In a digital-first music industry with the likes of music services such as Apple Music, Spotify, TIDAL, Amazon Music, and more, the importance of understanding audience behaviour is just as critical as creating the next hit song. That’s why at the University of Westminster, we’ve launched an innovative ‘Data and Analytics in the Music Industry’ module, first introduced by Dr Adrian York in 2022. This industry-led initiative gives students a practical edge in one of the most competitive and creative sectors.
The inspiration behind this module stemmed from a simple but powerful observation: data now influences every part of the music business. From predicting hit songs to planning global tours, data helps artists and companies make smarter decisions. Our latest module equips students with the tools to do just that, helping to bridge the gap between theory and real-world application.
What sets the module apart is its collaboration with live event tech firm Dice FM, which allows users—often called ‘fans’ by the company—to search, browse, and purchase tickets for various live events. With over 10 million monthly active fans and ever-increasing growth, the platform offers students the chance to work with real data and address challenges from Dice FM, such as analysing ticket sales trends, artist performances, and more.
Leddra Chapman, Course Leader for Music Production, Performance and Business BA said, “The partnership with Dice FM plays a huge role—students work with real data and respond to live industry challenges, gaining insight into how data drives decisions in areas like ticketing, artist strategy, and fan engagement. With Dice’s data scientist input to the module, students experience first-hand how analytics operates at the core of a leading music-tech company. It’s an immersive, hands-on approach that makes the connection between academic study and industry application genuinely impactful.”
The module’s development was a joint effort. Dice FM didn’t just provide support—they co-designed the course content, co-delivered sessions, and even helped shape the final assessment. The partnership was born out of both opportunity and necessity. While the academic team had a strong academic framework, they required a deep data science expertise needed to make this a credible, impactful module. Leddra Chapman personally reached out to contacts at Dice FM, including their Head of Data, and the collaboration evolved from there. Dice FM co-designed the scheme of work, co-delivered key content, and even created the assessment brief. This ensured that students are exposed to real industry standards, tools, and expectations from day one.
Hayeon Wu, a second-year student stated, “This module with Dice FM gave me a clearer understanding of how ticket sales and fan engagement fluctuate depending on the season, artist activity, and country-specific trends. For example, I was able to analyse how ticket sales increased when artists who had performed at festivals later held solo gigs. Seeing these patterns reflected in actual data made me realise how powerful data can be in identifying past market trends and predicting future directions. It helped me better understand fan behaviour through a more practical and data-driven lens.”
With the module being taught by both University of Westminster academics and Dice FM’s in-house data scientists allowed for blending both academic rigour with industry expertise giving students a holistic education. Leddra said, “Academics provide the theoretical and critical thinking foundation, while the data scientists from Dice offer a practical, applied perspective. This dual approach ensures that students not only understand why data matters but also how to use it effectively. It’s about developing both depth and agility—key traits for thriving in modern creative industries”. This key blend of critical theory and applied industry knowledge was planned to help students become agile thinkers, able to navigate both the creative and analytical sides of the music business.
Students who successfully complete the module have the opportunity to obtain highly sought-after skill including data literacy, audience analysis, strategic planning, and storytelling through analytics. They also develop confidence in presenting their ideas and receive real-time feedback from professionals—an experience that’s both formative and career-focused.
The final assessment involved delivering a professional-style pitch to a panel of Dice FM data experts and university staff at Dice HQ, where students analysed data, crafted a strategic artist or event plan, and presented their insights and decisions. This simulated industry pitching experience enhanced students’ confidence, clarity, and professionalism while providing real-world exposure. Presenting before these industry professionals also assisted to demystify the industry environment, intended to make the transition from university to employment feel more attainable.
Beyond the formal learning, students have direct access to Dice FM staff throughout the module, fostering meaningful industry connections. Many students continue to stay in touch after the course—whether through LinkedIn, informal mentorship, or career advice—highlighting the lasting relationships built during this experience. While internships are not guaranteed, this professional exposure frequently opens doors to job opportunities and industry networks. One student praised the module, stating, “The constant encouragement to pursue our aims, plus the interaction with Dice’s data scientists, gave this module a real purpose.”
Feedback has been overwhelmingly positive, with students noting that the experience helped clarify their career directions and boosted their confidence. Hayeon shared, “One of the most impressive aspects was how seriously Dice FM engaged with our presentations, offering thoughtful feedback and genuine interest. I also gained insight into how much in-depth data research is conducted internally to support ticket sales. Most notably, I was inspired by their willingness to take on new challenges while consistently prioritising ethical considerations—something I believe is essential in data-driven work.”
This module reflects University of Westminster’s wider commitment to embedding employability and collaboration into creative education like music. It’s about preparing students not just to join the industry—but to also continue to innovate and lead within the sector.
About University of Westminster
As one of the most diverse universities in the UK, we are a global university with London energy, with more than 19,000 students from 169 countries. To find out more about our Music courses, visit our website.
