MAXtape Live with Jeff Rosenfeld

In this episode, hosts Lindsay Benedetto and Craig Rector talk with Jeff Rosenfeld, SVP of Development and Technology about the music industry and technology's role within it. The conversation touches on Jeff's background in music, changes in the music industry over the past two decades, the importance of collecting fan information, the role of brand partnerships in an artist's career, and the influence of artificial intelligence (AI) on music creation.

Highlights from Jeff Rosenfeld

• Understanding fan behavior and the long-term consequences of not knowing who your fans
• Leveraging fan information for brand partnerships
• The impact of AI on music creation
• Upcoming SET developments for artists
• SET.Live and fan engagement

Listen to the full episode below–and let us know if you’d like to be a guest on our show!

Full episode transcript summary

Jeff Rosenfeld's Career and Early Work on Weezer

Lindsay and Craig interview Jeff Rosenfeld, Senior Vice President of Product and Technology, who has had a long career in music. Jeff began his journey with his senior thesis at Harvard, conducting an extensive survey of Weezer's fans about the band's second record. The data Jeff gathered led him to explore the dynamics of music fandom and art appreciation.

"What drove changes in attitudes towards the band in the 1990s, from it being this sort of like sell-out corporate creation to this authentic expression of an underground movement . . ."

- Jeff Rosenfeld

Changes in the Music Industry Over 20 Years

Jeff discusses the significant changes in the music industry over the past two decades, highlighting the shift from music sales to using music as a marketing tool for live events, merchandise, and fan engagement. He mentions the importance of fan support and platforms like Patreon.

"Your music is essentially free and your music is a marketing tool to bring on new fans who are going to pay for concert tickets, they're going to pay for merch, and, increasingly, they're paying for access."

- Jeff Rosenfeld

Building Direct Fan Relationships

The conversation shifts to the importance of artists building direct relationships with their fans rather than relying solely on social media platforms. Jeff explains the risks of depending on third-party platforms and the need for artists to collect fan data for direct communication.

"The key is to start collecting that fan content information now, so you know who your superfans are, so you can stay in contact with them regardless of what happens in the social media environment."

- Jeff Rosenfeld

Collecting Fan Information and Its Long-Term Consequences

Lindsay, Craig, and Jeff discuss the consequences of not collecting fan information and the risks artists face by not knowing who their fans are. Jeff emphasizes the importance of understanding fan preferences and behavior.

Leveraging Fan Information for Brand Partnerships

Jeff explains how fan data can be valuable for artists when considering brand partnerships. He highlights the importance of demonstrating why an artist's fan base is valuable to a brand and how artists can leverage data to make compelling pitches.

The Impact of AI on Music Creation

The conversation delves into the role of artificial intelligence (AI) in music creation. Jeff discusses how AI can generate catchy music but emphasizes that it can't replicate the human connection artists have with their fans. He stresses the importance of storytelling and the human experience in music.

"There's also what's important to me as someone who turns to music as an art form to understand the human condition better and the people who are creating that artwork."

- Jeff Rosenfeld

Upcoming Tech Developments for Artists

Jeff shares insights into Music Audience Exchange's future tech developments, focusing on making SET.Live and SET.Fan more accessible and user-friendly for artists, including AI-driven features to enhance the fan experience and artist engagement.

"Our goal is to make it very easy where you put in your website and we pull in all your streaming. . ."

- Jeff Rosenfeld

Our conversation with Jeff sheds light on the evolving music industry, the importance of collecting fan data, the significance of human connection in music, and the potential impact of AI on music creation. Jeff's insights offer valuable perspectives for artists and music industry professionals looking to navigate the changing landscape of the music business.

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.