匹配营销人员与音乐人才：品牌如何利用数据捕获文化资本

For brands, selecting the right talent for endorsement deals is both an art and a science.For brands, selecting the right talent for endorsement deals is both an art and a science But now more than ever, brands and music companies can use data in the process of identifying,evaluating and choosing an artist who aligns best with their brands or products.evaluating and choosing an artist who aligns best with their brands or products IntroductionNTRODUCTON This report provides an analysis and review of data from the Luminate Artist + Genre Tracker toshow how behavioral audience entertainment data can inform marketers in the scientific aspect ofbrand/partner matchmaking, helping them to locate artists whose fan base matches a brand’starget audience of product purchasers.This report provides an analysis and review of data from the Luminate Artist + Genre Tracker tobrand/partner matchmaking, helping them to locate artists whose fan base matches a brand'starget audience of product purchasers utilizing the data that puts a company ahead of the curve, shaping and participating in culturerather than responding to it after the audience has already moved on.Choosing the right talent will always have some subjective criteria, but real consumer data canutilizing the data that puts aompany ahead of the curve, shaping and participating in culturerather than responding to it after the audience has already moved on. help marketers to build and solidify a strong consideration set of varied artists as potential brandpartners. To that end, this analysis identifies music talent who show strong affinity and buyinglikelihood among category purchasers in six major product categories.Furthermore, our selection process intentionally excluded the biggest stars (think Taylor Swift) aspartners. To that end, this analysis identifies music talent who show strong affinity and buyinglikelihood among category purchasers in six major product categories we looked to highlight lesser-known artists both old and new to the industry, whom brands may nothave considered without the benefit of data to support decision-making. This signals the power ofdata to help brands widen the aperture on highly aligned artists to engage with, including thoseartists who may not be the most obvious.Ultimately, having the right data is a critical element in helping brands to make smarter, morenave considered without the benefit of data to support decision-making. This signals the power oidata to help brands widen the aperture on highly aligned artists to engage with, including thoseartists who may not be the most obvious. the first stop in identifying and vetting the right talent to connect with your target audience. Think of it as “moneyball” for brand partnerships.nformed decisions about the talent they choose tosent their brand or product. Data can be The Luminate Artist + Genre Tracker is a best-in-class research tool to help the music industryand brands understand consumer attitudes and perceptions toward specific music artists andgenres alongside evolving media usage and purchasing behaviors. Provided by Luminate Insights,the Artist + Genre Tracker provides U.S. consumer survey results and other performance metricsfor over 600 artists and 100 genres or subgenres. Since September 2021, surveys are conductedquarterly online among U.S. consumers ages 13+, representative of the general populationaccording to the U.S. Census on age, gender, ethnicity and region.The Luminate Artist + Genre Tracker is a best-in-class research tool to help the music industryand brands understand consumer attitudes and perceptions toward specific music artists andgenres alongside evolving media usage and purchasing behaviors. Provided by Luminate Insights,the Artist + Genre Tracker provides U.S. consumer survey results and other performance metricsfor over 600 artists and 100 genres or subgenres. Since September 2021, surveys are conductedaccording to the U.S. Census on age, gender, ethnicity and region. About theLuminate Artist+ Genre Tracker ABOUTTHELUMNATEARTST+ GENRETRACKER The tool can help answer business questions:The tool can help answer business questions: Which music artists, genres and media touchpoints offer the best opportunity toreach my target audience?What music audiences (e.g., artist or genre fans) are most likely to be shopping in mybrand’s product category?Which artist fans are most open and receptive to brand partnerships and endorsements?How does my artist compare with others or the general population on consumerperceptions such as likability?How does media engagement differ among artist and genre fans, including socialmedia, music and video streaming services?What is the right marketing plan to support my music investments?. Which music artists, genres and media touchpoints offer the best opportunity toreach my target audience?What music audiences (e.g., artist or genre fans) are most likely to be shopping in mybrand's product category?. Which artist f