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Digital Strategy, Digital Transformation, Music

What do the data regulation changes mean for artists around the world 

 
GDPR Definition
 
The General Data Protection Regulation (GDPR) is a regulation created by the EU to cover the usage and data protection for individuals within the European Union. 
 
It requires that certain conditions be met when companies are handling data of any citizen of the European Union. In practise, this means that companies which reside outside of the EU, such as the USA or Australia, or perhaps in future, the UK, need to ensure their compliance with these regulations if they have customers from the EU whose data they hold.
 
The intention is to make sure that all of the EU follows the same regulations, simplifying the requirements for companies so that they have one set of guidelines to follow, instead of lots of fragmented requirements from different countries.
 
Companies who do not comply with the regulations can be fined up to 4% of annual global turnover or 20 million euros, whichever is higher.

 

When does the GDPR come into effect?
 
It becomes officially enforceable on May 25 2018, so now is the time to begin taking the required steps to ensure that your company is abiding by the regulation.
 
If you are an independent artist who is collecting the data of your fans (from email newsletters, or through other means), it is important that either you dedicate some time to understanding the regulations, or find a digital music marketing consultant to help you navigate them.

 

What kinds of data are covered?
 
The regulations apply to the personal data of EU citizens. This could be anything from:
– Name
– Address
– Email Address
– Computer IP Address
– Likes / Dislikes
– Photos
– Products they have purchased
– Social Networking Information

What are the GDPR requirements?
 
The regulations are designed to be ‘common sense’ and primarily consist of:
– Ensuring that any request for storing data is in plain and clear English
– That it is as easy for a person to give their consent to you storing their data as it is for them to withdraw that consent
– A person should be able to request that they view all data held on them, are provided with information on where it’s held and for what purpose
– A person should be able to request the deletion of any data held on them
– Parental consent is required to store data of any person under the age of 16
– Companies should take reasonable steps to protect the data they are holding
– Companies should report any breach in their database within 72 hours
– Companies who are organisations that engage in large scale data monitoring or processing should have a Data Protection Officer – a person who is the first point of contact for all things data
 
We recommend that you start with the above points as a checklist and then talk to a digital marketing specialist for a deeper understanding.

 

How will it impact Artists inside or outside the EU?
 
The easiest way to demonstrate how GDPR will impact artists is to look at an example. Let’s say you are a UK based band who currently collects only email addresses but is looking at ways to build their own fanbase 1st party data in future.
 
For your current scenario, you need to ensure that you are, in the first instance, taking reasonable steps to ensure that the users who are signing up for your mailing list are over 16 years old. You could do this via a confirmation check-box before the person is able to submit their details. You’ll need to ensure that it is as easy to unsubscribe from your mailing list as it was to sign up. A good way of doing this is to ensure all your EDMs contain an ‘unsubscribe’ link, and that nearby your Newsletter Sign-Up on your website you have a link to unsubscribe. You should have a clearly marked “Contact Us” page or information to allow visitors to contact you to request info on the data you are holding on them. 
 
For your future scenario, where you are using a data management or CRM platform to build out a detailed image of each of your customers, you should investigate the platforms own implementation of regulations with regards to GDPR as well as ensuring that it is easy to contact you for information and requests. 



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Digital Strategy, Digital Transformation, Music, Product Management
Update 16 January 2018: Earlier this week, Facebook confirmed it will be rolling out changes to its news feed algorithm and is going to reduce the weighting that applies to Pages from brands (and bands) and increase the weighting applied to posts from your friends. This is likely to decrease Page engagement significantly, one article is suggesting that it may reduce reach, clicks and engagement by 80%. With that in mind, it’s now even more important to ensure you have your own space for engaging with your fans. Read on for our thoughts on how you can work to develop your own first party fan data.


Any digital marketing agency or digital marketing consultant will tell you that promoting your music online looks very different in 2017 to how it did in the year 2000. Where then, you had your own website, maybe a MySpace page (remember those?!) and had fans subscribe to a mailing list that actually sent cards through the post, now, it’s a little bit different.

Fast forward, and it’s likely that where you now interact most with your fans is through Twitter, Facebook or some other social media platform. These platforms are great, and you should continue to engage with fans there, but they come with their own set of risks.
 
Running the relationship with your fans through a 3rd party like Snapchat, YouTube or Twitter may seem like a good idea because you don’t have to worry about running the technology and they are ubiquitous platforms that most of the world is connected through, but you shouldn’t rely on them in isolation. 
 
Here’s why…
 
Using that 3rd party tool means that Facebook or Twitter (or Tumblr or whichever social network you are connecting through) are the ones who have all the control. They hold all the playing cards and all the leverage and they can make changes at any time and for any reason with no warning. They are the ones who ‘own’ the customer data and they use that to make money from advertisers. But what if they decided to make money from people who host brand Pages or accounts (like the ones that you setup for your artists) as well?
 
Just recently we’ve seen an example of how this might play out in a test that was run in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia. Facebook made a change to their platform in these countries, separating out the posts in the news feed that come from brand Pages and moving them into a separate feed entirely. This didn’t bode well for those pages as they saw interactions on their posts fall significantly
 
There was speculation that Facebook planned to make the owners of the pages pay for the privilege of then getting back into the main news feed. The company has said they currently have no plans to do this en mass but that doesn’t stop them from making changes in future that impact whether your fans see your content.

So what’s the solution?
 
Diversify. Continue to talk with your fans through those platforms but simultaneously develop your own 1st party fan data.

Development of 1st party data is one of the main things concerning marketers from all industries at the moment – almost 3/4 of marketers surveyed have said that 1st party data provides the greatest insight into their customers and of those, 81% say they use 1st party data to get greater return on investment (ROI) from their customers.

Just what is 1st party data?

1st party data is information that you collect yourself from your fans. It typically would sit somewhere within your own technology stack, sometimes using a Customer Relationship Management (CRM) tool. You can get pretty fancy with how you maintain and collect it, but essentially it boils down to being information that you collect and you own. Since you are collecting it yourself, direct from your fans, it is deemed to be the most accurate set of data.

You can do this via your own website, a property that you control and can update on your own terms. This allows you direct access to your fans, where you own the data and don’t have to rely on 3rd party platforms for feedback on what they think of your new music. Once you own that relationship, what you do with it and how you communicate with them is up to you (within the realms of the law of course).

In this way, you can continue to communicate with your fans via social networks but are also secure in the knowledge that if one day those platforms make a change that removes your ability to talk with your fans, you have an alternative means of engaging with them. It’s the technological equivalent of not putting all your eggs in one basket. 

The diagram below shows how you can collect your own 1st party data, collect 3rd party data from the social platforms you are already using, and generate a bigger picture of who your fans are and how you should communicate with them. For example, you may have a fan who likes you on Facebook, has signed up to your email newsletter but you can see has yet to purchase tickets to your next gig (using email address as the common identifier). This then would allow you to send an email to this person that is more effective than sending a blank “ticket sale” reminder email to your entire database.

Customer Management for Musicians
As a clever person once said, knowledge is power and the more you can talk to your fans, the more you know, and the better your relationship with them will be. So don’t be beholden to Facebook news feed changes and find yourself an alternative means of communicating with your fans.

Main photo credit: Photo by Jesse Darland on Unsplash
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Digital Transformation, Professional Development

Anyone who knows me, knows that one of the most important things to me is to be effective. Not efficient but effective. I believe strongly in the use of technology to streamline marketing and sales but think it’s important that tech knows its place. I even wrote a post way back when about how email is killing productivity.

That’s one of the reasons I like many of the agile principles and when I recently began exploring Stoicism, I realised that there is a lot of crossover between the two.

A quick primer – what is stoicism?
Stoicism is a school of philosophy that comes from ancient Greece. It’s primary goal was to enable its practitioners to lead a virtuous life, full of knowledge and governed by reason.  

A quick primer – what is agile planning methodology?
Now commonly shortened to just “Agile” – this is a set of principles or structures that you can use to help direct or steer a project. It started out life as a computing development methodology and is now used in all walks of life.  

Inspect & Adapt / Stoic Reflection

First off, what do I mean by effective? Basically getting the most valuable and important tasks done in the shortest amount of time, and not unnecessarily repeating tasks more than once. This leads me to the agile principle of Inspect & Adapt, or the Stoic version which would be Reflection.

There’s no way to make sure you’re using your time effectively unless you review what you’ve done in the past. Try to be objective and determine if the tasks you were doing were genuinely valuable to your business and whether you seem to be doing that same task time and time again. A great way to do this is in the swimming pool, where, unless you have your music with you, there’s nothing to hear but you, the water and your thoughts. A perfect opportunity for some quiet time.  

Automate / Dichotomy of Control

One of my favourite stoic principles is that of the dichotomy of control, recognising that there are a limited number of things you have complete control over and there is little point in getting upset or worried over things outside of your control. So, when you determine the tasks you are doing which are repeatable, work out the end to end process first, and document it before you outsource it. This will limit your exposure to future frustration because the person doing work for you will know exactly what you expect and therefore will have a greater chance of delivering.  

Team Spirit / On Seeking Fame


Agile is definitely not about the individual and neither is Stoicism. The former spends a lot of time talking about the collective value of the team to one another and the latter discourages practitioners from seeking to be well known as this ultimately leads to too much concern with what others think of us.

It’s a little like the 3 muskateers – All For One and One For All! Work with your colleagues first towards a common outcome rather than thinking of yourself.  


If you’re interested in learning more about Stoicism but want a gentle introduction, I’d thoroughly recommend William B. Irvine – The Guide To The Good Life. It’s an easy read and is full of lots of practical advice and examples. Or, if you want more practical advice on agile methodology, try out Roman Pichler – Agile Product Management With Scrum – it’s the first book on agile I ever read and was very helpful.

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