Decisions about how to market and sell music, to some extent, still hinge upon subjective assumptions about what sounds good to an executive, or which artists might be easier to market. Increasingly, however, businesses are turning to big data and the analytics that can help turn this information into actions.


Big data is a term that reflects the amount of information people generate – and it’s a lot. Some estimate that today, humans generate more information in one minute than in every moment from the earliest historical record through 2000.


Unsurprisingly, harnessing this data has shaped the music industry in radical new ways.

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