Spotify’s data drive

Spotify’s data drive

Music streamer Spotify teamed up with Biffy Clyro to record a live session with the Scots band in its Berlin office last summer and has now come up with a batch of 500 vinyl records of that performance. The recipients of those 12-inch copies will be Biffy Clyro’s biggest fans, according to Spotify metrics, which will be used to identify those streaming their music the most.

The Berlin session was uploaded last year and tracks from the performance had picked up more than 1.4 million streams by end-April. The vinyl release mark’s the streaming outfit’s first incursion into the physical-format space.

The initiative is part of the Spotify’s Fans First programme which is powered by the revamped Spotify for Artists platform, formerly Fan Insights. The company is selling it as a one-stop shop designed to guide musicians through Spotify, giving them access to audience insights and song data.

Artists will be able to determine who theiir listeners are, including their age and gender, get detailed breakdowns of where people are listening to music, and get live listener updates in real time.

Spotify says musicians will be able to stay on top of how well their latest single is performing or measure the impact of marketing on streams, while playlist data will enable them to see just who’s adding music to their playlists.

Image: Biffy Clyro

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