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Friday
01Feb

Hit Song Science

hitsongscience.jpg 

In Previous Posts
Previously, I wrote about the demise of traditional record deals.  I also stated that investors would find great songs and offer Single-Song-Investment-Deals to artists.  I also told you that record labels need to consider a new model where data is more important than marketing, and that marketing and promotion as you understand it today will cease to be entirely useful.  What I did not demonstrate is a clear example of how this will happen.

In This Post
I will show you one of the methods that will be used to find hit songs, and the example will demonstrate why promotion will take a back seat to data.  This post will also describe a $100,000,000 business that will unfold over the next 24 to 36 months.  I will also offer advice to artists as they prepare for this future.

Advertisement & Disclaimer
I will work with any artist-friendly company on refining and applying this vision.  My goal is to never have a great song go unheard again.  Also, I have no connection to Hit Song Science.   Although I have tried their technology, my analysis of their business model is based upon speculation.

How Songs Will Be Found
With millions of songs in existence and with hundreds of thousands of songs created each year, it’s hard to envision how Song Investors will find the needles in the giant haystack.  Imagine putting all of the songs in the world into a huge funnel.  The first step is to funnel out the 80% that are potentially unpopular; thus leaving the decent songs to be further funneled and analyzed by computers and humans (hopefully).

Hit Song Science   
Companies like Hit Song Science (read article) already have the tools that could be used to funnel out the first 80%.  A song can be loaded into Hit Song Science’s computers and they can measure within acceptable accuracy limits if a song could be a hit.  Click here to learn how Hit Song Science does this.  

I tried out Hit Song Science and I am satisfied that this tool could be used as I describe below.  To save you the trouble of loading up a bunch of songs, all of Jediah’s Hit Song Science reports are at the bottom of this post.  You can download or listen to Jediah’s songs and read the reports to see if you think they are accurate.

Hit Song Science just raised $7,000,000.  Don’t judge the company by their old website.  

The $100,000,000 Business
“Let me see your Hit Song Science Reports.”  Imagine if every label, club, talent buyer, booking agent, ad agency, filmmaker, television show, manager, promotion company, music supervisor, publishing firm and fans wanted to see your Hit Song Science Reports prior to moving an inch!  $10 times 10,000,000 songs is a $100,000,000 business.  Within three years, the phrase “Let me see your Hit Song Science Reports” will be as common as “How many friends and plays do you have on MySpace?”.  

Acceptable Accuracy Limits
I mentioned the concept of “acceptable accuracy limits”.  It will not matter to many of the report readers listed above if technology like Hit Song Science is less than 100% accurate; here’s why: in every segment of the music industry margins are slim; any tool that can reduce overhead and increase odds will be rapidly embraced.  100% accurate or not, (numerous) tools like Hit Song Science are going to be part of the future.

The Problems I Envision
This is not an obstacle that can’t be overcome.  The biggest problem with systems like this is: when it comes to music, the past or even the near past, is not the best predictor of the future.  Systems like Hit Song Science use previous hits to predict the future.  The problem with using previous hits as a baseline is that they were funneled using the smallest funnel on earth.  Small committees or a single person within a record label picked the potential hits.  If all of the hits in the comparative database had been organically crowd-sourced over the past fifty years then this would not be an issue (for me at least).  However, since the prior hits were picked by experts and not by the masses, I am pretty sure they will have to adjust for trends and tastes that were missed and (over or under) exploited.

If you want to dig deeply into music recommendation and discovery subscribe to Paul Lamere's blog titled Duke Listens  I would also go to this post on Paul's blog, scroll to the bottom and download his excellent PowerPoint presentation.  I have come to beleive that Paul generally knows as much or more about this stuff as anyone working in the field; if only I could get him to invite me up to Sun Microsystems for a visit.

Other Systems & Companies
Hit Song Science seems like an interesting spin on what you already know as music recommendation systems.  Companies like Pandora, MyStrands, iLike, Last FM, Music IP, and others should be able to offer differentiated services that perhaps predict entirely different outcomes, as each of these companies is approaching the prediction and discovery business differently.  The bottom line is: you will not be able to hide from the data your songs generate.

Science Wins - Marketing Changes
Surely you can see how this type of system changes marketing and promotion.  Artists will hold up their scores like a restaurant boasts about a five star rating or a great review.  Moreover, there will be companies that feature, promote and pay for highly rated songs.  On the other hand, marketing will cease to be effective for artists that can’t score a hit report.  

Preparing For Hit Song Science
The best way for an artist to prepare for a world that runs on these types of systems is to ignore them.  Well, sort of.  If I had the option to spend time and money right now on promotion versus creating, I would pick creating.  Making great songs will pay bigger dividends than adding fans to your fan base.  Don’t get me wrong, fans are great, but you could spend the next 24 months building a fan base, or you could just pop out on a report and get picked up by a national radio group.  One effort may get you 10,000 fans, but the other effort will get you 1,000,000 fans.  
        
Final Note
When iTunes was born everyone thought it was great that the music distribution barrier had been broken.  Then everyone found out that there is this HUGE HUGE HUGE promotion barrier.  When companies like Hit Song Science go live with their new tools (hopefully I have accurately predicted what their product will be), 80% of the promotion barrier will be gone.  With a good report card you will be able to jump to the head of the line.

Jediah’s Songs (the band I backed) - their Hit Song Science Reports 
I will say that some of Jediah’s lowest rated songs are some of my favorites (such as Come Around and The Fears) and the fan-favorite (Butterfly) scored below eight other songs on their recent album; this was a big surprise.  However, I do see the validity of the analysis in the reports.  In addition, we could have used this data to alter the mix on several songs to improve our scores, and I may have used the data to push Don't Die or Flight instead of Butterfly.

To review Jediah's reports on a page with a song player click here (best option)

You can also quickly download all of Jediah's songs at Jamendo

If you are going to try Hit Song Science make sure your MP3s are encoded at the proper rate.  I believe Jediah would have scored higher if I had encoded the MP3s properly.



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Reader Comments (12)

A computer tells you just what you want him to say. Nature and physic still tell us how a song's spectrum has to be to result pleasant, music studies tell you what's the right chord sequence to generate a certain mood. What Hit Song Science do is to synthetize choices that smart producers and audio engineers used in past. But it isn't creative, it can be useful for the instant present, not for the future. Imagine a similar software done for paints in 1800. And imagine a young Picasso using it. Sorry for my bad english :]

February 3, 2008 | Unregistered CommenterNeZoomie

I do not like...having anything Artistic evaluated in a synthetic or scientific way...whether it is Music- Art-
Literature-Films-Business Ideas-etc.
Too many songs do not make it through "Taxi" & its
evaluations by music industry experts...Too many good performers do not make it through American Idol...Too
many Songs are thrown away in Music contests.
I like the "Dark Horse" that no one can predict!!!

February 3, 2008 | Unregistered CommenterUFO JIM

I can understand people's reservations and confusion.

NeZoomie -- the software DOES NOT create music, it only evaluates existing mp3s based on those algorithms.

"UFO JIM" -- this is about business, and business will gravitate towards anything that provides reliable metrics and valuable predictions. I think Bruce is definitely on to something, and Hit Song Science will continue to become an integral part of the changing face of the music biz.

I feel like I trust my own taste (and ears) more than any amount of hype or digital readouts, but I'm also used to the fact that I hear more and hear differently than a lot of people. HSS is a useful service and good equalizer, but I'm interested to see if anyone else is offering something similar. The only thing they need to fear is competition doing it better for less -- and it looks like a lot of the research behind these MIR engines is publicly available.

Bruce, this was a very succinct summation of a concept you've referenced before -- definitely useful and appreciated.

February 3, 2008 | Unregistered CommenterJustin Boland

I never said that hms does music, but it judges it. Well a software CAN'T predict what we'll like in the future. Quite simple.

February 4, 2008 | Unregistered CommenterNeZoomie

My advice to artists (and another point I strongly disagree with Bruce about): don't - whatever you do - concentrate on single-song sales!

The reason is simple: singles sell songs. What you want to do is sell the artist.

Compare: the number of successfuly charting singles with the number of long-life artists.

Does the phrase one-hit-wonder ring a bell?

The only way to build a performing career is to make potential fans aware of a large number of songs. That's how Led Zeppelin or Pink Floyd were able to build their careers without selling ANY singles.

February 4, 2008 | Unregistered CommenterKrzysztof Wiszniewski

Krzysztof - I have to program a function key to paste your name. Thanks for contributing to the conversation.

Something is getting lost in translation. I have to do a better job at communicating this... Yes, I knock albums, yes I stress singles, but I don't say to stop writing songs or making music. What I do think is that artists should consider running their own funnel (from the post above).

Take all your songs, put them into a funnel (metaphorically speaking), get fan feedback (as much as possible), get Hit Song Science feedback (if you are willing and if it's available) and then (due to limited resources), work with a producer to refine your best songs. Then (again), repeat the process until something strikes a chord with a huge swath of humanity.

As Keith Handy told me: if you want to make your music in album form, if that is the increments in which you think in, then great.. (I agree)

Then I may add - if you churn out albums without critical feedback and adjustments to what could have possibly been your best song (recorded three albums ago) - then you will have lost the opportunity to have that song spread virally on the Internet, as the song was only 67% of what it could have been and nobody is interested in sharing it!

When we are talking about the Internet, people fall in love with songs first and the artist second. Think about how many songs are purchased on iTunes or shared globally - and most of the people buying and sharing NEVER saw the band or visited the band's website.

Led Zeppelin and Pink Floyd wouldn't have gotten into a studio if their songs were not great. The problem today is - everyone has a "studio" and anyone can make a PILE of songs and put them on the Internet.

Also - What did you think of Hit Song Science?


February 4, 2008 | Registered CommenterBruce Warila

Thanks for the compliment, Bruce.

First off: I think HSS is a useful tool. I certainly plan to drop them some cash. I plan to drop some cash by We Are Listening as well. However, I think you have to be skeptical about it. Computers don't listen to music any more than they buy it. What I fear is - in the current trend of technocratic voodoo-thinking - that labels are going to start churning out material based purely on HSS ratings. All I'm saying is: don't read too much into it.

Second, I really don't think that either Zeppelin or Floyd got into the studio based on the quality of the songs they were to record. Pink Floyd certainly made most of their music IN the studio. The point I was endeavouring to make is that an artist becomes big as much by virtue of the quantity as the quality of his or her output. You said it yourself - most of the people buying or sharing music do it for single songs. There are two ways of approaching the issue: either you cater to this trend and concentrate on selling one song (which works great for a certain type of artist and always has in the singles market) or you attempt to build an identity as an artist - this means quantity. In other words: if you have a choice of spending the same money on great production of one song or good production of several - I say go with the latter.

(And never underestimate the power of the underground aesthetic... :) )

The problem may be that I base my comments on the general impression I get from reading a large number of your posts. They have given me much food for thought and I hope to profit by reading what you have to say. Kudos to you there. However, the general strategic advice you give often grates against my good business sense. It may be that I am simply a fossil... ;)

February 5, 2008 | Unregistered CommenterKrzysztof Wiszniewski

Your not a fossil. I started this blog to get push back from people just like you. This is one of the best ways to learn. How else could I debate with people around the world. I hope to "profit" from everyone's comments (good, bad or indifferent). Cheers!

February 5, 2008 | Registered CommenterBruce Warila

Discussing HSS with some friends last night, I started wondering: are the algorithms of HSS a self-fulfilling prophecy? Given how much radio formats have homogenized in the past decade, has that simplified the question of "What Sounds Like a Hit" to the point it's essentially an automated process?

I was talking with an intern at Sony who told me he was surprised to discover there's only 3 genres of music -- Heavy, Urban, and Adult. Bruce Springsteen, the Dixie Chicks and Radiohead all fit into the same overall genre, and it's all mixed and mastered the same. From dance-rock to death-metal, everything is mixed and mastered the same.

Wether a hit song is from Nashville or the Hit Factory in NYC, it's usually major-key, upbeat, drum-heavy and shares the same overall dynamics, breaks and structure.

I really wonder if HSS represents a death spiral of engineered Catchy. As the formats grow more and more constricted, as the genres become more and more alike, this could become a cycle that feeds itself into redundancy and oblivion.

I think what will keep HSS "honest" is the unpredictable singles -- the absurdly lush soundscapes of Gnarls Barkley's "Crazy" or the downright atonal drone of Mims and 50 Cent beats -- which get fed into the HSS database.

This is all based on speculation, though...I think I need to sit down with the data and the charts to test my intuition that the top 40 is a much less diverse body of work these days than it used to be.

February 15, 2008 | Unregistered CommenterJustin Boland

System dynamics / chaos theory ...Sensitive dependence on initial conditions... Good observation. They will most likely have to account for the death spiral of engineered Catchy" - if I get what you are saying... It seems like enabling some sort of weighting that enables tilting toward various curves would solve the problem. Letting the people (song buyers for example) that are requesting the Hit Song Science reports from artists adjust weights using a nice GUI would be the ideal scenario - I think? For example: Move slider to left to give me more Gnarls and less 50 Cent..

February 15, 2008 | Registered CommenterBruce Warila

I greatly dislike this whole idea - a music judging system that self-proclaims its the future...it reminds me of a completely unconstructive Garageband.com contest (Garageband I should state - which in comparisson is fantastic, as it is a contest whereby artists can gain feedback and positions in the site's charts). But to try and claim this is where the music industry is going is awful. What about artists who do not instantly come across as great to listeners (or curators) - but then would after a few more listens. This is the case with so many FM chart hits. This system doesn't take circumstances like this into account. Besides that, I think the advice you give to artists is narrow-minded, the greatest songs are built on sincerity - not gathering as much tear-it-apart information as possible to restructure a better formula for the song. I think the process your referring to creates songs that may have a catchy melody, but will be unlikely to make classics.

You seem to be under the impression that you are in a position to offer this kind of advice. But anyone offering advice to artists who are really knowledgeable enough to do so, would know that great music comes from a different source in each different individual. Sometimes outside advice is a part of that, sometimes not - it's not for you to so sternly dictate it has to be, here on your site.

Some of the best artists I have ever heard have extremely DIY sounding recordings, but that is intended as part of their image and musical persona. It's impossible to do justice to music as an art form by applying your particular system of analysis to it - great artists and songs are simply too diverse for this kind of system to really allow for.

And how about completely new experimental genres that fall outside of the conventional framework that this system was built around? This would clearly not be a site for truly new, inspiring music, doing very different things to what's gone before, rhythmically, melodically, tonally. If The Celestial Funnel were built, relied upon and used centuries ago, I doubt we would have half of the intriguing new genres of music we now have.

June 14, 2008 | Unregistered CommenterEmma B

Thank you Emma.

Your comment is well taken. I believe I could convince you that the Celestial Funnel would be liberating to artists and that it would not cause the problems you stated. However, for now, I just want say thanks for leaving the detailed comment. I will give it some thought and respond later..

-Bruce

June 14, 2008 | Registered CommenterBruce Warila

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