If you have been to any media conference or read any trade magazine over the past several years, you would know that ‘big data’ was going to be the answer to all of the woes of the music industry.

The idea was simple: utilizing the collection of large amounts of data and profiling those generating that data (citizens) could inform you how to extract more value from your customers.

Essentially, big data was a solution pitched and sold to the music industry as a panacea to fan engagement problems….While big data seems very attractive, using personal data and profiling fans may in fact turn out to be, like oil and plastics, already outdated and toxic.

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