Founded in 2004 by Ossy Hope, Wizard Promotions has put together live shows in Germany for top international acts like U2, Iron Maiden, Kiss, Lady Gaga, Metallica, and up-and-coming talents alike. They've successfully managed to adapt to the new challenges of the event market in recent years, combining the values and core competencies of a traditional tour event organizer with the innovation culture of the modern age music companies. Today, Wizard Promotions is positioned as one of Germany's leading concert agencies.
Frankfurt, Germany
11-50
99
Artists monitoredRegionEurope
Favorite Features- Social Media Audience
- Audience Heat-Map
- Radio Airplay Tracking
Soundcharts for the Live Industry: How Wizard Promotions use Soundcharts to assess artist value and optimize local event promotion campaigns
A lot of live music professionals face the same challenges. What are the right talents to book, and what are the right venues to host their shows? What cities should we put on our tour route? How do we optimize our local event promotion campaigns? Here's how Soundcharts helps Wizard Promotion to answer those questions:
Wizard Promotion is a legendary concert promotion agency based in Frankfurt. Bringing both well-known and up-and-coming international artists to Germany throughout the years, they've built a reputation of one of the key players on the German live market. However, when it came to the artist data, Wizard Promotions had to go the same route as most of live music industry professionals — that is, before they joined Soundcharts.
With no direct access to proprietary artist data tools like Spotify for Artists, they had to rely on third-parties and partners to get them the data they need. Often, that meant hoping that labels and artists management companies will send over the data tomorrow — while the decisions have to be made yesterday.
We were mostly calling the labels, asking them to send us something along the lines of radio airplay summaries and so on. We had to wait for these reports to see which radio played which song and that was going on, and on, and on for ages. That was very frustrating. Besides, we didn’t get any other insights that Soundcharts offers — like Spotify data, for example. The problem is that if you just go to Spotify, you can see all the artist’s main hits, or what people mostly listen in general — but you don’t know the exact figures for the German market. Soundcharts is really helpful there.
Working with both established and aspiring artists, Wizard Promotions has to consider the artist's value in their market — how many tickets can an artist sell, and in which cities? International success doesn't always translate to the local level — and so localized consumption data becomes key to identifying (and making the best use of) the market opportunities.
When we're setting up a tour route, for instance, Soundcharts allows us to get an audience breakdown by city and find out where the artist's fans actually live. That is especially useful when working with some of the smaller artists coming to Germany for the first time: we can check out if they are on any of the local charts and playlists, or if they had any airplay around the country. So if we see that they are mostly played in Berlin or Hamburg, we'd set up a concert in Berlin and Hamburg. Basically, we can check out where the audience is — that is where the value is for us.
However, it's not just about strategic planning — Soundcharts also comes into play when it's time to get the local promotion campaigns off the ground. To optimize their tour promo, Wizard Promotions leverages real-time airplay and audience insights, available on Soundcharts.
Tapping into Spotify insights and Soundcharts Airplay Tracking data, we are able to get a better idea of the artist's target audience and get a quick overview of radio stations playing the artist that we can contact for tour promotion. That way, we can quickly adapt our local promotion and marketing efforts, negotiating partnerships with local radio stations, and so forth. Soundcharts is a really helpful tool for us — both on the strategic and tactical levels.
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December 8, 2019
