Beyond the Stage: Transforming Fandom and Partnerships with Data

{
  "id": "PP1162986",
  "track": "Music",
  "focus_area": null,
  "category": "Panel",
  "event_id": "PP1162986",
  "event_type": "panel",
  "format": "Panel",
  "genre": null,
  "subgenre": null,
  "name": "Beyond the Stage: Transforming Fandom and Partnerships with Data",
  "presented_by": "Deloitte",
  "publish_at": "2026-03-03T12:10:00.000-06:00",
  "reservable": true,
  "reservable_id": "PP1162986",
  "reserved": false,
  "date": "2026-03-17",
  "end_time": "2026-03-17T11:00:00.000-05:00",
  "start_time": "2026-03-17T10:00:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Music Badge",
      "type": "music"
    },
    {
      "name": "Platinum Badge",
      "type": "platinum"
    }
  ],
  "contributors": [
    {
      "id": 98289,
      "company": "Universal Music Group",
      "credential_types": [
        "music"
      ],
      "entity_id": 2262524,
      "name": "Matthew Forster",
      "speaker_types": [
        "Speaker"
      ],
      "title": "VP of Strategy and Insights at Universal Music Group",
      "image": {
        "alt_text": "Matthew Forster",
        "credit": null,
        "url": "https://images.sxsw.com/rGMxUL-1TCRZ7mIz93eMK_bBEEE=/0x0:398x398/600x600/images.sxsw.com/48/53903ba9-dfac-47ad-9d00-47ce81c6e0fb/pcid-743958"
      },
      "speaker_type": "Speaker",
      "details": "As VP of Strategy and Insights at Universal Music Group, Matt sits in the space between artist world building, brand strategy, and marketing. He helps artists to think strategically about where brands can fit into their worlds, tracks the development and evolution of subcultures, and works with brands to build long-term roles for themselves in music culture, covering everything from artist partnerships to creative activations, original content and IP. Matt also serves as an adjunct professor at NYU, where he lectures on the way platforms shape our relationship to music.\r\r",
      "links": {},
      "type": "person"
    },
    {
      "id": 93562,
      "company": "Red Light Management",
      "credential_types": [
        "music"
      ],
      "entity_id": 2256366,
      "name": "Chad Meholic",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Director of Audience Development & Growth",
      "image": {
        "alt_text": "Chad Meholic",
        "credit": null,
        "url": "https://images.sxsw.com/ZdBE8i3QVZb_AmhILS_vkEi9QjI=/0x0:400x400/600x600/images.sxsw.com/48/a342498d-a2a5-4ef1-9168-3c6a7df85fcf/pcid-1642853"
      },
      "speaker_type": "Speaker",
      "details": "Leads overall strategy and day-to-day execution across all digital touchpoints including social calendar creation, community management and growth for 20+ music artists. Represents each artist on social media by creating and posting daily content on all platforms to promote new music, touring and carry out all sponsorship needs. Possesses an extensive knowledge of the media and entertainment industry with additional work experience in production, talent relations and consumer marketing.",
      "links": {},
      "type": "person"
    },
    {
      "id": 92364,
      "company": "Deloitte",
      "credential_types": [
        "music"
      ],
      "entity_id": 2255090,
      "name": "Wenny Katzenstein",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Managing Director",
      "image": {
        "alt_text": "Wenny Katzenstein",
        "credit": "",
        "url": "https://images.sxsw.com/7inTndhA5lx6MpThxbnqysc9Ats=/18x0:342x324/600x600/images.sxsw.com/48/5fc64291-d31e-4d8c-9326-ca18557af2c1/pcid-1641521"
      },
      "speaker_type": "Speaker",
      "details": "I turn fan obsession into revenue by building innovation engines that launch winners fast and kill duds faster.  My daytime activity is leading Deloitte’s Fandom offering; in my off-hours, I'm on a life-long hunt for the best snacks.",
      "links": {},
      "type": "person"
    },
    {
      "id": 9935,
      "company": "SET/MAX (Music Audience Exchange)",
      "credential_types": [
        "music"
      ],
      "entity_id": 1943881,
      "name": "Jarred Goldner",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Director of SET",
      "image": {
        "alt_text": "Jarred Goldner",
        "credit": null,
        "url": "https://images.sxsw.com/XDHZIt50KOIv9gXis1Qwu0g8t5Y=/0x128:965x1093/600x600/images.sxsw.com/48/43b3afe8-73ab-4207-8d63-0d5280ed75d8/pcid-888079"
      },
      "speaker_type": "Speaker",
      "details": "Jarred Goldner is Director of SET, where he leads the development and adoption of artist-first technology to enhance fan engagement before, during, and after live shows. With a background in digital marketing and artist relations, Jarred has built and managed teams focused on empowering artists to own their fan relationships and drive new revenue streams. Notably, under his leadership SET’s tools powered over 10,000 live events in 2024 alone, helping artists, managers, and labels capture real-time fan insights and deepen connections. Passionate about innovation and community, Jarred is dedicated to helping artists break down barriers and build sustainable careers in today’s music landscape.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": null,
    "id": "V2406",
    "indoor_outdoor": null,
    "mixhalo_url": "https://translate.mixhalo.rocks/427?venue_id=427&partner=true",
    "name": "Capitol Ballroom FGH",
    "parent_id": "V2427",
    "parent_venue_name": "Downright Austin",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "710 E. 10th St.",
      "lat_lon": [
        30.2698058,
        -97.7343172
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Capitol Ballroom E"
    },
    "root": {
      "id": "V2427",
      "name": "Downright Austin",
      "mixhalo_url": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "The discussion will highlight how fan insights can enhance how artists and labels engage with their fans and open new opportunities for previously unconsidered partnerships based on fan feedback. This session will explore how live events can become powerful engines for fan data collection and engagement. Panelists will unpack live fan data for audiences captured by SET on four tour stops for country artist Parker McCollum. By combining this live data with Deloitte’s advanced analytics, the panel will discuss new partnership and revenue opportunities for both the artist and UMG, and how this enhances fan engagement.",
  "experience_level": "Intermediate",
  "audio_url": null,
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "after_midnight": null,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": null,
  "captioned_qa": false,
  "closed_captioned": true,
  "cpe_credit": false,
  "event_status": "none",
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "The discussion will highlight how fan insights can enhance how artists and labels engage with their fans and open new opportunities for previously unconsidered partnerships based on fan feedback. This session will explore how live events can become powerful engines for fan data collection and engagement. Panelists will unpack live fan data for audiences captured by SET on four tour stops for country artist Parker McCollum. By combining this live data with Deloitte’s advanced analytics, the panel will discuss new partnership and revenue opportunities for both the artist and UMG, and how this enhances fan engagement.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "BEYOND THE STAGE: TRANSFORMING FANDOM AND PARTNERSHIPS WITH DATA",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [
    {
      "id": 2576,
      "name": "Recently Added",
      "created_at": "2026-02-26T12:08:59.538-06:00",
      "updated_at": "2026-02-26T12:08:59.538-06:00",
      "sort": "RECENTLY ADDED",
      "alpha": "R"
    }
  ],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Music",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_events": [],
  "related_sales_client": null
}