Muara Sipahutar

Founder @nadascore — turning streaming data into next actions for SEA labels & artists. ex-YouTube Music partnerships. Jakarta.

[Muara Sipahutar @arassz]

7.5 years. Ratusan meetings. Satu pertanyaan yang nggak pernah terjawab:

"Jadi harusnya kita ngapain selanjutnya?"

Dashboards always there. Direction never.

I started building the answer.

[Muara Sipahutar @arassz]

Day 3.

14 signups. 43 artists live. 2 paying customers — the first one on day one, QRIS, artist plan.

Small numbers. But who showed up? Exactly who we built this for: artists without a Spotify page yet, managers co-tracking the same act together.

Honest update. Nothing more.

[Muara Sipahutar @arassz]

7/ Live now: https://t.co/NJaZGf69y2
Open for label and management partnerships. If you run a roster, DM me — I’ll show you what it does with your data, not a deck.

[Muara Sipahutar @arassz]

1/ Today I’m launching Nadascore.
Music intelligence for SEA labels, managers, and artists — but not another dashboard. It tells you what to do next, not just what happened.
Why that distinction is the whole product:

[Muara Sipahutar @arassz]

6/ Built for Southeast Asia first: local market context, regional benchmarks, workflows for how independent teams here actually operate.
7.5 years inside music partnerships across Indonesia & Malaysia went into this.

[Muara Sipahutar @arassz]

5/ It also works your catalog. Older songs showing quiet momentum get flagged before the moment passes — most rosters are sitting on at least one of these right now.

[Muara Sipahutar @arassz]

4/ Example: the first 72 hours of a release (the window I wrote about three days ago).
Nadascore watches retention, saves, and skip patterns live — and tells you which move the signal is asking for, while the window is still open.

[Muara Sipahutar @arassz]

3/ Nadascore is built as an action layer.
It reads your streaming signals and hands you the task: plain language, prioritized, with the reasoning attached.

[Muara Sipahutar @arassz]

2/ Every analytics tool in music has the same silent failure mode: people cancel because the data never becomes a decision.
Charts go up, charts go down, and Monday’s question is still “okay — so what do we do?”

[Muara Sipahutar @arassz]

5/ The data already exists. The missing piece is turning a signal into a decision in time.
I’ve spent months building what I think the answer looks like.
72 hours.

[Muara Sipahutar @arassz]

1/ Most releases are decided in their first 72 hours.
Most teams find out the following Monday.

[Muara Sipahutar @arassz]

4/ And the one that stings: most “failed” releases weren’t bad songs.
They were good songs whose signals nobody read while the window was still open.

[Muara Sipahutar @arassz]

3/ What separates tracks that break from tracks that stall (from hundreds of SEA release cycles):
— retention beats volume, every time
— the day-one fan push is calibration data, not marketing
— an hour-40 dip and an hour-60 dip are different problems

[Muara Sipahutar @arassz]

2/ When a track goes live, platforms run a quiet audition. Retention, saves, skips, early playlist behavior — the algorithm reads these and decides, in real time, how much reach your song gets.
Release day isn’t the finish line. It’s the exam.

[Muara Sipahutar @arassz]

The first 72 hours of a music release decide more than the next 3 months.

[Muara Sipahutar @arassz]

This week marks my 7th year at Google, and it’s a mix of emotions, but overwhelmingly I’m filled with gratitude. 😇

It’s been a privilege to contribute and, more importantly, to inspire others to reach their full potential.

#WorkAnniversary #CareerJourney #Gratitude

[Muara Sipahutar @arassz]

Do you remember when you joined X? I do! #MyXAnniversary

[Muara Sipahutar @arassz]

Calling for YouTube #creators who wants some training by the experts. https://t.co/0IF0ClAn51

[Muara Sipahutar @arassz]

Welcome home @Cristiano ! ⚽️
#CristianoIsBack #GGMU @ManUtd

[Muara Sipahutar @arassz]

Glad to share insights about YouTube #Shorts with Aya Ibrahim, one of the fastest creators to achieve significant traffic on his second channel focused on Shorts on this year @YouTube Creators Camp.