That Eric Alper

By Mitch Rice

Numbers and rockstars… Sounds like an odd couple, right? But here’s the truth: the music business is as much about spreadsheets as it is about riffs and catchy choruses. If you think market research is just for soulless corporations, buckle up. It’s everywhere in music. And honestly, when it’s done right, it makes things better for fans and artists alike.

Why Market Research Gets the Encore

You ever notice that new artists sometimes seem to pop out of nowhere? Suddenly everyone’s talking about them, they’re in every playlist, and you’re wondering if you missed a memo. That’s market research doing its thing. Labels and managers don’t just throw songs into the world and hope they stick—they check what people like (and don’t like) before spending big on pitches, tours, or TikTok campaigns.

Not convinced? There’s this classic example of how Billie Eilish had a massive online following before her album even dropped. Someone, somewhere was clearly paying attention to the numbers and the chatter. The data practically shouted, “Yep, people want more of this.” So her team gave us more.

The Playlist Revolution (And Other Ways Market Research Sneaks In)

Playlists used to be about burning mixtapes for friends. Now they rule everything. The curators at Spotify and Apple Music? They’re deep into market research—monitoring skips, replays, where listeners bail out, and what random tune goes viral because of a meme. The next time you notice your Discover Weekly playlist absolutely nailing your mood, you’re seeing clever research in action.

It gets wild when you realize they’re not just looking at what you play, but how you play it. Do you listen at the gym? In the car? Skip after 18 seconds? I once had a friend who worked for a streaming platform, and he swore the data could predict breakout hits weeks in advance, just by seeing where new songs were sneaking onto background playlists.

Artists in the Know

Sure, major labels pour cash into research, but indie artists do their homework too. Maybe not with whole analytics teams, but even just chatting to fans on Instagram or checking Bandcamp stats gives them a sense for what clicks. If you’re an artist, even simple surveys or peeking at where merch sells best can influence your whole strategy.

And these days, using AI for market research is a total game changer. Suddenly, you don’t need a fortune to predict trends—tools can sift through thousands of Tweets, streams, and sales numbers in minutes.

The Human Touch Never Goes Out of Style

Now, all this data is cool—okay, sometimes a little creepy—but it can’t replace instinct and heart. Sometimes a song just feels right, and the numbers catch up later. Look at the surprise hits every year that nobody can really explain. Even the best tools miss the occasional unicorn.

At the end of the day, market research isn’t making music any less magical. If anything, it’s helping artists and fans find each other faster. And when that happens? That’s when you catch yourself singing along in the car, just a little too loud.

Data and information are provided for informational purposes only, and are not intended for investment or other purposes.