“Data” may be a wonky word but it has become as valuable as gold in the music business, where it often refers to contact information for fans (email addresses, phone numbers and often much more). Ironically, many companies refuse to share fan data with the very artists whose careers they are promoting. Kirk M. Sommer, WME’s global co-head of music, shared his opinions on the issue.

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In today’s music industry, one of the most urgent, overlooked questions is this: Who owns the artist’s relationship with their fans?

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For far too long, the answer has been anyone but the artist. Despite writing and recording the music, building their brand via social media and touring, and carefully cultivating their fanbase, most artists today don’t actually control the data that underpins their careers. Fan information is scattered across platforms, from ticketing services to social media, streaming, and merch stores, creating a fragmented, inaccessible web of insights that should belong to the artist. This disconnect is costing artists billions in potential revenue, weakening fan relationships, ultimately starving development artists and threatening long-term career sustainability.

Data is more than just numbers. It tells the story of........

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