Metrics: Embracing the Numbers (but not letting them dictate)
- Monika Ryan
- Jul 15
- 2 min read
So much of being an artist today means navigating the business side of creativity—a world that’s constantly evolving beneath our feet. When I earned my BFA from The New School for Jazz and Contemporary Music in 1997, the music industry looked nothing like it does now. The internet was still in its infancy; I bought my first computer after graduating. Streaming didn’t exist, and we were preparing for an industry that would all but disappear by the turn of the millennium. It reminds me of today’s conversations around AI: technology reshaping our landscape faster than we can anticipate.
It took me years to recognize the real power of metrics in understanding how things are truly going. Numbers reveal the story behind the art—where we are, where we might be headed, and when it’s time to change direction. Yet most artists aren’t taught to look to data for feedback; we’re trained to judge our work in binaries like good or bad, well-made or poorly made. But that misses a much bigger story.
In this week’s blog, I’m sharing some of my own project metrics, how I interpret them, and how they’ve become a tool for creative growth.
Metrics are like music theory: the sooner you embrace the math, the more fluid and empowered your relationship to your work becomes. Numbers shouldn’t govern every move, but they tell a story and provide structure. For me, the most important numbers are my financial and timing budgets, because I self-fund and value not only my money but everyone’s time. All the other stats? They’re interesting, but they don’t make my decisions.
Just the Facts (Spotify, as of this morning):
All three albums cost about the same to make. Writing and recording? That was the easy (and fun) part.
I did the artwork and styling for all three.
I wrote every song (with just one collab on ALIVE and SWEETNESS).
Playfully: mixed & mastered myself, most vocals recorded at home.
ALIVE & SWEETNESS: co-producers, mixing & mastering by industry pros, also most vocals were recorded at home.
All albums had EXCELLENT (and real) Musicians playing my music.
Promotion
PLAYFULLY: Promotion cost: MORE than it cost to make.
ALIVE: Promotion cost: LESS than it cost to make.
SWEETNESS: Promotion cost: Almost no promo budget.
The Growth Story
All three continue to find new audiences. But here’s the headline:
SWEETNESS is currently growing 40% faster than Playfully.
If SWEETNESS keeps this up (and the rate is actually accelerating), in the same amount of time (just under two years) it’s projected to hit 864,000 streams on Spotify.
*Which shows IMPROVEMENT. The magic metric. It is unwise to strive for perfection, which is not attainable, while it is always wise to strive for improvement, which is wholly probable with consistent effort.
What’s the Bottom Line?
The music business is funky and unpredictable, AND there’s nothing more empowering than knowing the facts when you’re trying to improve. This is a story of growth, which is a story of SUCCESS!
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