How Data Analysis Led Me to Play Drums at The Cavern Club in Liverpool
- Murillo Martins
- 9 de nov. de 2025
- 3 min de leitura
From 2015 to 2019, I had a unique experience exploring what life would be like living off my hobby and turning it into reality: MAKING A LIVING THROUGH MUSIC (specifically as a drummer).
With the help of many industry friends and applying years of learning from multinational corporations, I set a goal to fulfill my childhood dream: Playing at The Cavern Club
For those unfamiliar, The Cavern Club is a renowned music venue located in Liverpool, England. It gained worldwide recognition as the place where The Beatles started performing, shaping a significant part of their career in the 1960s. They performed at the club over 290 times between 1961 and 1963 before achieving international fame. The club also hosted other notable bands like The Rolling Stones, The Who, The Animals, Elton John, and more.
DATA COLLECTION & PROCESSING
During this period, I decided to create a database of my work and defined some important KPIs to drive the sales of my "product":
Total number of performances (shows, lessons, productions);
Total distance traveled (in kilometers);
Total number of visited cities;
Total number of visited countries;
Total number of broken drumsticks;
Total hours of lessons taught;
With these metrics, I established a tracking process using predictive analysis and hypothesis testing, reviewing goals quarterly.
Two years later, I secured a spot at The UK Drumshow in Manchester, England—an annual event dedicated to the world of drums and percussion.
BUSINESS INTELLIGENCE & DATA VISUALIZATION
After organizing and analyzing the data, I executed my PDCA (Plan-Do-Check-Act) cycle as follows:
Collaborating with Guilherme Hilário & Capsula Agency, we created a website with dashboards to commence commercial efforts, selling the "product" (in this case, "me as a drummer") to make contacts in cities and countries around Manchester, conveniently close to Liverpool.
I made contacts with bands performing at The Cavern Club presented my material, and offered my services while in Europe. I successfully closed deals with The Rockits, Ian Prowse, and La Doctrina, leading to more incredible experiences in Scotland, Denmark, Italy, Spain, and Germany.
To avoid arriving empty-handed at events/shows/meetings, I initiated a crowdfunding campaign to record a DVD featuring three songs from my bands, with a guest appearance by Angra's bassist and producer, Felipe Andreoli (thank you!). I produced a marketing kit (Folder, Pencard, and my bands' CDs) in limited quantities to distribute to exhibitor companies at the fair and all musicians and industry professionals I encountered during my journey.
The data presentation process was crucial to breathe life into my expertise as a musician and ensure success in closing all deals.
A big thank you to Guilherme Hilario & Capsula Agency for the incredible visual identity and website production, Lab.be production company Eric Fernando Zambonini de Oliveira & Bruno Ciro do Nascimento for impeccable and cinematic audiovisual production, Sensorial Lab studio Rafael Rosa & Francisco Piccolo for their incredible work in audio capture and overall structure, and Premium Ar Condicionado by my great friend Rafael Del Compare for being the top sponsor of this campaign.
FINAL THOUGHTS
We may not realize it, but we generate data every moment—when we wake up, go to work, eat lunch, drink coffee, and even during workouts.
The process of collecting, processing, and visualizing data is crucial for any sector and organization. Only then you can have a clear understanding of how your business has produced, how much it produces, and how much it can produce.
Comentários