In 2011, managers at EMI Music spotted something interesting. It concerned one of their new artists who boasted a strong following among young people, but little recognition in other demographic groups. EMI observed that other music fans were starting to take notice of the artist. Eventually, the company’s research showed that the artist had gained recognition among casual consumers, ie, those who listen to and watch mainstream radio and television. At that point EMI decided to back the artist with a major marketing campaign. It was subsequently rewarded with a number-one hit.
This kind of data-driven process is typical of the way that EMI operates, says David Boyle, the company’s senior vice-president for consumer insight. Decisions about how to market artists used to be made by managers with a deep knowledge of the industry but little data to draw on. Now those same managers can dive into EMI’s sizeable data holdings when making a decision on whom to promote.