Carter appears on the cover of Billboard with Guy Oseary and Scooter Braun. He talks about the intersection of analytics and music:
The next phase of data is going to be transparency and also a deep dive into analytics—is it being used in a way that doesn’t violate the trust between the artist and the fans and the consumer and the brands? We wanted to see which songs [fans are] listening to from start to finish, which songs they’re skipping and which are the best playlists in which those songs could exist. That’s helping us realize what sorts of music are going to work at which format, and whether this song should follow the other on a particular release. It’s an ongoing education and we’re learning a lot.
He says Little Monsters is selling upwards of 6,000-7,000 presale tickets per show.
[In each city] we were doubling and even tripling what sponsor presales were and what other artists’ fan sites have done.