First Party Data

An artist website, D2C store or mailer are all examples of online channels typically owned or managed by the artist and/or artist team. It is possible to easily and reliably monitor when a fan clicks or interacts on these sites to create a rich set of information about their behaviour. In marketing terms, we call this set of information First Party Data.

In music, first party data can be the most reliable component to understanding your audience’s consumer behaviour and engagement habits (compared to third party data and other data collection methods). You can track who has clicked on which links, categorise your fans into ‘recent fans’, ‘past fans’ and ‘repeat fans’ or analyse which platform generates the most link visits

As an artist, there are many reasons to consider interacting with your first party data.

The information gathered allows you to tailor-make pieces of content depending on what your fans have previously engaged in. This method increases your chances of effectively sustaining interest from your followers and allows you to better market your music in the appropriate windows of your campaign. Although data driven, this feature allows you to get creative with the content and playfully interact with fans as you figure out what they like!

You can also use first party data in digital advertising, pooling fans whose past behaviour best matches your overall objectives. For example, you may want to serve an ad to fans who are most likely to purchase a vinyl, engage with your music video or buy tickets to a live show. All these fan groups can be separately targeted to hit the target audience.

The Kartel Marketing Agency team offers creative direction, digital advertising and social marketing services. We can provide support in all stages of your campaign, from creating content, building advertising plans and helping to understand your audience through careful analysis of your first party data. We have recently partnered with Feature.FM - a music marketing data platform which enables us to succinctly pull the data we need through smart link and bio link creation, further supporting your audience growth needs.

Please get in touch if you’d like to hear more about our services.