Tuesday, April 26

Is Your Targeting On Target?


One of the most common questions we get here at Airplay HQ is...'How do I get more fans?' The answer to that question, more often than not, can be found in the 'Targeting' tab in your Jango Airplay artist dashboard but it's not always staring you in the face.

It's obvious to most that if you're a heavy metal act then targeting fans of ABBA isn't going to do you any favors. But did you ever think that if you're a metal act that targeting Metallica might not do you any favors either? Probably not, that just doesn't make sense...or does it?

Think about it this way; Metallica has tons of fans, many of which aren't even heavy metal fans. Maybe for these fans Metallica is the ONLY metal act that they like at all. Then you look at the 'Realtime Listener Feed' in your dashboard and see that 75% of your Airplays are going to Metallica fans because they are that HUGE...Ooops...time to re-target.

Another perfect example could be targeting The Beach Boys. Of course you want to target The Beach Boys, they are your biggest influence and summertime is just a round the corner, your bound to load in the new fans that way...or maybe not. Did you ever think that most of the people who listen to the Beach Boys on Jango are baby boomers and not twenty somethings looking for that next great band? Here's an idea...what other new bands are also influenced by The Beach Boys? Fleet Foxes? The Drums? Both young bands with young followings. Or maybe continue to target The Beach Boys, but add in demographic targeting so you only hit their fans that fit the age group you're looking for.

And here's my last example...The Beatles; But I'll just let you think about that one for a while and decide for yourself...there's times it makes tons of sense, other times not, so take a moment and think deeply about your targeting, check your 'Realtime Listener Feed', your stats, and do some planned out re-targeting and watch those fans double up.

Just a little insight from the Jango Juggler

32 comments:

Anonymous said...

Would be great it Jango allowed target based on each song and not general. Even more so if Jango would automate this based on historic likes.
Thanks

Anonymous said...

"Ditto" to the above comment!

Anonymous said...

Double ditto to the above. Being able to do targeting by each song would be the best way to deliver value to us customers that pay for our plays.

Anonymous said...

I agree to the comment above the above comment!

Anonymous said...

absolutely.

Anonymous said...

I was going so send a message to suggest that even before this blog post appeared. We are an a cappella gospel group and while all of our music fits that category, one track may be more of a ballad, and the next track is surf pop, while we also cover I Just Want To Celebrate by Rare Earth.

Even if it did not do it automatically, targeting by song is important. As it is I can only put paid plays to one track at a time. To change to a different track, I am going to need to stop the one, change all of my target groups, and then add credits to the next song. Otherwise, I would be playing more songs (and burning through more credits).

Louis Schulte said...

I also agree with my esteemed brethren ....... It’s easy to believe that targeting each song individually would derive more effective results!

Joe T. said...

I'm doing awesome on other websites. Top 10 on reverbnation. I just cant figure out a good targeting here. About ready to get out of dodge for good. Time to invest elsewhere. Its just not making sense to me.

nestorlsantiago said...

Jango guys, please let artists know when targeting by song will be available, soon? Thanks.

Anonymous said...

Jango, it seems all of us who are paying for plays would like to be able to target each song. So whatcha say?

simonton

Anonymous said...

Here's an amazing concept; Listen to your customers!

Anonymous said...

Hold on a moment,
You can do this.

What I am saying is that my music is doing very well here.
My piece "Quest of Eire" has recieved a ton of fans and likes, however, some of my other music has (although I like it) not been as well received.

Piont being, I make "Quest of Eire" my credit priority piece. If people like it they will look to my other pieces and maybe give them a better chance
rather than me thinking all my music will be received as well.

Also, in the play stats, you can see how many likes you have with you other music.
This way, you can add credits to those pieces
which may be played organically by the fans that go to your page and want to hear more because of your song that they like.

It's really the same thing as individual song targeting.

Vic Salamone,
Echoes of Ardour

Anonymous said...

I write songs in many genres including pop, rock, R&B, heavy metal and hip hop. It’s obvious that not everyone likes every style of music, yet Jango does not provide a way to differentiate. If I want to post all my music on Jango, pop fans would have to listen to heavy metal and vice versa. The only alternative would be to register a different band name for each genre, and I’m not about to do that. My solution is to only post songs in one genre on Jango and use other websites that let you differentiate as well.

Time's Hour said...

In response to the last post, I asked Jango about this and they said that you pick one song and target that to a certain audience for awhile. They pick another one of your songs and target a different audience. I agree that it would be great to be able to target individual songs to different audiences but you have to use the resources available - at least until Jango changes and lets us target different audiences to different songs.

Time's Hour said...

I have also found that using the Fan Overlap report is pretty much not worth much. For example, the top group in my Fan Overlap for most of my songs is Pink Floyd. But when I target Pink Floyd I get very few fans. Just because my "fans" seem to like Pink Floyd does not mean that people who like Pink Floyd like my music. Better to check closely the Real Time Listeners to see who is responding to your music.

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Anonymous said...

I only play one of my band's songs at a time, simply because I can't target for each song. Targeting by song would be so helpful!

internetcowboy said...

Targeting based on each song. I sent an email a long time ago, after I put a few songs up on Jango, asking if this could be done. I also mentioned it would be more (cost) effective. Glad to see more people are asking the same thing. I stopped purchasing "plays" because of this.

St. Angelo said...

I agree with all those posts at the top like the rest with targeting each song because my sound can range just like an album and if i'm going to have to keep sacrificing "1play" for each song played using "premium targeting" and jango can't accomodate us better then i'm getting out soon too because...my music is great and i'm seeing NO RESULTS! Not even to my facebook & i don't even care about the sales right now.

Anonymous said...

I agree

Todd Koal said...

I agree too !!!

Nelson said...

Yeah ! Target songs would be great. I'm also playing just one song per week because I need to adjust target.

Karrade said...

I agree with the song targeting, I run more than one act through my jango account and it's a nightmare because my electro acts keep getting played to guns n roses fans :( wastes my plays and they obviously must be annoyed when one minute they are listening to a slash solo and then someone who sounds like Boy George starts singing.. not working for me at the moment :(

Artemia said...

I'm in that boat. My band covers the spectrum of rock, metal, hip hop, prog, pop... would be cool to not have to change it each time I want to feature a different song.

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Anonymous said...

This does make a lot of sense. The probelem with targetting the big bands, is they tend to have fairly diverse audiences some of whom are quite eclectic, and some of whom are quite specialized. Take the pink floyd example. Some folks like the early early roger waters prog-rock stuff like dark side of the moon. Others prefer the full bombast of stuff like the wall. Myself, I like the sid barret proto-punk acidhead 60s era floyd. So for me, someone queuing up a hardcore prog-rock tune is going to annoy me, because I really don't enjoy prog rock much (well I guess jethro tull and blue oyster cult had a few neat songs), whereas someone who really digs wall era floyd is not going to necessarily be a fan of zappaesque psychedelia like a sid barret fan might be. The better approach is to look at the smaller more specialized bands. To target to me, you might just choose sid barret himself, or maybe one of the bands inspired by barret.

I know with what I do , Ska, we have a big crossover with sublime turn up, but targetting them seems to just waste credits, whereas something like bad manners or selector gets the likes popping like crazy. This tells me that sublime has a big crossover appeal and not all sublime fans necessarily like two-tone ska, but a lot of two-tone ska fans sure do like us.

In some respects the biggest benefit of Jango is as a market research tool. Those graphs and analysis could potentially be a great bit of information for both hunting for prospective labels and for getting them interested in what your playing (since you've done your demographic research).

That said the wierd number of 65+ folks that seem to like us is.... disturbing, particularly when you've been called by the press a ska band for people on a killing spree o_O

Sandrabee said...

Targeting a "buying public"cause thats what this is really about,is not that easy.when a band releases it's works the targeted fans may be"Burned" out with a version of the same sounding type artist.it's one thing to have fans who support one type of music (metal) but what about the fan who buys one metal song and a country song.targeting works to a point,take the time to learn what your fans of your band now may also have on their I-Pods, you may be surprised.

Johnny said...

Well, I just tried to add younger blues rock bands like mine, except they are signed and touring, and your targeting page doesn't accept them! Maybe you should look in to this.

Little Angel said...

I agree with the per-song targeting. I also would like to see which targets of which fans are clicking "like" and which are clicking "dislike". (My geographic display doesn't show actual likes. I'm assuming that this is a glitch that is going to be fixed soon, but it still wouldn't be as helpful as artist target "like" and "dislike" feedback.)

This way I can see which artists or bands my music is actually ticking off the fans of enough for them to click "dislike". I'm assuming that Mariah Carey's fanbase would be annoyed by my stuff, but there's a lot of gray area for me that I'm at least curious about.

They could display both just like they display the fan overlap charts and the age/gender charts.

Anonymous said...

I think it makes sense targeting per song, and jango should really work on making that an option. Because songs usually vary slightly within a style... say an alternative band could also have one song more "indie rock & roll" and one more "soft rock" and those two songs could be from the same band on the same album.

But what doesn't make sense is when a band is trying to sell their music to any demographic if your album contains rock, country, heavy metal, pop, and rap... You know who will buy that album? No one. Cause it doesn't target anyone.

Where are you planning on playing with this type of band? A college/rodeo/underground metal club all mixed in one??

Maxim said...

To fine-tune targeting, I need a report that pairs Artist-Fan. That way I can see what artist listeners had been listening before they had become my fan. Right now the only way to do it is through browsing through listeners history and tallying individual records.

Anonymous said...

At the Anonymous who said "But what doesn't make sense is when a band is trying to sell their music to any demographic if your album contains rock, country, heavy metal, pop, and rap... You know who will buy that album? No one. Cause it doesn't target anyone.

Where are you planning on playing with this type of band? A college/rodeo/underground metal club all mixed in one?? "

Ever heard of Cake? Mr. Bungle? Faith No More? Even George Michael put some Sinatraesque ballads on his albums. Without variation and change a band can become mired in their own sound, and can look forward to having a one hit wonder and several years trying to recapture that lost glory.