Mixing Music Metadata, Audience Metrics and Brand Activations: understanding user engagement

connecting events with fans

Mixing Music Metadata, Audience Metrics and Brand Activations, Understanding User Engagement

MaMA Event, ParisOctober 18, 2013

connecting events with fans

Part 1

Live MetricsFrench and German festivals

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Live metrics

Quantitative study of 10 French festivals (based on Greencopper powered apps):

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• Vieilles Charrues• Nuts sonores• Rock en Seine• Garorock• Eurockéennes

• Printemps de Bourges• Francofolies• Main Square• Solidays• MusiLac

Quantitative study of 5 German festivals (based on Greencopper powered apps, web and Facebook):

• Hurricane

• Southside• Mera-luna

• Highfield• Elbjazz

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Live metrics - figures

1.127.500 attendees in France

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10.52% penetrationmobile app

8.77% penetration

of Twitter followers

50.45% penetrationof FB likes

196.000 attendees in Germany

45.54% penetrationmobile app

9.72% penetration

of Twitter followers

156.34% penetrationof FB likes

259.73% penetration

of web traffic

* penetration rate measured as the number of active users divided by the festival attendance

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Live metrics - figures

5.7 x more FB likes than Twitter followers

20% more app users than Twitter followers

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16.1 x more FB likes than Twitter followers

4.7 x more app users than Twitter followers

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Web vs. Mobile apps total time spent

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24 min. 7 sec. total time spent on the

mobile app per user

5 min. 43 sec.total time spent on the

website per user

5 x more time spent on mobile apps compared to time spent on websites.

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Mobile case studyRock en Seine (fréquentation 2013 : 118,000)

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31 %

69 %

58 156TÉLÉCHARGEMENTS DEPUIS 2010ET 17 343 UTILISATEURS ACTIFS EN 2013

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Mobile case studyRock en Seine

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Mobile case studyRock en Seine

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Songsnaps at the Pitchfork and Treasure Island

• Snap a photo, tag it with music, share it!

• Live at the Pitchfork music festival and ongoing at Treasure Island

• Pitchfork usage:

• Over 10,000 downloads of the mobile apps

• Over 2,000 songsnaps created by festival-attendees

• Over 30,000 music tracks played

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connecting events with fans

Part 2

BrandActivations

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Brand activations - Case studies

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• Mobile carrier: SFR

• 23 French festivals

• Supermarket: Chronodrive

• 4 French festivals

• Taxi: Hailo

• 1 Canadian festival (NXNE) + 1 US festival (Outside the Box)

• Music streaming service: Deezer

• 18 festivals (sponsored)

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DEEZER and the game “Name that tune!”.

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Start Play Win!

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Why do Brands love Mobile Apps?

• Downloading a festival app is often an act of engagement

• Brands do value engaged fans as Brand promoters

• Mobile apps are highly visible technology showcases (e.g. a festival app can reach first position in the Apple Store)

• Mobile is cool ;)

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connecting events with fans

Part 3

Music MetadataMusic Web APIs

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Importance of Music Metadata

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28Mtracks

• Instant access to a huge volume of music!

• New ways of discovering music becomes essential.

• Music metadata powers innovative discovery tools.

Lost inmusic?

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Music Metadata - Music Web APIs

• Type of Metadata sources

• Internal to content (the ID3 format embedded in MP3: artist name, song title, genre, etc)

• External to content (repositories)

• Metadata-based techniques are often applied on repositories of content:

• Repositories that contain both metadata and content

• Repositories that contain only metadata with references to the external location of the content

• Music Web APIs: set of online APIs enabling access to Music metadata

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A multitude of Music Metadata sources

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Music Metadata - Music Web APIs

• Gracenote and FreeDB

• Fingerprinting. Database to look-up CD information based on a CD/track id. FreeDB is community based.

• MusicBrainz:

• Structured open online database for music (CD info). Entries are maintained by volunteer editors.

• Last.fm

• Scrobbling. Social recommendation service. API.

• The Echo Nest

• Music intelligence platform bring recommendation, playlisting data for consumer services (Spotify, Rdio,..)

• Deezer, Rdio, Spotify19

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Music Recommender at the Reeperbahn fest.

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Recommender feature integrated as part of the mobile app menu.

List of recommendations tailored to each user musical taste!

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Usage statistics at the Reeperbahn festival

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Usage statistics at the Reeperbahn festival

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• 580 acts at the Reeperbahn festival in 2013 (showcases, workshop, conferences, panels, etc.)

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Examples of apps based on Music Metadata

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connecting events with fans

Merci !

Gwenaël Le Bodic chief executive [email protected]: @glebodic

Cécile Martin marketing [email protected]