Music Audience Exchange (MAX) has unveiled its Artist Matching Engine, which links brands to artists’ ticket buyers and fans to better target them.

The MAX Artist Matching Engine maps 1.8 million artists to psychographic and behavioural attributes of their ticket-buyers.

The launch comes after a three-year project looking to map music tastes onto the demographic psychographic, geographic, and behavioural attributes of music audiences.

The system, which is powered by first party and aggregated data, combines proprietary genre taxonomy with analysis of streaming, social media and live show data to gain insight into the ticket buyers and fan bases.

The database of over 900 genres and 1.8 million artist on the MAX Platform is constantly updating to help brands pinpoint and better understand correlations between artists and their fans.

From there, MAX builds programmes that promote audio, video, social, and live music experiences to fans across all of the places they’re connecting with music on a daily basis.

“Today’s marketers not only have to understand their target audiences, but they need to be able to reach them in a personal way. The MAX Artist Matching Engine has analysed and segmented one of the most data-rich cultural identifiers available – music preferences – enabling brands to better understand their target audiences, then reach them through experiences that are welcomed instead of interruptive,” said MAX vice president of product Jeff Rosenfeld.

“Artists benefit from insights about their fans as well as access to brands who can provide them with promotional opportunities to help build their careers.”

The MAX Artist Matching Engine gives brands new layers of data-driven precision and insights to their understanding of what music audiences want to hear and can use that knowledge to create much more effective brand-artist partnerships.

Ford, one of the first brands to use the platform, has a number of dealer groups across the country currently reaching singer Brantley Gilbert fans around the US.

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