ZART (stylized Z|ART) Agency is a Berlin-based promoter, focusing on supplying talent with what they need to get to the next level. Working both with developing or established artists, ZART take pride in integrating innovative marketing and promotion concepts for live entertainment, and helping artists to realize their dreams while keeping the bottom line solid.
Roster: Polo & Pan, RY X, Crooked Colours, Let’s Eat Grandma, Aaron Taylor, Rhodes & more
Berlin, Germany
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55
Artists monitoredRegionGermany
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Soundcharts for the Live Industry: Why ZART Agency Chose Soundcharts as Their Go-To Music Data Analytics Platform
A lot of the teams working in the live industry face the same challanges. What are the right artists to book, and what are the right venues to host their shows? Why do some artists sell a lot of tickets, while others don't? Here's how Soundcharts helps ZART Agency to get insights into the artists they work with and, ultimately, put together better shows
ZART is a boutique agency focusing on event promotion: they rent venues, do the ticketing, and put together national and regional promotion campaigns for live events while also taking care of the technical side of things. Working with international artists of all scope, ZART has to continually assess the artist's value in their market — and so getting an understanding of the market fit is one of their greatest challenges.
Stripping it down, our job is to bring international artists in Germany, and so a big part of our expertise is to know which markets fit which artists. Our work involves a lot of strategy and consulting, finding an answer to questions like which regional market do we need to grow, and how do we do it? What are the right venues to play — and what's the right time to play them?
Live music professionals are looking for the in-depth view of the artist's career, built with actionable data insights that actually allow them to be independent
Live promoters rarely have access to the data tools at the artist's disposal, like Spotify for Artists — especially when it comes to the first talent assessment. Accordingly, they have to dig through dozens of disconnected, fragmented open data sources — or rely on third parties, like labels or artist managers to share data with them. Like most of the music professionals working within the live industry today, ZART used to struggle when it came to getting the artist data, and before they joined Soundcharts, the data they did get was never really complete.
As promoters, we don't have access to any of the proprietary data tools that the artists have. No Spotify for Artists, no Facebook Insights — which is why this is why we had to depend on third-parties to give us access to the data we need. It took some effort, but if you knew the right people, you could usually get it in time. But looking back now, I can say that was more of a secondary indicator — definitely not something you could build a real argument with.
Why Soundcharts was ZART Agency's data platform of choice?
For ZART, Soundcharts means independency. With our all-in-one analytics platform, they can be completely self-sufficient while also getting better, actionable insights. In a nutshell, Soundcharts helps ZART to:
- Understand the market value of an artist, and explain why some artists do very well in their market, while other's don't
- Get a complete view of the artist's presence in Germany, reaching far beyond the basic data gathered across digital platforms.
- Get an insight into the current artist trend and momentum
Having the data that beyond the artist's digital platforms helps a lot: we've seen some artists who have next to nothing in terms of presence on digital platforms — but they do sell tickets since they have some activation through the radio airplay or online publications. On the other hand, some artists do have a strong digital presence, a lot of monthly listeners and social media followers, but doesn't sell any tickets. Soundcharts helps us to cross-check all those different platforms and get real insights into artists we work with.
Coming back to the last point — it's essential for the professionals in the live business to understand if the artist is hot right now, or if the momentum has long passed. Sometimes, follower counts across social media can indicate that the artist can sell out a huge venue. Still, you have to remember that the live industry relies on active, dedicated fans — people will actually go out to the show. A vast social following is off the back of a release from two years ago, and so it doesn't always transition into ticket sales. That's why understanding the artist's current growth trend is key when building an event promotion strategy.
The audience page and graphs for monthly listeners' growth and social media evolution allow us to quickly understand if an artist is hot at the moment, or if the momentum passed six months ago. Did they had a single successful release and that hype doesn't matter anymore? The audience growth, both in terms of streaming listenership and social media following, is key to understanding the artist trend — which is essential for our business. That's why we'd definitely recommend Soundcharts to anyone looking to step up their promotion game.
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December 8, 2019
