and-coming artists. The candy brand provides 'on the rise' artists with an inspiring home away from home, during tour stopovers. An organic way of focusing on 'what's next' vs. 'what's now'. Will data soon show more brands focusing on artist development and investing in artists who are lesser known? I hope so, it could really lead to new frontiers in the brand x band relationship and fuel better opportunities for both parties. #DataRemainsKing- Jesse K (@JesseKay)

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