This episode features Christine Osazuwa, former Global Marketing Director of Data & Insights at Warner Music Group. How do you make the numbers work? Christine uses numbers for good and believes that business can be an art and art can be a business. What does it mean to oversee and develop a marketing data strategy? How does one identify and break global priority artists by creating benchmarks and KPIs in order to ensure long-term global artist growth?
Our next guest is the Founder of Measure of Music and was the former Global Marketing Director of Data & Insights at Warner Music Group, Christine Osazuwa. After Warner, she became the UK Director at shesaid.so and the Strategy Director at Pollen and then Chief Strategy Officer at Shoobs. Christine uses numbers for good and believes that business can be an art and art can be a business. Some of the questions this conversation answers: What does it mean to oversee and develop a marketing data strategy? How does one identify and break global priority artists by creating benchmarks and KPIs to ensure long-term global artist growth? Christine has managed to combine all of her passions, music, marketing, and data into consulting with various music startups, venues, festivals, radio stations and labels, bridging the gap between music, data & business. Christine explains how data and numbers are no substitute for a good story & passion (but, you better have some damn good numbers to back it up). She also reveals a giant list of stories and tips on making your way into and through the music industry.
“I think people get overwhelmed by the fact that there are so many places that you could be looking at, so I think the first thing to do is kind of think about what has worked for you. As an artist or manager, you probably intuitively know some of those things, and you don’t need the data to tell you. Then experiment a bit. Let’s start with something really simple. Let’s say Spotify is your strongest platform and then figure out the other part of it, what’s your strongest social platform. Is it TikTok? Is it Twitter? It’s it Facebook? Is it Instagram?”
#HowWeListen Live: In Conversation
1:15 - Christine Osazuwa
2:00 - All Time Low, Warped Tour
5:00 - Python
6:00 - Nigerian in Sweden, Chief Data Officer, Burna Boy
10:00 - Posting Jobs
11:20 - Baltimore Music
13:53 - YouTube
17:41 - Metadata panel
19:00 - Merch/sales
24:00 - Street Team
35:00 - Jenny Kaufman
36:15 - Measure of Music
47:00 - Representation in the Music Industry
51:29 - UK Music Diversity Report
54:57 - Christine web site / Blog
1:03:00- Chocolate City Music
1:06:00 - Byta.com, The Featured Artists Coalition (FAC)
Music by Fin Productions and Oliver Lyu