Music marketing · Selected work
Music marketing case studies.
From finding more efficient audiences for an independent artist to building tools that connect advertising costs with streaming engagement, these projects show how I use data to make music promotion more measurable and practical.
Research, analytics, and implementation by Tomas Corza · Artist identities are intentionally withheld.
Selected projects
What the work revealed.
These are two connected but distinct projects: a reusable analytics dashboard and a real-world advertising performance audit.
Building a dashboard to evaluate music promotion beyond clicks.
I developed a Python-based toolkit that combines Meta advertising reports with Spotify engagement data. It lets a marketer compare advertising expenditure, destination-page visits, and observed Spotify saves by country, then export a summary for reporting and further analysis.
Compare ad spend and reported landing-page visits across international markets.
Calculate observed saves per advertising dollar, cost per observed save, and save rates when valid listener counts are provided.
Identify missing or mismatched country data instead of silently merging unrelated results.
Upload compatible CSV exports, explore an interactive chart, and download a country-level summary.
The public dashboard's built-in figures are fictional examples. Spotify saves are observed activity, not proof that advertising caused each save. Live external API connectivity is not required to explore the demo.
Finding where an artist’s advertising budget worked harder.
I reviewed three years of Meta advertising activity for an independent music artist, looking at campaign spending, audience locations, creative performance, and whether reported clicks were turning into measurable landing-page visits. The goal was to find what was efficient, what needed investigation, and what to test next.
Recent comparison period: August–October 2026. Rounded figures. These are traffic outcomes reported by Meta, not verified Spotify streams, saves, or new fans.
What I investigated
- Which campaigns generated more destination-page visits per dollar
- Differences in advertising efficiency across countries
- Creative and placement performance
- Cases where clicks were recorded but page visits were not
What the results showed
- Cost per reported landing-page view was approximately 59.5% lower than the comparable period in 2025
- Reported landing-page views increased by approximately 61% with about 35% less spend
- One campaign reported thousands of clicks but no landing-page views, flagging a tracking or destination issue to investigate
- Low-cost traffic alone could not establish listener quality
What I recommended: Use the more efficient audiences as starting points for controlled tests, investigate tracking gaps, and evaluate downstream engagement rather than choosing campaigns solely because they produce inexpensive clicks.
The approach
From activity to a better decision.
A click is a starting point, not the finish line. The purpose of these projects was to distinguish what can be measured from what still needs testing.
Understand the numbers
Bring advertising exports and streaming summaries into a consistent reporting structure.
Find meaningful differences
Compare audiences, countries, creatives, spending, and observed engagement.
Design the next test
Prioritize better tracking, clearer objectives, and experiments that reduce uncertainty.
Independent artist marketing
Have music to promote?
I work with independent artists, bands, and producers on advertising strategy, audience research, release campaigns, and performance reporting. We can start by reviewing what your current marketing data actually says.