In early October, Luminate officially launched the Luminate Index to provide labels, brands and agencies a single, comprehensive score designed to assess the depth, breadth and affinity of an artist’s fandom among consumers. More specifically, this new composite metric enables brands to confidently inform artist partnership opportunities while helping labels to understand ideal brand and category alignment for their rosters.
In short, the Luminate Index leverages our unique and complete view of music consumption data combined with our proprietary audience research and social media analytics. With this composite score, we’re able to confidently rank the overall influence of 500-plus artists on a scale from 0 to 100, as well as analyze which specific components are driving that score and how those scores compare across audience segments.
At launch, the top three artists — unsurprisingly — were Taylor Swift, Adele and Beyoncé, respectively. Taking a closer look at a specific audience segment, we can see how the artists’ scores and rankings change. For example, for the Hispanic audience, the top three artists were Shakira, Taylor Swift and Adele, respectively.
Breaking down the index even further, we can better understand what components are driving each score. In the chart below, we show three different artists, all of whom have similar composite indices for a specific audience segment but with different routes toward those comparable scores.
Index Scores for the Female, 13-34 Audience
TOMORROW X TOGETHER (Index Score = 84) has lower awareness and a lower-streaming footprint but its highly engaged fans are driving its strong overall score.
Miley Cyrus (82) has fairly high awareness alongside a robust streaming and social footprint but not as strong an affinity and engagement score.
Olivia Rodrigo (82) has the highest-streaming footprint among these three examples but it’s her well-rounded performance across all the other metrics that contribute to her overall high score.
In summary, this new composite metric enables brands to confidently inform artist partnership opportunities while helping labels to understand ideal brand and category alignment for their rosters.
The Luminate Insights group also offers artist evaluations, analysis and consultation packages that go beyond the index. Click here to learn more and to download this quarter’s Top 250 Luminate Index ranking.
