Colourtext are experts in music and audio research. Our Work aims to capture and understand the subtleties of passion and behaviour that drive people's love of music.
We do everything from music testing for broadcast radio, developing formats for music-based reality TV shows, creating music genre maps and building data analytics strategies for music streaming services.
We focus on using data to capture the subtleties of passion and behaviour that drive people's love of music. We have charted the transition from vinyl to CD, MP3 filesharing to streaming subscriptions and back again to premium vinyl sales.
The more you love something, the better you tend to become at it. Colourtext is lucky to have enjoyed a long-term love affair with music & audio research.
Colourtext has used a never-seen-before dataset to uncover new insights about the impact of word density on the effectiveness of audio advertising. When audio ads reduce their word rate creative standout rises, which in turn boosts campaign web response.
We’ve always been fascinated by music streaming behaviour on Spotify and the window it opens up on evolving music trends.
Thanks to streaming data supplied by RadioMonitor, we’ve created a regular and independent analysis of the most popular artists, tracks and music genres requested by Spotify’s users in the UK.
Colourtext has used a network-based algorithmic solution to unify a bunch of disparate, manually produced artist genre classifications into a new map of popular music.
The map has helped us figure out how niche music definitions like Shoegaze, Goregrind and Riot Grrrl etc. all relate to each other and fit into a wider landscape of popular music culture.
Colourtext recently developed a new UK Music Trends Dashboard for the BBC that uses RadioMonitor playlist data to produce a strategic picture of how the UK's music radio market has evolved over the last 5 years.
We've created an edited 'lite' version of the dashboard for you to play with.
A growing range of streaming and podcast apps provide listeners with customisable audio content, social features and, in many cases, advert-free content. With all this choice it's a wonder so many of us still listen to conventional radio. So why do we?
From developing the world's biggest music consumer segmentation to working on the world's biggest music talent show, Colourtext is trusted to deliver for some of the most influential brands in music & audio. Click on the images below to learn more about the work we do.
Sony Music - the world’s biggest and longest running market segmentation model of global music consumers, which now operates in 42 national markets.
Colourtext partnered with brand change experts Innovation Pipeline to develop an audience segmentation of U.S. reality TV viewers. Our client was Fremantle, the makers of American Idol and the world’s biggest reality TV entertainment show.
A FECI segmentation and Fan Map of music consumers for Warner Music Group that scaled globally but also adapted sensitively to local cultures and markets.