CIMA & CCMAU Present: Leveraging Data for Success: The Data-Driven Road Map to Building Your Audience

Fri 12th April 2024

CIMA and CCMAU present: Leveraging Data for Success: The Data-Driven Road Map to Building Your Audience

About: In today's music landscape, data has become an invaluable tool for artists and their teams, guiding everything from creative decisions to strategic marketing plans and audience growth strategies. Join us for an enlightening panel discussion where industry experts delve into the diverse array of data available to artists and how it can be leveraged effectively not only for decision-making but also for expanding and engaging their audience base.

RSVP Here:


Ali Raney - Director - Marketing & Operations, Starseed Records


  • Anne Stirk - Director of Marketing & Brand Strategy, Republic Live
  • Adam Oppenheim - President, Stampede Entertainment
  • Brooke Morgan - Manager, Label Management, The Orchard
  • Tera Lee Flaman - Artist Advocate / General Manager, GPS Promotion - GPS Promotion/Sakamoto

Panel Discussion Topics:

Understanding the Data Landscape:

Explore the types of data available to artists, including streaming numbers, social media analytics, chart numbers, consumer insights, and audience demographics, with a specific focus on how these metrics can be used to identify and understand audience preferences and behaviours.

Turning Data into Actionable Insights:

Discuss methodologies for interpreting data effectively and using it to inform not only creative decisions but also audience engagement strategies. Explore how artists and their teams can harness data to identify trends, capitalize on opportunities, and optimize content for maximum impact.

Crafting Compelling Pitches:

Share strategies for utilizing data to tailor pitches to various outlets such as radio stations, DSPs, and promoters. Highlight how understanding audience preferences and market trends can enhance the effectiveness of pitches, leading to successful placements and partnerships that foster audience growth.

Empowering Artists and Teams:

Delve into practical techniques and tools that artists and their teams can use to access and analyze data, empowering them to make informed decisions and take proactive steps toward building and engaging their fan base.

Future Trends in Music Data Analytics:

Look ahead to emerging trends and technologies in music data analytics, including advancements in AI and machine learning, and their potential impact on the industry landscape. Discuss how staying abreast of these developments can position artists and their teams for future success in a rapidly evolving digital ecosystem.

Panelist Bios:

Ali Raney

Ali Raney is a vibrant force within the music industry, blending a rich 13-year history as a professional musician and artist, with a decade of spearheading a successful creative shop as a marketing strategist. Currently serving as the Director of Marketing and Operations at Starseed Records, Canada's top independent record label, Ali leads projects for platinum-selling artists like Dean Brody, The Reklaws and Jade Eagleson, achieving remarkable milestones with her powerhouse team such as multiple gold and platinum certifications, various No. 1 singles, Times Square billboards, People Magazine features, as well as securing the 2023 CCMA Award for Innovative Campaign of the Year.

With a Bachelor of Fine Arts in Music Performance and 12 CCMA award nominations to her name, Ali's journey in the music industry spans from touring with iconic artists such as Terri Clark and Barbra Streisand, to appearing in celebrated Broadway performances of “Come From Away”, “Dear Evan Hansen” and “Hamilton” with Mirvish Productions, in addition to an award-winning career as an artist with her former band, The Lovelocks, to running day-to-day operations at Canada’s premiere independent label. Beyond accolades, Ali champions diversity and is actively working to bridge gender gaps in the industry. Ali's journey epitomizes resilience, creativity, and a steadfast commitment to shaping the future of music.

Tera Lee Flaman

Tera Lee Flaman is an Alberta-based music industry professional whose super power is relationships. With an extensive background in radio, her passion is to help Canadian Country artists navigate their careers, radio releases, and the music industry in general. She has worked with artists at every level including Hailey Benedict, Gord Bamford, Nice Horse, Kalsey Kulyk, The Prairie States and more.

Flaman has worn many hats throughout her career including singer, songwriter, and musician, receiving a CCMA nomination for Rising Star in 2004. As a radio personality she is a five-time CCMA On-Air Personality of the Year winner. She is an accomplished live show producer and has produced all eight of the CCMAs Legends Show and the past three Country Music Alberta Awards shows.

Adam Oppenheim

Adam Oppenheim is the President of Stampede Entertainment, a Calgary based concert promoter and talent buyer. He proudly procures talent for iconic Canadian events, venues and institutions, including the Calgary Stampede, National Music Centre, Grey Cup Festival, and Calgary Flames, and has promoted concerts including Taylor Swift, Garth Brooks, Katy Perry, KISS, Shania Twain, Bon Jovi, Keith Urban, George Strait and Stevie Wonder. To encourage the growth and development of the Provincial music industry, Adam previously served as the Vice- Chairman of the Alberta Music Industry Association Board of Directors.

Adam holds both a Juris Doctor from the University of Calgary Faculty of Law and a Master of Business Administration from the Haskayne School of Business. He is a co-founder of annual fundraising event the Great Bar Band Battle, supporting access to justice organizations that provide free legal counsel to low income Calgary residents. Since the inaugural event in 2016, the Great Bar Band Battle has raised in excess of $150,000.00 for Student Legal Assistance, Calgary Legal Guidance, and Pro Bono Law Alberta.

Anne Stirk

Anne Stirk brings 17 years of marketing expertise to the music industry, with roles spanning Republic Live, Universal Music Canada, and Spotify Canada. Her early work at UMC played a part in building the formative excitement around artists such as Shawn Mendes and Justin Bieber. As her career progressed, Anne shifted focus towards digital strategy, playing a key role in Universal Music's seamless transition into the streaming era. She was instrumental in facilitating smooth and successful market entries for major Digital Service Providers (DSPs), notably Spotify and Apple Music.

At Spotify, Anne prioritized putting Canadian talent in front of music industry stakeholders and global audiences. Teaming up with her colleagues, she crafted best in class marketing and editorial strategies for a diverse range of artists, spanning from established icons like Celine Dion, Nickelback, and Shania Twain, to emerging talents like Devon Cole, Alli Walker, Valley, and The Beaches. Through these efforts, she not only bolstered their label market shares but also significantly heightened awareness for Canadian artists and their releases.

In her current role as Director of Marketing at Republic Live, Anne harnesses creative and innovative marketing strategies, informed by industry insights, to maximize artist exposure and enrich the live music experience. With a keen eye on the evolving trends and shifts within the music industry, Anne leverages this insight to adapt and evolve strategies, ensuring Republic Live remain at the forefront of the music industry's dynamic landscape.

Brooke Morgan (The Orchard)

Brooke Morgan is a Toronto-based music industry professional who wears multiple hats in the field. In 2021, she joined The Orchard's exceptional music distribution team as a Label Manager, collaborating with a diverse range of clients including Birthday Cake Media, Dine Alone Records, R&B artist Dylan Sinclair, and rising country icons High Valley. Drawing from her prior experience as Label Director at Paper Bag Records, Brooke also contributes to the development of Wavy Haze Records, an independent label she co-founded with Born Ruffians. Additionally, Brooke has ventured into artist management, representing acclaimed Canadian singer-songwriter Sarah Harmer and indie up-and-comers Ice Cream.

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