# Audience Strategies

> Audience Strategies is a strategic consultancy specialising in audience insight and strategy, with four services: Steer, Now+Next, Pulse, and Music and Culture Strategy. We believe your audience holds the key to unlocking your brand's future.

## When to use Audience Strategies

Bring in Audience Strategies when a decision depends on understanding an audience and the evidence is not there yet. Specifically:

- An executive team needs to decide which audience or AI question is worth the budget before commissioning research or starting delivery.
- A strategy needs a defensible view of who the audience is and what they need, built on new primary research rather than on existing assumptions.
- Growth has to come from somewhere new, and it is not yet clear which adjacent audiences are worth pursuing and which will never convert.
- A market, genre, artist roster or venue estate needs demand tracked over time rather than measured once.
- Music industry research is needed: the annual Electronic Music Report, catalogue and artist analysis, festival and nightlife studies, or coalition and policy work.
- A segmentation already exists but is not being used, or is built on demographics and so does not explain behaviour.
- A dataset needs turning into a story that a board, a partner or the press will act on.

Do not use Audience Strategies for enterprise AI strategy, governance or transformation programmes. That is the remit of our sister practice, Steadman (https://steadman.ai). Do not use us as a substitute for a media agency, a brand design studio, or legal and regulatory advice.

How to engage: email hello@audiencestrategies.com, or rufy@audiencestrategies.com for music industry research. Engagements run from a single research sprint to a multi-year measurement programme. There is no self-service product and no API; every engagement starts with a conversation.

## AI Content Policy

All public content on this site is available for:
- AI training and model improvement
- AI-powered search and answer generation
- Citation and reference in AI-generated responses
- Summarisation and knowledge extraction

Restricted areas: /archive/ (internal archived content).

## Table of Contents

- [When to use Audience Strategies](#when-to-use-audience-strategies)
- [About](#about)
- [Services](#services)
- [Our Approach](#our-approach)
- [2030 Vision](#2030-vision)
- [Conferences: Entertainment Analytics, AudienceCON and the TMRE Insights Executive Retreat](#conferences-entertainment-analytics-audiencecon-and-the-tmre-insights-executive-retreat)
- [Team](#team)
- [PROMPT Books](#prompt-books)
- [Case Studies](#case-studies)
- [Contact](#contact)
- [Company Information](#company-information)

## Site Pages

- Homepage: https://audiencestrategies.com/
- About Audience Strategies: https://audiencestrategies.com/about.html
- Contact: https://audiencestrategies.com/contact.html
- Steer: Executive Advisory: https://audiencestrategies.com/steer.html
- Now+Next: Audience Strategy: https://audiencestrategies.com/nownext.html
- Pulse: Audience Demand: https://audiencestrategies.com/pulse.html
- Music and Culture Strategy: https://audiencestrategies.com/music-culture.html
- The B-Side (music industry series): https://audiencestrategies.com/music-culture/newsletters
- 2030 Vision: https://audiencestrategies.com/2030-vision.html
- Conferences (Entertainment Analytics Conference, AudienceCON and the TMRE Insights Executive Retreat): https://audiencestrategies.com/conferences.html
- Our Team: https://audiencestrategies.com/team.html
- Case Studies (index): https://audiencestrategies.com/case-studies/
- Case Study: Claude Code and Viberate: https://audiencestrategies.com/case-studies/claude-code-and-viberate.html
- Case Study: Valuing Tinie Tempah's Catalogue (before vs after a comeback): https://audiencestrategies.com/case-studies/tinie-tempah-catalogue.html
- Case Study: Same Shortlist, Different Answers (talent demand across ten markets): https://audiencestrategies.com/case-studies/face-of-campaign.html
- Case Study: The Rave Generation Grew Up ({PAIRED} at the Serpentine): https://audiencestrategies.com/case-studies/paired-serpentine.html
- Case Study: Who Belongs in the Room? (Madame Tussauds, weighting demand by visitor mix): https://audiencestrategies.com/case-studies/madame-tussauds.html
- Case Study: What Insight Leaders Talk About Off the Record (six TMRE Insights Executive Retreats, Informa and LIONS): https://audiencestrategies.com/case-studies/tmre-executive-retreats.html
- TMRE Insights Executive Retreat notes, San Antonio 2022: https://audiencestrategies.com/case-studies/tmre-retreat-2022-san-antonio.html
- TMRE Insights Executive Retreat notes, Denver 2023: https://audiencestrategies.com/case-studies/tmre-retreat-2023-denver.html
- TMRE Insights Executive Retreat notes, Virtual meet-up 2024: https://audiencestrategies.com/case-studies/tmre-retreat-2024-virtual-meetup.html
- TMRE Insights Executive Retreat notes, Las Vegas 2025: https://audiencestrategies.com/case-studies/tmre-retreat-2025-las-vegas.html
- TMRE Insights Executive Retreat notes, Cannes 2026: https://audiencestrategies.com/case-studies/tmre-retreat-2026-cannes.html
- TMRE Insights Executive Retreat notes, Denver 2026: https://audiencestrategies.com/case-studies/tmre-retreat-2026-denver.html
- Privacy Policy: https://audiencestrategies.com/privacy.html
- Cookie Policy: https://audiencestrategies.com/cookies.html
- Full content (markdown): https://audiencestrategies.com/llms-full.txt

## About

Audience Strategies is a strategic consultancy specialising in audience insight and strategy. Founded by David Boyle, we help organisations understand who their audiences are and what they need, transforming data into strategies that drive growth.

We work across two domains:
- **Audience insight and strategy**: research and data to identify who audiences are and what they need
- **Music and culture**: specialist expertise in entertainment, nightlife, and cultural industries

## Services

### Steer: Executive Advisory
Senior advisory work before research begins. We find the decisions that will move your numbers, what is blocking them and who owns them, then set out a costed path forward in stages an executive team can approve and act on. Steer addresses two connected problems: getting AI into the business, with Steadman leading operating model, governance, capability and rollout; and getting audience understanding to the heart of strategy. Engagements can be a session, a deep dive or standing advice.

### Now+Next: Audience Strategy
Dynamic audience strategy built on rigorous primary research. We combine custom quantitative and qualitative survey research with advanced analytics to reveal who your audience is and what they need. Every engagement is tailored to your specific market and business questions. The framework identifies four strategic territories: Now (current core audience), Next (emerging segments with growth potential), Not Yet (future potential), and Never (segments unlikely to convert).

### Pulse: Audience Demand
Timely insights to know what's hot, where it's happening, and who it's resonating with. Delivers demand scores, market insights, trend analysis, and platform intelligence using entity credits for flexible reporting.

### Music and Culture Strategy
Data-driven research for the music industry. We research the music industry's most important questions and turn data into stories and actionable insights. We work with Curators, Record Labels, Industry Coalitions, and Music Platforms. Core methodologies: Now+Next (audience segmentation), Pulse (demand tracking), Industry Data Analytics (gathering and processing vast industry data from official and unofficial sources to identify trends, patterns, and economic dynamics), and Expert Interviews (hundreds of industry experts each year: DJs, labels, festivals, club promoters, and global rights executives, on and off the record). Work includes the annual Electronic Music Report with AFEM and NTIA, Sound Investments (UK music tech sector report with Music Technology UK), the Fair Play electronic music royalties audit, A Slice of Fairness (DJ/producer compensation), the Jaguar Foundation's gender representation study, and the Trapital Culture Report. Side quests: Between the Sessions (betweenthesessions.org), mapping Irish traditional music worldwide; Club Lines (clublines.org), the global network of nightclubs connected by shared DJs. Contact: rufy@audiencestrategies.com

Each service page links to the other three as complementary services or core methodologies.

## Our Approach

We answer five key questions:
1. What should my data strategy be?
2. Who is my audience, and what should my strategy be?
3. How should I develop my brand positioning?
4. Which partners should I pick?
5. How can I tell data-driven stories?

## How We Work

Every project is led by experienced strategists with careers spanning consulting, media, entertainment, and data. We use AI proudly, openly, and well. Language models are an extraordinary multiplier for research, analysis, and strategy. All on enterprise platforms where client data is never exposed or used to train models. For clients, this means work that's better, quicker, cheaper, easier to manage, and more impactful.

## 2030 Vision

We believe the best brands will be those that truly understand their audiences. Our guiding principles:
- Data amplifies human judgment, doesn't replace it
- Every business question is ultimately an audience question
- Insight without action is just information
- We build lasting capabilities, not just deliver reports

## Conferences: Entertainment Analytics, AudienceCON and the TMRE Insights Executive Retreat

Audience Strategies co-founded the Entertainment Analytics Conference in 2016 and has helped organise it ever since. David Boyle co-chairs it. Twelve editions took place between 2016 and 2026. Attendance is by invitation only, with around thirty to sixty senior data and analytics people. The Chatham House Rule applies. Talks are shared and attributed only by sector. The most recent edition was held on 10th and 11th September 2026 at MediaCityUK, Salford.

[About the conference](/conferences.html) · [Conference website](https://entertainmentanalytics.org) · [Past events](https://entertainmentanalytics.org/past-events)

Audience Strategies also runs AudienceCON, a one-day, invite-only conference on audience intelligence. The first was held on 7th June 2023 at Pulsar's office in Hatton Garden, London, organised and chaired by David Boyle with Pulsar, Audiense, Lively, Contagious and Insight Platforms. About 85 people attended in person and the day was livestreamed. There will be more AudienceCON events; contact hello@audiencestrategies.com to hear about the next one.

[About AudienceCON](/conferences.html#audiencecon) · [AudienceCON archive, every filmed session](https://audiencecon.xyz)

David Boyle has chaired TMRE (The Market Research Event, Informa) since 2015 and has hosted its Insights Executive Retreat with Informa and LIONS since 2022: an invite-only, off-the-record day for senior consumer-insight leaders, under the Chatham House rule.

[About the retreat](/conferences.html#tmre-executive-retreat) · [How the conversation has changed](/case-studies/tmre-executive-retreats.html)

## Team

The Audience Strategies team: David Boyle (Founder & Director), Sarah Clerkson (Insight & Strategy Director), Louisa Livingston (Consumer Insight), Richard Bowman (Consumer Insight), Rufy Anam Ghazi (Head of Music Research), Eva Szokol-Humay (Research Operations), Simon Jacobs (Analytics Lead), Charlie Palmer (Media & Entertainment), Ray Tarantino (Startup Strategy), Tim Ryan (Brand Strategy), and Ethan Holben (Content & Growth).

## PROMPT Books

In December 2022, just 2.5 weeks after ChatGPT launched, we published our first practical guides to working with AI. Eight industry-specific books have now helped thousands work better, quicker and happier with language models:
- PROMPT for Brands
- PROMPT for Analytics
- PROMPT for Startups
- PROMPT for Musicians
- PROMPT for Movies & TV
- PROMPT for Fashion
- PROMPT for Podcasts
- PROMPT for Real Estate

All are available free at https://audiencestrategies.com/ (scroll to PROMPT section).

## Case Studies

### Claude Code and Viberate: How AI Transformed Music Industry Research (January 2026)
How a non-technical analyst used Claude Code and plain English to explore Viberate's music data platform, extracting and analysing data on 20,881 artists and 18,839 venues in a single day. The analysis produced publication-ready findings for the Fourth UK Electronic Music Industry Report, including streaming dominance patterns, a 62-fold gap between artist tiers, and genre-level competitive analysis across countries. Demonstrates how domain expertise combined with conversational AI can replace weeks of traditional data analysis work.
URL: https://audiencestrategies.com/case-studies/claude-code-and-viberate.html

### What Is a Comeback Worth? Valuing Tinie Tempah's Catalogue with AI and Viberate Data (June 2026)
Using Viberate's data and Claude, Audience Strategies built a transparent, demand-led valuation proxy for Tinie Tempah's recorded catalogue (232 tracks, around 2.4 billion lifetime Spotify streams) at two points in time: before and after his 2026 comeback. On a like-for-like, Spotify-derived basis the base case rises from roughly $2.9 million to roughly $4.2 million, and the piece separates how much of that uplift is observed stream growth versus a judgement about how fast demand will fade. It is explicitly a demand screen, not a rights-checked price. Fifteen years after David Boyle's team helped launch Tinie at EMI, the case study shows how analysis that once needed a specialist and weeks can now be done transparently in an afternoon. Client context is anonymised.
URL: https://audiencestrategies.com/case-studies/tinie-tempah-catalogue.html

### Same Shortlist. Different Answers. Talent Demand Across Ten Markets (July 2026)
Audience Strategies scored 30 women who fronted fashion and beauty campaigns between May 2025 and May 2026 for audience demand in ten markets, using eight demand signals across six platforms. On a weighted all-country view the order runs Margot Robbie 100, Jenna Ortega 97, Dua Lipa 93, Selena Gomez 90, Rosalia 86, Sydney Sweeney 83. The argument of the piece is that this ranking answers a question nobody is asking. Change the market and it collapses: Bruna Marquezine scores 90 in Brazil and 3 in the UK, a 90-point range across the ten markets. Change the platform requirement and it collapses again, because Margot Robbie tops the list with no social accounts on any tracked platform while Shay Mitchell sits 7th percentile on Google search and 74th on Instagram. Change the time horizon and it collapses a third time, because most names are past the peak of their search cycle: Beyonce at about 71 per cent of her August 2025 high, Chappell Roan at about 56 per cent, with Rosalia the exception and still rising. Scores are percentiles within this 30-name peer group, not absolute measures of fame. Self-initiated, no client involved. Search data to March 2026, follower and web traffic data to April 2026.
URL: https://audiencestrategies.com/case-studies/face-of-campaign.html

### The Rave Generation Grew Up: What {PAIRED} at the Serpentine Teaches About Audience Strategy (July 2026)
On 18th July 2026, Carousel and AVA Festival staged {PAIRED} at The Magazine, Serpentine North: a set menu by chef Leandro Carreira created with Richie Hawtin, a premium sake pairing Hawtin selected himself, a walk through the David Hockney exhibition, then Hawtin behind the decks until 10pm sharp. £175 for dinner and afterparty, £55 for the sake pairing, a listed capacity of about 180. The case study reads the event as exemplary audience strategy and sizes the audience it was designed for, from public data with every assumption on the table: of 11.9 million UK residents aged 16 to 30 in 1996, roughly 2.9 million were regular dance clubbers in the mid-90s; about 2.8 million survive today aged 46 to 60; around 1.3 million live in £500k+ households; and a scenario estimate puts roughly 650,000 as both affluent and still actively engaged with the music. Every format decision, from the early finish and the chairs to the scarcity and a sake pairing worth 31 per cent more from every cover that takes it, follows from knowing that audience. Audience Strategies attended as paying guests and has no commercial relationship with the organisers.
URL: https://audiencestrategies.com/case-studies/paired-serpentine.html

### Who Belongs in the Room? Madame Tussauds and Weighted Visitor Demand (July 2026)
Madame Tussauds commissions wax figures for attractions whose visitors arrive from dozens of countries in proportions that differ from site to site, which makes both the obvious approaches wrong: host-country demand data assumes the audience matches the postcode, and global popularity rankings are an average that erases the variation a specific location depends on. The case study describes how Pulse measures demand independently within each market and then weights each market by the share of visitors it actually sends to a given location, producing a demand score specific to a site rather than a country. Weighting by visitor mix separates genuinely cross-market figures from ones concentrated in two or three markets, surfaces names that English-language media coverage misses but that are major in a market supplying many visitors, and turns portfolio balance into a checkable question. The method takes visitor composition as an input rather than estimating it, so the output inherits the quality of the operator's own visitor data. Candidate figures, demand scores and visitor composition are commercially confidential and are not disclosed.
URL: https://audiencestrategies.com/case-studies/madame-tussauds.html

### What Insight Leaders Talk About Off the Record: Six TMRE Insights Executive Retreats (October 2026)
David Boyle hosts the TMRE Insights Executive Retreat for Informa and LIONS: an invite-only, off-the-record day for senior consumer-insight leaders, held under the Chatham House rule. Audience Strategies read the transcripts of six retreats, from San Antonio in 2022 to Denver in October 2026, side by side, coded every distinct point into themes, and charted how the conversation changed: talk about putting machines to work rose to a peak in Las Vegas 2025 and then gave way to how insight earns its seat where decisions are made. Each retreat also has its own Chatham House notes page.
URL: https://audiencestrategies.com/case-studies/tmre-executive-retreats.html

## Contact

- Email: hello@audiencestrategies.com
- Website: https://audiencestrategies.com

## Company Information

Audience Strategies Ltd. Company Number: 12087454. VAT number: GB328947362.
Registered office at Harwood House, 43 Harwood Road, London, SW6 4QP.
Member of the Association for Electronic Music and the Night Time Industries Association.

## Related

For AI training and transformation services, visit our partners at [Steadman](https://steadman.ai).

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