Last story I wrote was about numbers. I said there that numbers are different than statistics. I have a problem also with statistics in one way. You can get things out of statistics so don’t discard them, use all the tools to collect whatever facts are out there. Still have one thing in your mind. Statistics are only available on action taken.
There won’t be any statistics if you don’t do anything. More or less no action, zero statistics. Or even just a small bit of action the data that comes in will be too little to draw any conclusions. And of course, if you cheat then your data will be not correct either.
I think many people today are not using the data that is actually out there. You should monitor a release and see what is getting any tractions. Most of the time I mainly see artists just count interviews or anything where they can pose and be a star counting. They never check if that interview is read or even lead to some new people getting to the music. That is so easy today, but yes vanity and ego is still big in many ways.
Another thing is that the artists are too fast to quit the marketing, giving up before reaching something. It seems they are mainly releasing a song just to be able to make a Facebook and Instagram post about it.
Then we have the big thing around statistics. Statistics can never say if a song is a hit or not beforehand. Since it’s only monitoring things in the past it has a very hard time predicting what is going on. If I have a song that is one year old and only has a couple of thousand streams the statistics will be quite boring. If I know though that my song will be used in the next blockbuster movie in the USA as the lead theme next summer I know it will be exposed to millions of people.
Here the statistics would tell us that this song is useless but with my other information the song is glowing hot and many people would jump on that train. This is why statistics really can’t predict that much of the future - just the past. In reality, a song might just be a hit if millions of people would have a chance to hear it. Possibly also not be a hit if millions of people hear it. Of course, the exposure makes a possibility for people to discover the song and like it. If the song is bland and not that attractive there still will be people attracted to the song but not so many would be picked up by the exposure.
Here the statistics can come in handy. Even if you get exposure to millions of people, how do you keep those that really liked your music? You can see in the statistics where they came from and you can try to get them to follow your channels.
The problem I have today is that people are talking like statistics can predict a future. Even with my music in that movie that is nothing certain. The movie itself might flop then fewer people will listen to it. The song is placed in a way that it’s just in the background and not that prominent. Nothing is certain until it has happened. The only thing you can rely on is that you need to do quite many things and sign up to get your data to be able to get something out of it. At the same time doing a lot of things with your music is the only way for many people to listen to it. It’s in the actions, not the statistics.
Editor’s Note: Peter Åstedt has been working in the music industry for over 30 years. He has started record labels, distribution systems, and publishing companies. Peter also runs several major showcase festivals and is an advisor for INES and co-founder of MusicHelp/Discover Sensation. He has worked with the Top Ten most streamed songs and had music on both the Olympics and Super Bowl. Peter has currently taken up the seat of Station Manager of Cashbox Radio, working with MD, PD and station owner, Sandy Graham. His latest venture is a new Showcase Festival in Sweden, Future Echoes scheduled for September 16-18, 2021.