CNet (02/05/20) Solsman, Joan E.
Google's experimental startup incubator Area 120 has rolled out Demand, a new tool that organizes Google search, YouTube and other data about musical artists so promoters, managers, labels and other stakeholders can plan live concerts that align more closely with fans' interests. Demand could potentially help artists price tickets at their actual value, or understand ahead of time how many tour dates should be planned for cities. Demand co-founder Nick Turner said the service will offer real-time information to the music industry, reducing its reliance on historical data. Demand taps resources that include Google Trends to specify fan interests, and YouTube to measure sustained interest in an artist over time. The tool also uses third-party data sources about ticketing and offers users the ability to filter data to urban areas. Demand is freely available, but people interested in using it must apply to get access. "We're calling it the great equalizer, because everybody will have it," Turner said.
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