Indie artist Emlyn is a star on the rise, thanks in part to her use of platforms like Chartmetric and Venice Music, which provide emerging talent with the tools they need to succeed in the music industry.
Many companies offer tools, data, and insights to support today’s emerging independent artists. Meet Chartmetric and Venice Music, two all-in-one platforms that do just that. Since 2015, Chartmetric has equipped artists and music industry professionals with comprehensive streaming, social media, and audience data to help musicians thrive in their careers. Meanwhile, Venice Music offers tools to distribute music, monitor streaming performance, and collect royalties.
Emlyn: A Success Story Using Chartmetric and Music Distribution Platforms
Emlyn, an LA-based indie singer-songwriter originally from Nashville, is one of the rising indie artists who has seen success using both platforms. With a musical background—her father was a studio drummer, and her mother a therapist—Emlyn learned early on the importance of crafting emotionally resonant songs. She also taught herself to play the piano and guitar, guided by Taylor Swift’s songbook.
Today, Emlyn releases her music, distributed through Venice Music. For the past six years, she has been managed by Joshua Russak, who discovered her after hearing demos sent by one of his other clients.
"I thought she had an incredible ear for melodies and storytelling," Russak told Chartmetric. "We hit it off discussing music and business, and I felt she had a solid understanding of what it takes to succeed in today’s music environment."
Emlyn’s Artistic Development and Journey to Releasing Her Own Music
Russak was drawn to Emlyn’s lyrics and writing style, noting how her realness and approachability stood out. She had a knack for getting into the heads of other artists and helping them express their emotions.
"Artists are works-in-progress," Russak explained. "It takes time to define an identity, and I watched Emlyn go through several stages. From the beginning, it was clear that she would keep improving, and I’ll bet on people like her all day."
Initially, Emlyn focused on songwriting. However, the pandemic marked a turning point. With fewer songwriting sessions happening, she decided to release her own music, which shifted her career trajectory.
Building Momentum on Streaming Platforms and Strategic Decisions
In January 2021, Emlyn released new music and began gaining momentum on streaming platforms like Spotify and Amazon Music. By May, her song "B.O.M.B." gained semi-viral traction on TikTok, amassing over two million views.
Russak leaned heavily on data during this period, using tools to monitor Emlyn’s progress and determine strategic decisions like song releases and marketing campaigns.
"Sometimes posts perform well for follows but not streams, or vice versa," Russak said. "Even in this algorithm-driven world, audiences aren’t machines. By analyzing data, we can find trends and adjust our approach."
The Role of Chartmetric in Emlyn’s Strategy
For Emlyn’s manager, Chartmetric plays a crucial role in their strategy. "I use Chartmetric as my home base," Russak shared. "It helps us analyze where we stand, what’s working, and what isn’t. Even when the answers aren’t clear, the platform provides clues to guide our next steps."
Emlyn’s social media presence has grown significantly, with 485k followers on TikTok, 107k on Instagram, and 174k on Spotify, where she saw a 14.4% increase over the past year. Her YouTube channel boasts 26.4k subscribers and over 13.5 million video views.
Their content strategy tailors posts to each platform—short-form videos on TikTok and Instagram Reels tease music and encourage fan engagement, while Instagram and Twitter are used for formal announcements and milestones.
Venice Music’s Perspective on Data Tools
Michele Akinsanya, Director of Data and Streaming Analytics for Venice Music, finds Chartmetric invaluable for tracking playlist placements on release days. "It’s still in beta, but I love the artist insights that highlight growth spikes on social and streaming platforms," she explained. "This allows us to act on key moments quickly."
Looking ahead, Akinsanya plans to use more of the platform’s features to help artists like Emlyn strategically navigate their careers.
Key Lessons and Future Plans
Janice Wang, VP of Partner Acquisition and Success at Venice Music, highlights three key lessons from Emlyn’s career that other artists can learn from: "Invest time in nurturing fan connections, execute pre-release and post-release promotion plans, and be open to fan feedback to refine strategies."
Emlyn’s album, that’s how you make a villain - chapter 1, was released in November, and she shared on Instagram that she decided to tell her story as a trilogy. She’s set to tour the U.K. and Europe in February 2024, marking another pivotal chapter in her career.
Fans will be eager to follow her journey, staying updated through her social media platforms.
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