Immensity is an intelligent marketing strategy that uses advanced analytics and machine learning to determine what social or marketing trends are driving audience growth, fan engagement, usage and revenue.
These results are from Immensity for Artists, a company DMN is proud to partner with.
Over the last ten years, Immensity’s Co-Founder & CEO, Nick Minicucci, has demonstrated how musicians and teams work together and how machine learning is impacting various industries. He graduated from music school and joined several local bands, signed with APA, and toured extensively for 6 years. In addition, he has been working around artificial intelligence and machine learning technologies since 2016, mainly working at MIT for 3 years where he was project manager for a multi-million dollar AI education research project.
“Machine learning and artificial intelligence have entered the music industry in exciting ways, but there are still big issues around data,” says Nick. “This is not a unique problem, data is growing rapidly and causing problems everywhere, but some industries have seen the advancement of AI/ML-driven technology that solves their data problems. This, combined with the many inconsistent and outdated documents that the music industry has to deal with, presents a conflict that the music industry can be worse than others right now.”
“Metadata, payments, publishing data, social media and marketing… there is pain in all areas,” continues Nick. “There are amazing tools that are starting to solve some of these things, but there is a huge lack of smart tools to solve others. In particular, the issues surrounding the big datasets in the industry right now – media, digital marketing, and data analytics, and the key to defining the size of a single domain. and events from elsewhere. Platforms do not communicate well, data is stored, so it is difficult to understand what digital strategies or campaigns help an artist to be recognized in the sea of products and increase growth / ROI “
Over the years writing has focused on quantity – one hit and anything else can happen. Quality is still important and always will be, but now quantity is too. Controlling this number is important, and we are seeing increased numbers.
“Imensity solves a number of problems that authors and artists face. The platform turns information into intelligent sources, given to the artist and artist. It allows quick access to interactive analysis, triggers, and predictions without any interpretation needed by research and insight experts. It can be in a complete group , and it’s cheap – it’s worth making money for writers/artists.”
-Larry Mattera, Former Label Executive / Immensity Advisor
A few years ago, there were 8 million creators on Spotify, now there are 11 million. There used to be 40,000 songs released per day, now there are 100,000.
Every artist has unique characteristics and digital techniques that work for one may not work for another.
How can you optimize and manage this volume and diversity?
This is the real issue that Immensity is dealing with. He brings a modern, data-driven approach and business intelligence to the vast piles of data that any artist or team must deal with and helps everyone understand what’s moving the needle.
Immensity’s platform can pull publicly available data from ~20 different social media and advertising platforms in minutes, and makes it easy for clients to integrate non-publicly available data such as usage, sales, or paid campaigns. From there, the system uses datasets with advanced statistics and machine learning. It examines any correlation or causal relationship that may exist between certain platform metrics and key digital growth metrics – audience, fan engagement, usage, and sales – and reviews the number of powerful platforms that have digital growth metrics. . Everything is then weighted, aggregated, and put into a simple Immensity, Impact Values/Insights – telling you exactly which channels and events or campaigns are having the most impact, and what you should do with that information.
“Growth has helped our team to realize that a few seemingly random social media events are driving more traffic to DSPs than we originally looked at. It has changed the way we look at future campaigns. I’m excited to share what I’ve learned with my fellow managers, advertisers and sales companies to help grow conversion of their commercial products.”
-Randy Nichols, CEO, Force Media Management / Immensity Advisor
An example realization from the Immensity system can be seen as follows –
“Instagram likes have had a significant impact on your entire portfolio in the last 28 days. You need to aim for 0.3% growth in all Instagram likes to grow this and continue to grow your ad numbers in the short term. Check out Instagram content or UGC that has music your favorite 11/6 – 11/9 and use that as a base for repeats. Release a match every 3 days for the next 28 days to give yourself the best chance of winning this target”
Or
“More advertising activity can be attributed to these two campaigns on TikTok than to any other campaign that was carried out on Meta, Google, and Twitter, even though the amount spent on these campaigns was very low. To increase the use of music in the release of an upcoming song, you need to redistribute advertising money to similar TikTok campaigns.”
This last example is a quote from the actual information created for the group, We Came as Romans. Immensity partnered with WCAR and Hyperculture Marketing Group to analyze 12 months of paid campaign data and identify which campaigns have used WCAR the most so that HMG can optimize ad spend and upcoming music releases. You can read more about this analysis in Immensity’s joint research with WCAR and HMG Here.
“Reporting the growth of user downloads to paid media has always been difficult for data analysis/marketing… the management team for a long time… The return on investment here was clear”
-David Puckett, Founder & CEO, Hyperculture Marketing Group
“Our goal at Immensity is to democratize modern and intelligent science for artists and groups, and to help organizations promote and expand their scientific endeavors,” says Nick Minicucci. “The Immensity system is perfectly positioned to do both and help all music companies optimize their marketing time and money.”
Immensity Standard Marketing analytics, which provides analysis of publicly available data, comes with a free 7-day trial. Sign up at immensityforartists.com, or reach out to learn more about Enterprise Marketing Analytics where you can leverage non-publicly available data and take a smarter, data-driven approach to achieve your goals.
