Indie Folk and Americana Triggers: An Analysis of Streaming Music, Audience Behavior, and Global Opportunity

Terry Tompkins
Hofstra University

Ulf Oesterle
Syracuse University

Charles Alexander
CEO/Founder, Systemic & Outside The Box

Abstract

This paper is a study of eleven indie folk and Americana artists from a database of 2,501 tagged artists in Chartmetric, the music industry’s leading data analytics platform. The study assesses music streaming, geographic location of fans, and opportunities to grow audiences in the global music marketplace. The findings will assist artists to assess the music streaming landscape and explore prospects to grow audiences. Educators will be able to utilize this research as a model in the classroom to teach data analytics and marketing strategy.

Keywords: trigger cities, indie folk, Spotify, data analytics, global music marketplace, Chartmetric

Tompkins, Terry, Ulf Oesterle, and Charles Alexander. “Indie Folk and Americana Triggers: An Analysis of Streaming Music, Audience Behavior, and Global Opportunity." Journal of the Music and Entertainment Industry Educators Association 21, no. 1 (2021): 91-125. https://doi.org/10.25101/21.4

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