Over the past few years, the music business clawed its way back to profitability, finally surpassing revenue levels it had more than a decade ago, before the digital transformation overwhelmed old business models.

But though streaming music has driven much of that recovery, a stodgy industry has still been slow to use audience data in a deeper way, relying more on gut feel and old marketing approaches rather than hard numbers and new technology to optimize marketing and connecting to fans.

The possibilities unlocked by deep audience data are exactly why Raised In Space, the tech investor and incubator whose partners include music mega-manager Scooter Braun’s Ithaca Holdings, tabs its investment in data management platform Audigent as vital to the rest of its music-tech investment portfolio.