How to use pirate metrics to set up a fan journey

The AARRR framework helps to obtain an actionable mindset.

If you are not a subscriber of The Fanbase Builder, join the dozens of artists, creators and music industry executives who receive it for free.

Let’s dive into today’s topic:

---

How to use pirate metrics to set up a fan journey

Music artists often get distracted by superficial metrics like streams and followers. Fortunately, there's a framework that helps to focus on actionable metrics that actually measure what matters.

Why it matters

Fanbase strategies nurture listeners into becoming superfans. It's a journey over a longer period of time with multiple steps. Measuring actions that improve performance and growth is crucial.

How it works

Silicon Valley investor Dave McClure developed the AARRR framework to help startups focus on metrics that directly affect the growth and health of their business. Because of its pronunciation, the framework is also referred to as Pirate Metrics.

Acquisition

• Acquisition metrics measure how people discover the artist brand.

• Acquisition can be operationalised into actionable metrics such as people reached or impressions.

• For example: People reached with an and campaign, viewing figures of a TV show.

Activation

• Activation metrics measure people taking action and might remember the artist brand.

• Activation can be operationalised into actionable metrics such as people who stop scrolling or watch time.

• For example: Video views of more than 3 seconds on Instagram, YouTube Watch Time, audience at a festival show.

Created with StableDiffusion using the prompt ‘a busker dressed up as a pirate’

Retention

• Retention metrics measure activated fans continuing to engage with the artist brand.

• Retention can be operationalised into actionable metrics such as repeated consumption or potential reach from owned media.

• For example: Newsletter database size, Spotify listeners from fans’ own playlists and library, average views per unique user on YouTube.

Revenue

• Revenue metrics measure fans’ willingness to spend money on the artist brand.

• Revenue can be operationalised into actionable metrics such as revenue or donations.

• For example: Ticket and merch sales, Bandcamp revenue, royalty reports, return on ad spend (ROAS), return on investment (ROI).

Referral

• Referral metrics measure the word-of-mouth effect of an artist brand.

• Referral can be operationalised into actionable metrics such as sentiment or brand mentions.

• For example: Brand recall, identity-image gap measurements.

Yes, but..

Music is emotion, and gatekeepers fence the music industry. Both can be critical indicators for success, yet almost impossible to measure. However, to tackle these industry-specific hurdles, it’s best to focus on the things music artists can influence themselves. The AARRR framework helps to obtain such an actionable mindset.

Take action now

A simple exercise for music artists: Open a spreadsheet app like Excel or Google Sheets. Pick one actionable metric for each of the AARRR phases. Measure these metrics for at least four weeks. Analyse performance and learn what can be improved.

Further reading

• Examine and optimize your fan journey in 30 minutes (Artist Lockdown Challenge)

• Set up a basic data report in 30 minutes (Artist Lockdown Challenge)

• Metrics That Matter (Amber Horsburgh)