Universal Music Group Launches Centralized Analytics Tool for Artists' Streaming & Social Data

Artists will be able to look at their listeners and streams over time on each platform in the audience tab, as well as view demographic breakdowns of their audience, measure engagement on streams, and view their top streaming platforms. UMA will update every 30 minutes and has the ability to send push notifications as songs are added to a top global playlist in real-time. For social media networks, UMA will track followers, interactions like comments, retweets, likes, and shares, and allow artists to view which platform is doing the best for them based on those interactions.

"It's great to have a comprehensive analytical tool like UMA to access real-time data and be able to make decisions with the most up to date information," said Andrew Gertler, Shawn Mendes’ manager, in a statement. "We've always taken a holistic approach to the success of Shawn's music, which means ensuring everything across all platforms is working in sync and watching how fans interact with music across all the major touchpoints including streaming, video and socials. This is all really only possible with innovative tools like this."

UMG says it will continue to improve the app, with plans to add “enhanced” benchmarks and insights in 2020, along with the Deezer integration. UMA is available to download today, and UMG artists and their managers can request access from their label representative.