Warner buys A&R scouting tool Sodatone to help “search for the superstars of tomorrow"

Warner Music Group has acquired Canadian tech start-up Sodatone, the much-in-demand A&R insight tool which will give it an advantage in its “search for the superstars of tomorrow”.

The major now exclusively gets privileged data of trending unknown acts to help its human A&R execs make signing decisions.

The game changer Sodatone was launched in Toronto in 2016 by Arjun Bali and Jerry Zhang, who have a background in data science, artificial intelligence and engineering.

The platform’s technology uses streaming, social, touring  and early discovery playlists data with machine learning to identify the best trending unsigned artists by tracking early success.

This is through indicators as the loyalty and engagement of a growing fan-base, and even the potential viral success of a track or demo.

Warner now acquires two other features by Sodatone that will help its acts after they’ve been signed.

The start-up provides insight into audience reaction to releases from established artists and songwriters, and also uses on-line feedback from venues and promoters to help book and promote artists’ tours.

Warner Music Group’s CEO of recorded music, Max Lousada, said, “As the youngest member of our growing family of brands, Sodatone will help to differentiate us in the search for the superstars of tomorrow."

He explained, “At Warner Music, we’re creating an entrepreneurial environment where art and technology thrive together.

“Arjun and Jerry are two talented pioneers, whose passion for algorithms and trends is matched by our love for music and culture.

“They understand that A&R instinct has always been informed by different types of data, and have created a tool that brings new sophistication and foresight to creative decisions.”

One of the strengths of Sodatoen, he said, is that it is “particularly versatile in providing global and regional views, enabling A&Rs to focus on specific territories as well as global reach.”

It has been extensively used by major and indie labels and publishers around the world.

Bali and Zhang will continue to run Sodatone, now reporting to WMG’s chief data officer Vinnie Freda, and collaborating with Warner’s A&R decision makers in its recorded music and music publishing divisions.