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connecting events with fans
Mixing Music Metadata, Audience Metrics and Brand Activations, Understanding User Engagement
MaMA Event, ParisOctober 18, 2013
connecting events with fans
Part 1
Live MetricsFrench and German festivals
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Live metrics
Quantitative study of 10 French festivals (based on Greencopper powered apps):
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• Vieilles Charrues• Nuts sonores• Rock en Seine• Garorock• Eurockéennes
• Printemps de Bourges• Francofolies• Main Square• Solidays• MusiLac
Quantitative study of 5 German festivals (based on Greencopper powered apps, web and Facebook):
• Hurricane
• Southside• Mera-luna
• Highfield• Elbjazz
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Live metrics - figures
1.127.500 attendees in France
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10.52% penetrationmobile app
8.77% penetration
of Twitter followers
50.45% penetrationof FB likes
196.000 attendees in Germany
45.54% penetrationmobile app
9.72% penetration
of Twitter followers
156.34% penetrationof FB likes
259.73% penetration
of web traffic
* penetration rate measured as the number of active users divided by the festival attendance
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Live metrics - figures
5.7 x more FB likes than Twitter followers
20% more app users than Twitter followers
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16.1 x more FB likes than Twitter followers
4.7 x more app users than Twitter followers
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Web vs. Mobile apps total time spent
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24 min. 7 sec. total time spent on the
mobile app per user
5 min. 43 sec.total time spent on the
website per user
5 x more time spent on mobile apps compared to time spent on websites.
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Mobile case studyRock en Seine (fréquentation 2013 : 118,000)
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31 %
69 %
58 156TÉLÉCHARGEMENTS DEPUIS 2010ET 17 343 UTILISATEURS ACTIFS EN 2013
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Mobile case studyRock en Seine
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Mobile case studyRock en Seine
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Songsnaps at the Pitchfork and Treasure Island
• Snap a photo, tag it with music, share it!
• Live at the Pitchfork music festival and ongoing at Treasure Island
• Pitchfork usage:
• Over 10,000 downloads of the mobile apps
• Over 2,000 songsnaps created by festival-attendees
• Over 30,000 music tracks played
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Part 2
BrandActivations
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Brand activations - Case studies
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• Mobile carrier: SFR
• 23 French festivals
• Supermarket: Chronodrive
• 4 French festivals
• Taxi: Hailo
• 1 Canadian festival (NXNE) + 1 US festival (Outside the Box)
• Music streaming service: Deezer
• 18 festivals (sponsored)
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DEEZER and the game “Name that tune!”.
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Start Play Win!
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Why do Brands love Mobile Apps?
• Downloading a festival app is often an act of engagement
• Brands do value engaged fans as Brand promoters
• Mobile apps are highly visible technology showcases (e.g. a festival app can reach first position in the Apple Store)
• Mobile is cool ;)
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Part 3
Music MetadataMusic Web APIs
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Importance of Music Metadata
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28Mtracks
• Instant access to a huge volume of music!
• New ways of discovering music becomes essential.
• Music metadata powers innovative discovery tools.
Lost inmusic?
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Music Metadata - Music Web APIs
• Type of Metadata sources
• Internal to content (the ID3 format embedded in MP3: artist name, song title, genre, etc)
• External to content (repositories)
• Metadata-based techniques are often applied on repositories of content:
• Repositories that contain both metadata and content
• Repositories that contain only metadata with references to the external location of the content
• Music Web APIs: set of online APIs enabling access to Music metadata
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A multitude of Music Metadata sources
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Music Metadata - Music Web APIs
• Gracenote and FreeDB
• Fingerprinting. Database to look-up CD information based on a CD/track id. FreeDB is community based.
• MusicBrainz:
• Structured open online database for music (CD info). Entries are maintained by volunteer editors.
• Last.fm
• Scrobbling. Social recommendation service. API.
• The Echo Nest
• Music intelligence platform bring recommendation, playlisting data for consumer services (Spotify, Rdio,..)
• Deezer, Rdio, Spotify19
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Music Recommender at the Reeperbahn fest.
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Recommender feature integrated as part of the mobile app menu.
List of recommendations tailored to each user musical taste!
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Usage statistics at the Reeperbahn festival
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Usage statistics at the Reeperbahn festival
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• 580 acts at the Reeperbahn festival in 2013 (showcases, workshop, conferences, panels, etc.)
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Examples of apps based on Music Metadata
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connecting events with fans
Merci !
Gwenaël Le Bodic chief executive [email protected]: @glebodic
Cécile Martin marketing [email protected]