Genesis Media, the only platform making advertising decisions based on real-time user attention, today announced a new collaboration with Heads Music, a female founded and led Indie label, to enable music artists to more effectively reach and engage their fans through data analytics.

Through the new partnership, artists including Wyclef Jean will be able to tap into Genesis Media’s attention analytics platform to find better ways to market music. The attention data will provide insights into which formats, lengths and types of creative resonate best with music fans.

"As an artist, it’s incredibly important to find deeper and more meaningful ways to engage with my fans,” said Wyclef Jean, music artist. “When we merge what we do as creatives with science, it becomes a powerful tool to improve the way we reach our audience.”

Read more: marketwatch.com