In an increasingly competitive landscape, the client’s leadership team needed a comprehensive way to monitor brand health and adapt to evolving consumer expectations. Their goals were to:
aintain a competitive edge against market threats
dapt marketing and product strategies based on consumer and category trends
Boost comprehension of product features and overall public perception
Using detailed global insights, the organization leveraged Luminate’s music consumption data to:
The Global Growth of Country Music
Driven by Data
In today’s borderless digital landscape where fans can access decades of recorded music in mere seconds, the ability to discover music from any part of the world is easier than ever. As a result, traditional marketing strategies must evolve to target global audiences more effectively. A major music company aimed to expand the reach of its U.S.-based Country music genre artists, so it leveraged Luminate’s data to identify new international opportunities.
Challenge
Overview
Solution
Challenge
OVERVIEW
Solution
RESULT
This approach not only boosted the music company’s artists’ presence abroad but also created a scalable framework for expanding Country music’s global reach. The strategy delivered measurable success, including:
15% increase in streaming volume in targeted countries, including Sweden and the Netherlands, compared to those markets they did not focus efforts on.
Improved ROI across key metrics, including streams, fan engagement and touring.
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Want to learn more about Luminate's consultative services in global research, audience insights and brand marketing?
Country music has traditionally been a North American phenomenon, with limited exposure beyond the region. However, recent trends indicate increasing interest in the genre across Europe and other global markets. For artists blending Country music with other styles, the challenge was to understand how to identify and connect with the right audiences in international territories.
Target regions where country-inspired music was already gaining traction.
Refine marketing strategies for underperforming areas, directing resources to enhance audience engagement.
Pinpoint genre trends and preferences across key international regions.