With his extensive experience developing innovative solutions that enable artists to understand and directly connect with their fans, Jeff provides valuable perspectives on how data science has transformed the music landscape. In this interview, we explore the profound changes brought about by data-driven algorithms, the future role of data and technology in music, and the ways artists can harness these tools to cultivate successful careers and lasting connections with their audience. 

Join us as we uncover the exciting possibilities that lie at the intersection of music, technology, and human connection.

From your perspective, how has data science revolutionized the music industry?

Algorithms are how fans find new music - whether it’s TikTok serving them the latest viral song or Spotify suggesting artists similar to their favorites, data science increasingly can understand our individual taste. Just as fans are leveraging the data science revolution to find their next favorite song, artists should be looking to AI to help them find new fans, plan tours, and secure brand deals.

Thinking ahead, how do you see data and technology impacting music over the next 5 years?

Everything is changing rapidly. Technology has democratized music creation, turning every computer into a recording studio and publishing platform. However, as AI becomes more advanced, music increasingly can be algorithmically generated by technology itself. We’re not far from AI being capable of creating music that broadly resonates with fans - a world in which the top song on the charts is entirely written and “performed” by technology. Artists need to build relationships with fans that extend beyond a memorable song - they need real, human relationships that color the art they create.

How does the use of data and technology help artists grow their careers and longevity?

Making a career in music today is incredibly different than it was a generation ago. You’re no longer selling individual pieces of art: fans expect to have access to all of your songs (and every other song they love) for $9.99 a month–and those economics do not work unless you’re one the top streamed artists. Instead, money comes from merch, touring (for some artists), VIP experiences/access to artists, brand deals, and music licensing. 

For everything except licensing, an artist *must* use data to know their fans. Being able to reach their hardcore fans means selling more merch and VIP passes. Understanding how their fans are listening to music will enable them to grow their audience. Having insights into the consumer behavior of their fan base means landing more and better brand deals. Knowing an artist’s fans is the business model of social media companies–and artists shouldn’t let the Metas of the world have a monopoly on their fans.

Anything else that you think would be interesting for people attending Music Biz 2023 to know?

Fostering a direct relationship with fans–and owning that relationship–is increasingly important for the longevity of artists’ careers. You cannot risk social media companies changing their algorithms to hide your content or forcing you to pay to reach your fans. The last twenty years have been about intermediaries using the content developed by artists to collect data and then sell ads against those music fans: the next twenty will be about a real human connection directly between artists and fans–something AI cannot replicate.

About Jeff Rosenfeld

As Head of Product for SET and MAX, Jeff Rosenfeld helps develop technology that enables artists to better understand and directly connect with their fans. Over the past eight years at MAX, he's helped develop innovations at the intersection of music and brand marketing that have been covered by media outlets ranging from Billboard to TechCrunch.

Prior to his time with MAX, Jeff ran the business insights and data science function for a multinational marketing tech company (ReachLocal), developing the AI power behind its marketing solutions for small businesses around the world. His roots, though, are in music. Jeff previously ran the consumer research division for music lifestyle marketing company StreetWise (founded by Beno of Velvet Hammer) and wrote his college thesis at Harvard on Weezer and the sociological role of online fandom in pop music criticism.