Bands really are businesses now and they need to start acting like it, Spotify’s director of economics said.

There’s such a huge amount of data available to bands now that they can, in theory, start to hack their way to growth or the elusive big break.

Spotify’s economics boss Will Page told Business Insider the company measures age, gender and geography of all people streaming, which means artists can make critical business decisions on touring, marketing spend or what type of songs to create based on sound information.

Read the full story: Business Insider