Now Playing: Jay-Z's Data-Driven Setlist...
As revenue sources continue to shift, touring is becoming increasingly important. The live performance sector has its own demons, most notably macroeconomic pressures, though the show is a unique experience that is difficult to reproduce. But how can artists maximize that experience by playing the songs that fans want to hear the most?
For newer artists, the challenge is getting enough material together to fill a set. But for multi-album, multi-decade artists with long-term, loyal followings, the question becomes more complicated. Fans certainly want the classics; the sing-a-longs that peppered their experiences growing up, partying through college, and living out their adult lives. But artists need to balance older songs with newer material, including songs that are still catching on. And, all of that needs to be smartly blended into a package of 15, 20, or more songs.
But what to play? Digital Music News, using data from BigChampagne, attempted to answer that question using the example of Jay-Z, a relevant, touring artist with a massive catalog. Jay-Z has played lots of gigs, and has the best sense for what crowds want to hear. But online channels also offer some guidance, especially when multiple platforms are considered – in this case, MySpace Music, YouTube, and file-trading networks.
MySpace Music offers a considerable level of programming to its audience, and in the case of Jay-Z, positions the latest release (The Blueprint 3) most prominently. In the case of YouTube, the monitoring focus was the Jay-Z channel, a section that also leans heavily towards promotional and newer content. P2P may offer the purest indicator of demand, simply because users are entering searches cold. But those choices are still informed by outside media sources, prompting the move to acquire.
And the takeaway? Jay-Z is obviously pushing newer material, and shows are not just about memory lane. But, in the interests of mixing old and new, a number of older songs are must-plays according to the data. (Incidentally, plenty of songs feature guest artists and therefore call for tricky work-arounds in a live setting, though they are still incorporated here based on user demand.)
So, without further adieu, the most demanded tracks across the various platforms, sorted loosely by time period…
Newest:
1. Empire State of Mind (feat. Alicia Keys) (2009)
2. Run This Town (feat. Rihanna, Kanye West) (2009)
3. Brooklyn Go Hard (feat. Santogold) (2009)
4. D.O.A. (Death of Auto-Tune) (2009)
5. History (2009)
6. Hate (feat. Kanye West) (2009)
7. Already Home (feat. Kid Cudi) (2009)
8. Thank You (2009)
Relatively Recent:
1. Hello Brooklyn 2.0 (feat. Lil’ Wayne) (2007)
2. Roc Boys (And the Winner Is)… (2007)
3. American Gangster (2007)
4. Jockin’ Jay-Z (Dopeboy Fresh) (2008)
5. Lost One (feat. Chrisette Michele) (2006)
6. Show Me What You Got (2006)
Older Songs, Classics:
1. Can I Get A… (feat. Amil, Ja Rule) (1998)
2. Big Pimpin’ (feat. UGK) (1999)
3. 99 Problems (2003)
4. Girls, Girls, Girls (2001)
5. ‘03 Bonnie & Clyde (feat. Beyonce) (2002)
6. Money, Cash, Hoes (feat. DMX) (1998)
7. Money Ain’t a Thang (feat. Jermaine Dupri) (1998)
8. Heart of the City (Ain’t No Love) (2001)
