Atlantic Records / Warner Bros
Entertainment (Music)
Turning fan sentiment into booking confidence
Real-time sentiment analysis for artist discovery and booking
Market
Global
Engagement
NLP Analytics
Challenge
Atlantic Records and Warner Bros needed a more rigorous way to identify breakout artists and inform touring decisions. Booking confidence was being driven by instinct rather than evidence.
What we did
We analysed over one million TikTok comments across 20 artist accounts, extracting granular audience emotion — joy, anticipation, support and critique — to surface the acts generating the strongest fan response across demographics and content types.
Outcomes
Measured emotions including joy, anticipation and support across content
Identified fan-favourite acts for a major European tour
Replaced gut feel with data-led booking confidence
