Indie-Con: Streaming Services Are Helping Aus Acts Take Over The World
'No matter what the genre, people are listening to us all over the world.'
With new streaming services seemingly popping up each week, artists and labels can sometimes drown in the accompanying data.
Indie-Con's Streaming & Data panel laid out some important facts about the shift in technology.
Maya Janeska (UNFD)
"We had an 18-month release plan for an artist and had everything planned out. We had singles planned out and when it came time to the next stage of setting up the single we actually changed both single three and single four solely due to streaming data. We noticed that they were by far the most popular songs as compared to the singles we thought people would connect with."
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"The majority of our streams come from the US and Europe and not really Australia, even though the majority of our roster is Australian artists. It also helps plan tours, so we have an artist that is getting a lot of streams in France so instead of one show in France, it's two."
Amy Dietz (INGrooves)
"It becomes a story – the skip rate is one piece of story added to how the consumer is interacting with it. Are they listening to playlists? Are they listening through their collection? What's the relationship between the two? So you kind of have to put the pieces together as opposed to just looking at one thing to tell you what you should do next."
"One of the things that's most important is, whatever tool you're using, just understanding that it's being vetted on a regular basis. You have to ask questions and talk about what's coming next because what you did three months ago is not what you're going to be doing three months from now."
James Limon (ABC)
"We've got some developing artists where they're having huge success on streaming services and then we look and it's all coming from a big playlist, so then you take a step back and realise, 'Well, there's an awareness market that we're missing out on because we're all relying on that one playlist but people aren't actually going and searching for the artists or adding them to their collection.'"
Henry Compton (The Orchard)
"Apple and Spotify are really great with giving data, but you definitely notice a different consumer on different services… there's a lot more discovering going on with Spotify and an informed consumer on Apple Music in terms."
"When it comes to specific stuff, I definitely think the stores have a long to figuring out the niche market of music."
Ben Godding (AWAL/Kobalt)
"Some people are writing music for playlists because they know they'll get a low skip rate, and it goes on and builds and builds and goes into the chart and it's a vicious cycle."
"Australian music is fucking world class. We're so lucky to be part of this industry and no matter what the genre, people are listening to us all over the world and we can think beyond our shores way more than ever before."
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