How can musicians benefit from extensive streaming data?

Bertelsmann, one of the world’s largest mass media companies, founded its music company BMG in 2008 to respond to music’s digital revolution. Streaming has opened up a whole new world of big data: who listens to something, when, for how long, what else they listen to and, to a limited extent, who they are. But how can BMG use this wealth of data to help those creating and performing the music, the songwriters and musicians?