The Music Managers Forum (MMF) is launching a refreshed and revised Fan Data Guide.
First published in 2019 as part of the MMF’s Dissecting The Digital Dollar series, the guide breaks down 10 key categories of fan data, with advice and tips of how to utilise this information to develop marketing strategies and connect with audiences.
The updated guide for MMF members is aimed at independent managers, encouraging a practical understanding of the fundamentals of collecting, using and safeguarding fan data. It also acts as a resource to ensure managers are maximising the potentials of fan data within business partnerships and contracts, and incorporating fan data into their clients’ marketing and business strategies.
Annabella Coldrick, chief executive, Music Managers Forum, said: “Since we published the first Fan Data Guide in 2019, the scope for artists to build authentic and organic relationships with their audience has increased exponentially. Subsequently, there is a real demand from managers to access a full spectrum of fan data – and especially ticketing data, arguably the most valuable data of all, which historically has been the most challenging to obtain.
“Our new updated publication reflects these changing dynamics, where managers are looking to work far more collegiately with promoters, labels, distributors and other industry partners in order to nurture long-term artist-fan relationships. The most effective and authentic campaigns will always be artist-led, and therefore it is essential that managers have an enhanced understanding of how they can access and utilise fan data and bake it into their decision-making and strategies.”
Harnessing and interpreting the ever-increasing volume of fan data remains one of the most fundamental challenges facing music management
Lisa Ward
Jessie Scoullar, chief strategist, Wicksteed Works, said: “The most successful artists combine creativity, talent, and grit with a focus on community-building. Used thoughtfully and strategically, fan data can be a powerful tool for nurturing and expanding these relationships, and the MMF's guide gives managers an excellent place to start."
Lisa Ward, managing director, Red Light London, said: “Harnessing and interpreting the ever-increasing volume of fan data remains one of the most fundamental challenges facing music management. This updated MMF guide provides an essential overview of where data can be collected and utilised, and is especially useful for time-pressured independent managers whose resources are spread thinly.”
Tom Burris, creative technology director, Zephyr, added: “In today’s music industry, the artists who build the strongest careers will be the ones who build the strongest direct relationships with their audiences, not just fleeting viral attention. The updated MMF Fan Data Guide gives managers a practical framework for turning reach, engagement and transactions into something more durable; an artist-owned audience that can support long-term careers.”
