In that regard, technology and the digital world can really help us make the right decisions. The Orchard implemented a statistical analysis tool that turned out to be extraordinarily useful in a variety of situations.
We are talking about the ‘Analytics’ section that has been available for some time now. Whether you want to keep track of sales, you are planning marketing investments, you want to know what platforms are preferred for digital download vs just streaming, you want to know if an artist’s album or its single tracks are being sold and why not, or even what countries buyers come from, then you could easily use this robust Analytics feature.
This is not all. An iTunes specific section is also available, showing exactly where (even telling you the postal code) and when (exact time) buyers click to purchase music. This could be an alternative and nice way for artists to spot what doors to knock on for a direct meet and greet with their fans! Just kidding.
So why is this information so useful? Simply because it allows you to monitor the digital market growth in almost-real-time and then identify strong and weak points. Let us make some practical examples:
Recently, Italian artist Colapesce shot a very good video for his single “Satellite” from his new album titled Un meraviglioso declino. This song was released as a single because the artist teamed up with Meg (former 99 Posse singer) to re-release another version of the same song. We noticed that making the single available for purchase, along with the video clip, not only boosted the sales of the song but of the full album as well.
Another example is “Happy!!!,” Sycamore Age’s video of their single. It has collected thousands of click-throughs on Vevo; so many that from the moment the album was available for purchase, the sales of their self-titled album were immediately and positively impacted. Also, Sycamore Age are being appreciated (and downloaded) very much outside of Italy thanks to their excellent English pronunciation. This information allows us to launch specific marketing campaigns to try to bring the band into those countries in Europe that showed more interest towards their music.
We could go on and on with hundreds of different examples but we understand that this could be boring. What we recommend you do is check out all these new possibilities and features since we think that the ‘Analytics’ tool that Orchard has created is a wonderful way to help us avoid mistakes and focus where to spend our energy (and money) on.
- Guest post written by Gabriele Giustini, Audioglobe (Italy)