Artist Longevity in an Oversaturated Market — A Study
This study followed Doja Cat’s streaming numbers after the release of her latest album, Vie, for 8 weeks post-release.
After collecting data, our group decided to look at similar artists and compare their streaming numbers for an 8 week life cycle post-release and try to identify a pattern.
Here’s what we learned:
The music industry is shifting and artist longevity is shorter than ever. Momentum that is built quickly is lost just as fast.
Marketing is shifting from various mass medias to more internet-based marketing.
Fan culture isn’t the same as it used to be before the internet with fan clubs, monthly news letters, or special memorabilia falling to the wayside. However, fan identity resonance has not changed even if the marketing has.
On Spotify alone there are roughly 100,000 songs released every day. Standing out takes more than just a good tune; it requires a thorough marketing team, active social media postings, generated ‘hype’ around the release, and a quick tour turn around to stay relevant in mainstream algorithms.
Take a closer look at the data we collected with the slideshow below!
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Take a closer look at the data we collected with the slideshow below! ✷
