Know your fans and make some cash. With empty pockets and smaller album sales, there is a lifeline thrown to bands via the growth of fan analytics services to actively engage with and understand your fanbase. This perspective allows you to identify who your fans are, how they differ, who will pay the most and for what and what different products can be targeted at different tiers of fan; albums, tickets, VIP packages, t-shirts, mugs…so long as you’ve got the info anything is possible meaning even a small band can monetise itself with success. Liz Leahy leads the discussion on just how important analytics can become.