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Why Artists Must Own Their Data: Guest Post by WME’s Co-Head of Music Kirk M. Sommer
Data has become as valuable as gold in the music world, where it refers to fans' contact information. WME's Kirk M. Sommer shares his thoughts.
Despite writing and recording the music, building their brand via social media and touring, and carefully cultivating their fanbase, most artists today don’t actually control the data that underpins their careers. Fan information is scattered across platforms, from ticketing services to social media, streaming, and merch stores, creating a fragmented, inaccessible web of insights that should belong to the artist. If artists had access to the same kind of granular data like contact info, purchase behavior, geographic clusters and sentiment, they could build smarter marketing campaigns, plan more strategic tours, and offer tailored experiences to fans who actually want them.
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