Insights

Passenger is in the Driver’s Seat
Article

Passenger is in the Driver’s Seat

Music and data live in two different universes, but they actually have more in common with one another than you might think. For example, they’re both all around us, have the power to drive change and can actually bring people closer together. And when data and music come together, the impact is even greater.

That’s what happened when music artist Passenger used Nielsen data to better engage with fans. In fact, the artist behind the 2013 hit “Let Her Go” was able to boost distribution and amplify his promotion efforts simply by understanding more about the fans of his music and the stations that were spinning his tunes. With insight into sales, streaming trends and airplay, Passenger sold out a string of shows across the U.S. and Canada, making him a major North American music success. Here’s how Nielsen played a part in Passenger’s story.