What If You Discovered That You Liked Celine Dion? (How One Company Tried To Determine Buyers' Tastes And Preferences)

The article is called The Song Decoders and it was in the New York Times magazine a couple of weeks ago. It is about a company called Pandora. I think the intro gives you a good idea of what they do. It is below but the entire article is very interesting and raises the question of "can you scientifically predict someone's tastes for a given product?" In economics, we say that tastes and preferences affect demand but we usually don't talk much about them. That is what makes this article so important. Now the intro:

"On first listen, some things grab you for their off-kilter novelty. Like the story of a company that has hired a bunch of “musicologists,” who sit at computers and listen to songs, one at a time, rating them element by element, separating out what sometimes comes to hundreds of data points for a three-minute tune. The company, an Internet radio service called Pandora, is convinced that by pouring this information through a computer into an algorithm, it can guide you, the listener, to music that you like. The premise is that your favorite songs can be stripped to parts and reverse-engineered.

Some elements that these musicologists (who, really, are musicians with day jobs) codify are technical, like beats per minute, or the presence of parallel octaves or block chords. Someone taking apart Gnarls Barkley’s “Crazy” documents the prevalence of harmony, chordal patterning, swung 16ths and the like. But their analysis goes beyond such objectively observable metrics. To what extent, on a scale of 1 to 5, does melody dominate the composition of “Hey Jude”? How “joyful” are the lyrics? How much does the music reflect a gospel influence? And how “busy” is Stan Getz’s solo in his recording of “These Foolish Things”? How emotional? How “motion-inducing”? On the continuum of accessible to avant-garde, where does this particular Getz recording fall?

There are more questions for every voice, every instrument, every intrinsic element of the music. And there are always answers, specific numerical ones. It can take 20 minutes to amass the data for a single tune. This has been done for more than 700,000 songs, by 80,000 artists. “The Music Genome Project,” as this undertaking is called, is the back end of Pandora.

Pandora’s approach more or less ignores the crowd. It is indifferent to the possibility that any given piece of music in its system might become a hit. The idea is to figure out what you like, not what a market might like. More interesting, the idea is that the taste of your cool friends, your peers, the traditional music critics, big-label talent scouts and the latest influential music blog are all equally irrelevant. That’s all cultural information, not musical information. And theoretically at least, Pandora’s approach distances music-liking from the cultural information that generally attaches to it."