MMF LAUNCH UPDATED FAN DATA GUIDE AT SXSW LONDON
This evening (Thursday 4th June) at SXSW London, the Music Managers Forum (MMF) will launch a refreshed and revised Fan Data Guide at a London event for Pro and Company members. The event is being hosted in partnership with accountancy and business specialists BAND.
First published in 2019 as part of the MMF’s acclaimed Dissecting The Digital Dollar series, the guide has proved an incredibly useful resource for music managers – breaking down ten key categories of fan data, with advice and tips of how to utilise this information to develop marketing strategies and connect with audiences.
It was originally written by Chris Cooke of CMU and Red Light Management’s Lisa Ward, Jessie Scoullar of Wicksteed Works, Tom Burris (now Creative Technology Director at Zephyr) and Peter Mason of Russells.
Updated by MMF consultant Adam Webb, Jessie, Lisa and Tom have all contributed insights to the expanded version, as have renowned experts in the field, including ATC Group’s COO James Patterson and Andy Blair, founder of Reverb Data.
The guide is predominantly aimed at independent managers – encouraging a practical understanding of the fundamentals of collecting, using and safeguarding fan data; ensuring they 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:
“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.”
Jessie Scoullar, Chief Strategist, Wicksteed Works
“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
“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:
“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.”