The new AG Accel service provides touring information to the data-hungry music business.
Sony Music has signed onto Artist Growth's novel approach to data that fills a void in the music industry. Artist Growth is a cloud-based tool for web and mobile that allows touring artists to track finances, merchandise and royalties. The company's month-old AG Accel repurposes that data to further Artist Growth users' careers.
AG Accel partners -- which also include managers, booking agents, distributors, brand sponsors, and Universal Music Group subsidiary Caroline -- have access to artists' self-reported touring data such as ticket, merchandise and recorded music sales. Users of Artist Growth's premium level of service can opt to make their data available to partners.
Data has increasingly become a part of the A&R process. Labels now have a wealth of information at their fingertips: number of plays on various streaming services, social media followers, the interest of Shazam users, and, of course, sales at physical and digital retail. It's possible to track changes in a range of metrics when a song is added to radio or an artist plays on television. The trick is figuring out which metrics hold the most value.