In this episode of The Label Machine Podcast, host Nick Sadler sat down with Vasja Veber, the CBDO and co-founder of Viberate, a groundbreaking analytics platform that empowers artists and music industry professionals with insightful data. This episode delves into practical examples of leveraging music data to make strategic decisions, benchmark performance, and understand global reach.
Introduction to Viberate
Nick begins by introducing Vasja and providing a brief overview of Viberate. As an analytics platform, Viberate helps artists and labels understand their global influence by collecting and analyzing data from various streaming services, social networks, and music stores. Vasja, a pioneer in the music analytics industry and the former manager of techno legend Umek, shares how Viberate came to life and its role in the modern music industry.
The Journey to Viberate
Vasja discusses his journey from working in a local event management agency to co-founding Viberate. He describes how his initial skepticism towards electronic music evolved into a successful career managing Umek, a world-famous techno DJ. Vasja explains that managing a top-tier DJ involved significant challenges but also provided invaluable learning experiences that fueled his passion for data analytics.
“We made a lot of stupid mistakes at the beginning,” Vasja admits, “but we learned as we went along.”
Building Viberate from the Ground Up
The initial version of Viberate was a pet project focused exclusively on DJs. It started with a modest database of a thousand top DJ profiles, all entered manually. The platform provided basic metrics but quickly grew as users began contributing new profiles. This organic growth demonstrated a clear industry need for comprehensive music data.
From a small startup in Slovenia, Vasja and his team expanded Viberate into a leading global platform. Despite early challenges, including a tough stint in Silicon Valley, Viberate secured funding and continuously refined its product, ultimately becoming one of the top three music analytics services worldwide.
The Artist’s Perspective
Viberate offers tailored solutions for both music professionals and artists. For professionals like labels and distributors, the platform offers an extensive overview of the entire music ecosystem. Meanwhile, artists can access detailed analytics about their own performance across various channels.
Vasja emphasizes the importance of understanding where audiences are most engaged. For example, an artist can see if their Spotify campaigns are driving traffic or if they need to focus more on TikTok. The platform's ability to compare performance metrics across channels enables artists to optimize their marketing strategies effectively.
“It’s crucial to look outside your bubble and benchmark your data against others,” Vasja advises.
Navigating the Music Industry with Data
One significant advantage of using Viberate is the ability to create targeted marketing campaigns based on geographic and demographic data. Vasja provides an example: if an artist has a substantial following in Berlin, they can showcase this data when pitching to local festivals. This strategic use of analytics can open doors that might otherwise remain closed.
Nick and Vasja also discuss the evolution of A&R practices. While traditional methods involved discovering talent in local venues, modern A&Rs rely heavily on data to inform their decisions. Data-driven insights allow labels to identify emerging trends and promising artists more efficiently.
The Role of AI in Music Analytics
Vasja shares how Viberate leverages artificial intelligence to enhance its services. AI is used for cleaning and organizing vast amounts of data, ensuring that artist profiles are accurate and comprehensive. Vasja teases future developments, hinting at the integration of AI tools like ChatGPT to provide even more insightful and user-friendly analytics.
Practical Advice for Aspiring Artists
Nick challenges Vasja with a scenario: promoting a self-releasing artist with a limited budget. Vasja’s advice is pragmatic and emphasizes the value of networking and human connections. Instead of spending the entire budget on online ads, he suggests attending industry conferences to build relationships and pitch directly to labels and industry professionals.
“If you want to grow, you’ve got to be there,” Vasja asserts. “Meeting people face-to-face can make all the difference.”
Conclusion
The conversation wraps up with a reminder of the powerful role that data plays in the music industry. Whether you're an emerging artist or an established label, leveraging analytics can significantly impact your strategic decisions and overall success.
For more insights and to explore Viberate's offerings, visit their website at Viberate.com. You can also connect with Vasja on LinkedIn, where he shares updates and engages with the music analytics community.
Tune in to The Label Machine Podcast for more discussions with industry experts and learn how to navigate the ever-evolving landscape of the music business.