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Promotion d’artistes sur les
plateformes digitales
Julie Knibbe - CPO - Soundcharts
@julieknibbe
Quel pourcentage du catalogue génère 80%
des écoutes ?
40 000
Guess who?
D’où viennent les écoutes?
0%
10%
20%
30%
40%
50%
60%
70%
User library Search Algorithmic
playlists
Editorial
playlists
Other
Playlists Editoriales
Comment entrer dans une playlist éditoriale?
Le playlist pitch
• La track
• L’audience
• Le storytelling
• La progression du titre
(popularité)
Playlists Algorithmiques
Un mélange des deux...
“Some playlists will now be personalized based on a listener's taste which means all music has a
better chance of getting into the ears of the right listeners.”
Algorithmic
Comment sont faites les recommandations?
Collaborative filtering
Analyse du profil des
écoutes de la chanson
Content filtering
Analyse du
contenu de la
chanson
Filtres de sélection
En fonction de la
plateforme,
popularité,
nouveauté, ...
Content filtering (1/2)
Analyse des métadonnées
• Titre
• Album
• Artistes interprètes
• Auteurs compositeurs
• Producteurs
• Label
• Genre / sous-genre
• Date de sortie
Content filtering (2/2)
Analyse du signal
• Duration (2’36)
• Genre / sous-genre (Pop)
• Mood (happy)
• Key (G)
• Mode (minor)
• Loudness (dB)
• Tempo / BPM (95)
• Acousticness
• Liveness
• Instrumentalness
• Danceability
• ….
Collaborative filtering
« User X listened to the Rolling Stones. Users listening to the Rolling
Stones usually also listen to the Who, let's suggest the Who to user X. »
Dans la vraie vie...
Collaborative filtering
36.5% of playlists containing Notorious BI also contain 2Pac.
(6.4% of playlists containing Notorious BIG also contain Justin Bieber).
Améliorer son ranking
La base
● Qualité du son
● Metadata
● Cover art
● Nom du fichier
● Keywords
Améliorer son ranking
Avec le feedback des
utilisateurs
Durée d’écoute
Skip rate
Ajout en playlist
Ecoute répétée du titre après
découverte
Popularité de l’artiste/titres
Avec l’éditorial
Entrer dans des playlists
cohérentes avec le style de
l’artiste
Améliorer son ranking (Youtube)
Avec le feedback des
utilisateurs
Durée d’écoute
Skip rate
Ajout en playlist
Ecoute répétée du titre après
découverte
Embeds
Interactions/Comments
Channel authority (subs,
fréquence de publication, etc.)
Avec le SEO
Etre mentionné dans des
channels Youtube influents
Backlinks
Il faut entendre en moyenne entre 5 et 7 fois un titre pour
l’apprécier.
Popularity
boost
Editorial &
Algorithmic
highlights
Fan
engagement
(streams,
playlist
adds, …)
Réussir l’intro
Song lifecycle
Song lifecycle
Song lifecycle
Problème de riche: Trop d’exposition trop tôt sur la mauvaise
audience augmente les skip rates / diminue les listening times,
donc diminue la capacité du titre à être recommandé
Fake it until you make it?
“Bollywood Rapper Sets Viewer Record
YouTube Isn’t Talking About”
Does the total really matter?
No difference in counts between ad supported streams, recommended streams or
active streams
<iframe
src="https://giphy.com/embed/iKH
WBVBR3sevcSRiLZ" width="480"
height="350" frameBorder="0"
class="giphy-embed"
allowFullScreen></iframe><p><a
href="https://giphy.com/gifs/climate-
change-greta-thunberg-
iKHWBVBR3sevcSRiLZ">via
GIPHY</a></p>
Thx!

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