O2 is deploying Big Data technology across all of its UK O2 Academy music venues to analyse audience behaviours. Using proprietary tech and algorithm-based analysis, the company will be able to gather granular information such as calories burned and noise generated by an audience, along with an event’s most popular happening based on crowd response.
O2 says it will share the audience data with artists, enabling them to get a deeper understand of fans’ reactions, as well as determine which songs were the most popular for individual performance or across entire tours.
Close to 4 million live-music fans visit O2 Academy venues each year.
Image: Academy Music Group