By Jennifer Faull

Marketers from Jack Daniels and Spotify have agreed on a point that many might expect them to differ – that the role data plays in music marketing should be limited.

Jack Daniels has worked hard to establish itself as a whiskey brand for music fans. Be it through partnerships with emerging artists, putting on gigs, or simply the soundtracks for its advertising – it has infiltrated almost every part of its marketing.

Despite the vast array of data which can tell the brand what track is most popular among its drinkers or the artist trending in its community, at the end of Read full story ›

Source: The Drum