Data Analytics in the Music Business
Authored by Liv Buli
Course Code: OMBUS-537
Level 5 (Proof of a Bachelor's Degree Required)
This course will help you gain a deep understanding of the role of data in the business of music, balancing theoretical concepts, illustrative case studies, and practical application. When used correctly, data about artists and music serve as invaluable tools, allowing companies to measure performance accurately and understand the current market, informing decisions with real facts and figures, and providing insight into how existing processes may be made more efficient. You will learn how to implement a data strategy, including its benefits and risks, and gauge how difficult it can be to obtain accurate data. You will apply data analysis, extract data, and perform queries, and you’ll also learn to represent data visually in ways that help with communication and understanding.
By the end of the course, you will be able to:
- Select the appropriate methods, fundamentals, environments, and occasions to apply data analysis
- Write SQL (Structured Query Language) and Excel formulas in order to extract and analyze data
- Determine which types of questions it is possible to ask of the data available
- Apply data to the business of music from album releases to promotional strategies and touring
- Analyze statistical concepts
- Assess any available data set, its source, and suggested application
- Visually represent and communicate data
Lesson 1: What’s Data Got to Do with It?
- Introduction to Data for the Music Industry
- Volume, Variety, and Velocity
- Sales, Radio Spins, Streaming, and Social Data
- What Is a Data Strategy?
- Case Study: Bombadil
- Assignment 1: Find a Data Strategy Example
Lesson 2: Introduction to Statistics
- Introduction to Statistics and the Need for Context
- How Do We Present Data?
- Variables: Categorical or Numerical
- Data Collection and Sampling
- Correlation Does Not Mean Causation
- Assignment 2: Statistics
Lesson 3: Charts, Graphs, and Plots: Tools for Examining our Data
- DataGeek Records
- The Value of Context: Mean and Median
- Determining Distribution and Skew for Numerical Data
- Exploring Multiple Variables with Scatterplots
- Deriving Insights
- Variability in Your Data Set: Standard Deviation and Variance
- Summarizing Categorical Data:Contingency Tables and Bar Charts
- What Is an Outlier and Why Is It Important?
- Assignment 3: Select an Artist or Band for Case Study Analysis
Lesson 4: Data-Driven Research A&R
- The Gut vs. Data Debacle
- What Does Research A&R Entail?
- The Job Description
- Skillset of a Research A&R
- It’s Not a Science: Methodologies of A&R Analysis
- What Defines Success?
- Different Tracks to Success
- Assignment 4:Analyze Data
Lesson 5: Finding, Cleaning, and Storing Data
- Meet the Data Pyramid
- The Trouble with Data Is . . .
- Common Issues with Music Industry Data
- Where Do ‘Datas’ Come From?
- Building a Scraper
- What Is an API?
- API Tutorial
- Assignment 5: Define Success for Your Chosen Artist/Band
Lesson 6: Introduction to Predictive Analytics
- Why Do We Want to Predict and How Do We Do It?
- The Difficulty of Predicting
- How Do We Build Predictive Models
- Why Is Prediction so Damn Hard?
- Potential Issues and Questions
- What Can the Music Industry Learn from Baseball?
- Communicating Technical Concepts to a Non-Technical Audience
- Bridging the Gap
- Is Data Ruining the Game That Is Baseball?
- Assignment 6: Data for Your Artist Case Study
Lesson 7: SQL: Extracting Data
- Introduction to Programming Languages Including SQL, Python, R, and D3.js
- Getting Started with SQL and Relational Databases
- Extract Relevant Information from a Rational Database
- The Fundamentals of SQL—SELECTing Our Data
- More SQL Functions
- Narrowing Our Search—SELECT * FROM artist WHERE genre IS LIKE “country”
- Narrowing Our Search Further
- In the Event of Multiple Conditions
- Using "SQL" in Google Sheets
- Assignment 7: Define the Ideal Structure for a SQL Query
Lesson 8: In Which SQL Meets Data Science . . . Performing Complex Functions on Multiple Tables
- Aggregate Functions
- Basic Arithmetic in SQL
- HAVING Specific Needs
- JOINing Tables
- Cleaning Data (INSERT and DELETE) and UPDATing Information
- The Data Scientist’s Job Description
- Interview with Claire Dorman, Sr. Data Scientist with Pandora Music
- The Music Genome Project
- Assignment 8: Submit Queries for Musical Tutorial
Lesson 9: Show, Don’t Tell: Data Visualization and Information Graphics
- It’s Not the Pie Chart, It’s You
- We Are Not yet Data Literate
- From Bar Charts to Box Plots: The Fundamentals of Data Visualization
- Designing Data Viz: A Talk with Lisa Charlotte Rost
- Tools for Building Data Viz: From Static to Interactive
- Assignment 9: Create a Case Study Chart
Lesson 10: Why Transparency and Context Matter
- Why Transparency Matters!
- Tour Planning Logistics
- Using Data to Improve Tour Planning
- Making Smarter Decisions
- How Could This Data Benefit the Business of Music and Strategies?
- Leveraging Data to Better Understand How Fans Interact with Artists
- Looking for Data Where Data Isn't
- The Historic Power of Labels
- Streaming Services and Social Media
- Looking Beyond the Data
- TIDAL Case Study: Data Manipulation and Lack of Transparency
- Assignment 10: Build a Proposed Tour Schedule or Marketing Strategy
Lesson 11: What On Earth Is the Blockchain and Why Does it Matter?
- Blockchain 101—the Tech Fundamentals
- How Blockchain Works
- The Problem of Digital Rights Management—Why We Need a Data Standard
- Copyright Review
- The Case for Using Blockchain for the Music Business
- A New Type of File
- How-To Guide:How The Artist Actually Gets Paid
- Potential Obstacles
- Assignment 11: Finalize Your Artist/Band Case Study
Lesson 12: Indexes and Benchmarks: Summarizing What We’ve Learned and Setting New Standards for the Industry
- What Is the Ideal Data Set or Data Point?
- Streaming Data
- Overlooked Sources of Information
- Context Is King—Building Benchmark Values and Setting New Industry Standards
- Important Milestones
- The Current State of Music Data Intelligence and Where Do We Go from Here?
- Conclusion—Can Data and Intelligence Really Add Value to the Music Industry?
Proof of a Bachelor's Degree
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Prerequisites and Course-Specific Requirements
This course does not have any prerequisites.
- OpenIntro Statistics, Fourth Edition by David M. Diez, Christopher D Barr, Mine Cetinkaya-Rundel
- Structured Query Language: Standard Track Print by Various Authors, Wiki Books
- The Wall Street Journal Guide to Information Graphics: The Dos and Don’ts of Presenting Data, Facts, and Figures by Dona M. Wong, W. W. Norton & Company
- The Signal and the Noise: Why So Many Predictions Fail—but Some Don't by Nate Silver, Penguin Books
- Google account
- Next Big Sound (student) account
After enrolling, please check the Getting Started section of your course for potential deals on required materials. Our Student Deals page also features several discounts you can take advantage of as a current student. Please contact firstname.lastname@example.org for any questions.
General Course Requirements
Below are the minimum requirements to access the course environment and participate in live chats. Please make sure to also check the Prerequisites and Course-Specific Requirements section above, and ensure your computer meets or exceeds the minimum system requirements for all software needed for your course.
- Latest version of Google Chrome
- Zoom meeting software
- Speakers or headphones
- External or internal microphone
- Broadband Internet connection
Liv Buli is a data journalist and author living in Olive, New York. Previously a senior music data journalist with Pandora Media and Next Big Sound, Buli has spent most of her career working at the intersection of storytelling, data science, and visualization, thinking about how best to tell stories with data and speaking at conferences around the world. She is also the author of Penelope Pie's Pizza Party, the first book in the Vizkidz series: a collection of books that teach the fundamental concepts of data visualization and analysis to children.
InstructorDiana Gremore is an 8 year veteran of the live music industry with a promoter and agency background, and currently serves as the founder and CEO of an upcoming music-tech company focused on data in the live music industry. Her most recent role was Director of Music Insights at Wasserman Music. Previously, she created and led the first data and analytics department at Paradigm Talent Agency, after a few years of working directly in booking. Prior to the pandemic, she also co-founded and ran a non-profit concert series that focused on breaking emerging local artists and raised funds for local youth arts organizations. Additionally, she is an advisor for a number of music-tech start ups, is a contributing member at Water & Music, and has guest lectured at Berklee College of Music and NYU.
When taken for credit, Data Analytics in the Music Business can be applied towards these associated programs: