Co-Presented by Water & Music Academy and Music Tomorrow

Today, it’s hard to find a job in music that doesn’t involve working with data. Strategy, analytics, and operational proficiency around music data are quickly becoming integral components of the modern music-industry skill set — especially in the context of cutting through the noise and making sure music gets heard by the right people, at the right time.

At the same time, in the face of stubborn data fragmentation, shortening viral hype cycles, and new consumption channels popping up on a weekly basis, marketing remains one of the most difficult functions of the music business to get right.

Against this backdrop, we’re thrilled to launch 

comprehensive introduction to the state of music data, and the pivotal role it plays in digital music marketing

. Over the course of eight sessions, we’ll walk you through how to develop a marketing plan, understand your audience behaviors, and benchmark your performance against your peers, using state-of-the-art data tools. We’ll also delve into how emerging technology is reshaping music marketing strategy in real time, across areas like recommendation systems, marketing automation, and frontier tech spaces like Web3, VR/AR, and gaming.

By the end of this course, you’ll have the deep industry context, case studies, and tactics you need to integrate data into your music marketing in a smarter way, no matter what vertical of the music business you work in.

People actively working with music data in their careers, with advanced beginner/intermediate knowledge of the music business.

Specifically, this course is designed for:

early-adopter pulse on the latest technologies

This course will be structured as a series of educational conversations built around data-driven case studies in music marketing.

Introduction: Survey of industry data practices

Discoverability: Introduction to recommendation systems

Pricing includes access to live sessions, pre- and post-session readings, and video recordings of sessions after the fact.

*For à-la-carte purchases, please make sure you register on the correct dates for your topics of interest according to the schedule above. À-la-carte purchases are 

transferrable from one session to the next.

*Water & Music members — please check your inboxes and our Discord server for your discount code!

produces research, education, and intelligence for the new music business. Through in-depth, data-driven analyses of market trends and a regular slate of virtual and IRL community programming, we equip music-industry leaders, entrepreneurs, and creators with the tools, frameworks, and connections to navigate technological change successfully. Our network spans thousands of paying members and contributors on the forefront of music and tech across six continents.

The Water & Music Academy provides a focused, advanced forum for professionals to bridge the gap between insights and action on critical music-tech trends. Our approach combines deep historical industry context with emerging, data-driven case studies, presented by speakers building the new music business on the ground today. Previous Academy topics included 

 is a company working at the forefront of data science to help distributors, labels, and publishers find new and better ways to work with data. Julie Knibbe founded the company in 2020 by tapping into the knowledge she acquired throughout 10+ years of experience building up data products for Deezer and Soundcharts. Over the past couple of years, the company has further specialized in explainable AI to help labels get their artists ranked up by streaming recommendation algorithms. Customers include Universal Music, Sony Music, Warner Music, Sacem, Believe, Revelator, Because Music, Slammin Media, Handwritten Records, and many more.

MUSIC MARKETING DATA BOOTCAMP: Strategies, Tactics, and Tools

​Join Betaworks and Water & Music for a music AI demo night and meetup!

We'll be presenting ~5 curated talks from builders and creators on the forefront of today's music AI advancements, then will open up to general mingling and networking. There will be free pizza and drinks :)

We'll also have time for walk-up demos, so if you want to demo something you've made, please let us know in the questionnaire!

Water & Music is a research network for music and tech, on a mission to make the music industry more innovative, cooperative, and transparent. From in-depth, data-driven analyses on emerging market trends, to hands-on educational workshops and a regular slate of virtual and IRL event programming, W&M aims to equip music-industry leaders, entrepreneurs, and creators with the tools and mindsets to navigate tech innovation successfully.

​​You can learn more about our work and our unique industry perspective on our 

Cherie Hu