{"id":26082,"date":"2026-11-04T15:55:39","date_gmt":"2026-11-04T15:55:39","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/chartmetric-et-base-for-music-publient-un-guide-pour-acquerir-des-fans-lors-des-sorties-musicales\/"},"modified":"2026-11-04T15:55:39","modified_gmt":"2026-11-04T15:55:39","slug":"chartmetric-et-base-for-music-publient-un-guide-pour-acquerir-des-fans-lors-des-sorties-musicales","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/chartmetric-et-base-for-music-publient-un-guide-pour-acquerir-des-fans-lors-des-sorties-musicales\/","title":{"rendered":"Chartmetric et Base for Music publient un guide pour acqu\u00e9rir des fans lors des sorties musicales"},"content":{"rendered":"

Chartmetric<\/a><\/strong> et Base for Music<\/strong> ont publi\u00e9 un guide sur l\u2019acquisition de fans qui explique comment les \u00e9quipes musicales peuvent s\u2019appuyer sur plusieurs indicateurs d\u2019audience pour orienter leurs d\u00e9cisions marketing. Il r\u00e9pond \u00e0 un probl\u00e8me r\u00e9current : de bons chiffres de streaming peuvent \u00e0 eux seuls donner une image trompeuse de la demande.<\/p>\n

L\u2019analyse de Chartmetric sur les annulations de tourn\u00e9es tr\u00e8s m\u00e9diatis\u00e9es<\/a> a r\u00e9v\u00e9l\u00e9 que les grandes audiences en streaming ne se traduisent pas toujours par des ventes de billets. L\u2019\u00e9coute d\u2019un ancien succ\u00e8s par une personne sur Spotify et les \u00e9coutes r\u00e9p\u00e9t\u00e9es d\u2019un nouvel album par un fan contribuent toutes deux aux chiffres d\u2019\u00e9coute, alors qu\u2019elles t\u00e9moignent de niveaux d\u2019engagement diff\u00e9rents.<\/p>\n

\n
<\/div>\n<\/figure>\n

Rep\u00e9rer les audiences qui peuvent encore progresser<\/h2>\n

Le guide recommande d\u2019examiner conjointement le streaming, l\u2019engagement sur les r\u00e9seaux sociaux, la pr\u00e9sence dans les playlists et les donn\u00e9es d\u2019audience. Il conseille aux \u00e9quipes de rechercher une croissance sur plusieurs indicateurs avant d\u2019augmenter la promotion payante, et de comparer les artistes \u00e0 des pairs ayant des audiences similaires pour rep\u00e9rer des fans potentiels.<\/p>\n

La g\u00e9ographie compte \u00e9galement. Un march\u00e9 plus petit o\u00f9 la croissance s\u2019acc\u00e9l\u00e8re peut repr\u00e9senter une meilleure occasion que le march\u00e9 o\u00f9 l\u2019artiste est d\u00e9j\u00e0 le plus pr\u00e9sent. Le guide mentionne aussi les informations sur les fans recueillies via les pr\u00e9-enregistrements, les inscriptions aux newsletters et les plateformes de vente directe aux fans comme des donn\u00e9es utiles pour le ciblage et les choix cr\u00e9atifs.<\/p>\n

Les canaux et les objectifs de campagne doivent tenir compte de ces indicateurs. Les vid\u00e9os courtes peuvent \u00eatre prioritaires lorsque l\u2019engagement sur TikTok et Instagram est \u00e9lev\u00e9. Le guide distingue les campagnes visant \u00e0 tirer parti d\u2019un int\u00e9r\u00eat croissant des efforts de fid\u00e9lisation destin\u00e9s aux artistes dont les \u00e9coutes restent stables, mais dont l\u2019engagement plafonne.<\/p>\n

Mesurer et ajuster les campagnes<\/h2>\n

Avant le lancement, le guide conseille aux \u00e9quipes de d\u00e9finir leurs crit\u00e8res de r\u00e9ussite et d\u2019\u00e9tablir une situation de r\u00e9f\u00e9rence. Il pr\u00e9conise des rapports par territoire, plateforme et segment d\u2019audience, puis de r\u00e9duire un premier \u00e9ventail de pistes cr\u00e9atives \u00e0 celles qui suscitent le plus d\u2019int\u00e9r\u00eat. Les liens musicaux suivis de Base for Music sont pr\u00e9sent\u00e9s comme un moyen de relier les \u00e9coutes aux publicit\u00e9s qui les ont g\u00e9n\u00e9r\u00e9es.<\/p>\n

\u00c0 chaque point de suivi, les \u00e9quipes peuvent d\u00e9cider quels segments de campagne d\u00e9velopper, ajuster ou r\u00e9duire. Chartmetric met en garde contre les changements d\u2019orientation ou de budget fond\u00e9s sur les donn\u00e9es d\u2019une seule journ\u00e9e.<\/p>\n

Le guide recommande \u00e9galement de comparer les r\u00e9sultats aux donn\u00e9es de r\u00e9f\u00e9rence ant\u00e9rieures \u00e0 la campagne et de tenir compte de la saisonnalit\u00e9 avant d\u2019attribuer un changement \u00e0 son impact. Les \u00e9quipes peuvent ensuite \u00e9valuer l\u2019\u00e9volution de leurs audiences et leur position par rapport \u00e0 des artistes comparables pour pr\u00e9parer la campagne suivante.<\/p>\n

Chartmetric fournit des donn\u00e9es multiplateformes sur la dynamique des artistes, le d\u00e9veloppement des audiences et les tendances musicales. Base for Music relie l\u2019activit\u00e9 des campagnes aux donn\u00e9es d\u2019audience, de gestion de la relation client (CRM) et de streaming pour mesurer les r\u00e9sultats et attribuer leur origine. Le guide s\u2019intitule Identifying Growth Levers Through Data to Drive Fan Acquisition<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"Chartmetric et Base for Music ont publi\u00e9 un guide expliquant comment utiliser les donn\u00e9es d\u2019audience pour planifier, mesurer et ajuster les campagnes marketing musicales.","protected":false},"author":3,"featured_media":26077,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6545],"tags":[],"class_list":["post-26082","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-news-fr","cs-entry","cs-video-wrap"],"yoast_head":"\nChartmetric 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