Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing Data-Driven Country Music Strategy - Michael Farris, Country Music Association
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Sep 2, 2025 Michael Farris, Director of Business Strategy and Insights at the Country Music Association, shares his expertise in enhancing fan experiences through innovative ticketing strategies. He discusses the importance of data management in planning events, drawing parallels between the sports and country music industries. Farris highlights how AI is transforming ticketing and promoting diversity in audiences. He also emphasizes the vital role of social media in engaging both new and long-time fans, showcasing the evolving landscape of country music.
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Real-World PhD At Aspire Group
- Michael describes Aspire as his “real world PhD” where he worked across seven countries and 80+ projects.
- That early exposure taught him culture, sales, and applying research to action.
Make Research Drive Immediate Action
- Michael learned to make research actionable by embedding it into sales and workshops.
- Turning reports into three-hour workshops and action plans made the work repeatable and valuable.
CMA's Hybrid Industry Role
- CMA combines fan-facing events with trade association and foundation work across 7,000+ members.
- That hybrid role lets CMA both run massive events and uplift the music industry infrastructure.