Warner Music Group has acquired Sodatone, a data analytics platform designed to unearth emerging talent.
Founded in 2016, Sodatone tracks streaming, social media, touring and playlisting data. Per the company’s website, their analytics provide managers with enough information to track their current roster and search for emerging talent, help concert promoters to find acts that will draw a crowd and assist A&Rs in finding the “next big thing.”
Sodatone’s founders Arjun Bali and Jerry Zhan will continue to run the company, reporting to WMG chief data officer Vinnie Freda and various A&R executives within the company.
The acquisition is the latest deal orchestrated by CEO of Recorded Music Max Lousada. The 44-year-old executive’s decision will likely add a competitive edge over its counterparts Universal Music Group and Sony. Lousada said via a press release:
“At Warner Music, we’re creating an entrepreneurial environment where art and technology thrive together…. Arjun and Jerry are two talented pioneers, whose passion for algorithms and trends is matched by our love for music and culture. They understand that A&R instinct has always been informed by different types of data, and have created a tool that brings new sophistication and foresight to creative decisions. As the youngest member of our growing family of brands, Sodatone will help to differentiate us in the search for the superstars of tomorrow.”
Sodatone’s founders chose WMG “because we respect the company’s openness to experimentation and admire their approach to artist development. Having worked with so many music companies, it will be inspiring to be closer to the music-making process, and explore how we can fine-tune our technology to make it an even more powerful tool in the hands of the creatives.”