Ingrooves unveils AI tool to detect shifts in audience engagement and behaviour

By Emmanuel Legrand

 


Ingrooves Music Group, the Universal Music Group-owned music marketing services and distribution company for the independent sector, has been awarded a United States patent (No. 10,755,291) for its proprietary method of leveraging artificial intelligence (AI) "to detect significant shifts in audience engagement and identify high-value streaming audiences."

  The technology was developed in-house by Ingrooves’s Chief Analytics Officer Dr. SK Sharma and its internal AI team. The invention identifies audiences who have "a high likelihood of deepening their engagement and becoming long-term fans of individual artists."

  “Music consumption generates an enormous trove of data, but it’s only valuable to artists and labels if it can be used to analyse audience behavior and translated into real-time marketing options quickly," explained Dr. Sharma. "This technology helps to grow our artists’ and labels’ audiences by examining exceptionally large datasets at scale and recommending actionable marketing initiatives on the spot.”

A game changer

  The technology has already been integrated within Ingrooves’ Trends Now platform. It will allow to detect key signals of audience engagement and alert labels to growth opportunities for their artists and tracks. Ingrooves said it would embed the technology into a new, proprietary ad-buying solution within the company’s Dispatch marketing platform later this year.

  "This proprietary technology is a ‘gamechanger’ for music marketers and the artists they represent and we’re excited to further integrate it into our platform,” said Ingrooves CEO Bob Roback. “Reflecting years of innovation and investment, this is a huge accomplishment for SK and his team, but it’s only one initiative on our roadmap to revolutionise music marketing for our clients.”