According to Spotify CEO Daniel Elk, Metallica plans their city by city setlists based on what local users are listening to in the area.
Original drummer Lars Ulrich, ensures each performance includes a unique setlist through analysing what songs are streamed the most within the local area. The band also considers which songs are being played most frequently on local the radio stations on a day-by-day basis.
Ulrich has taken to this practice since 2003 and the legendary metal band hasn’t repeated a setlist ever since.
Metallica is known for varying their setlists at each venue, making for a completely one of a kind experience every time you watch them.
Metallica is currently on the last leg of their North American tour and has taken to creating unique audio files for every live performance. In an attempt to extend the live experience, every audience member can purchase the inimitable audio files, making it even more essential that every venue’s setlist is perfectly catered to its listeners.
Elk explained the meticulous streaming analysis as an example of new marketing strategies in the music industry:
“You have an artist like Metallica, who changes their setlist on a city-by-city basis just by looking at Spotify data to see, which the most popular songs happened to be in that city. We’ve never before been at a place in time where you could make as many informed decisions and understand your audience as well as we can do now as an artist.”
The combination of the fan-driven setlists by Metallica and the use of new media information might be why Metallica are still seeing huge success nearly 40 years into their musical career.
Via Live For Live Music.
