Data and Culture- How the Culture Industries are Leading us to a Man and Machine Future

DATA AND CULTUREAMA – ANALYTICS WITH PURPOSE

SAN DIEGO, MARCH 4TH, 2014

Thursday, March 6, 14

BSSP CREATES CULTURAL ICONS AND KEEPS THEM COOL

Priceline’s Negotiator MINI

SOMETIMES WE MAKE DATA THE HERO: MINI’S CARFUN FOOTPRINT

Fused enviromental data with car statisfaction to generate a CARFUN score

DATA AND CULTURE

Focus on cultural industries—music, film, television, publishing/news.

Answer these questions:

1. How is big data influencing the culture we experience?

2. How is big data helping to shape the ways we experience culture?

3. Where is all this heading? What lessons can be learned? Potential roadblocks?

AN EVOLVING CULTURAL ECOSYSTEM

LOOKING BACKWARDS WITH BIG DATA: THE 60S CHANGED EVERYTHING

Source: Google

BIG DATA SHOWS THAT IN BOOKS, THE INTERNET ISN’T YET BIGGER THAN TV OR RADIO

Source: Google Books Ngram Viewer

WHERE WE’VE BEEN AND WHAT’S CHANGED

WE USED TO BE PROGRAMMED AND CONTROLLED

THAT CHANGED WHEN CULTURE BECAME CODE

THE WALL CAME DOWN

CONTENT BROKE FREE-AND EVERYONE STOLE

SOCIAL IS CHANGING THE CULTURAL EXPERIENCE

Source: Secondsync analysis of Facebook activity, 2013

The social conversation has a different cadence depending on show type

TWERKING: A TV-DRIVEN SOCIAL CONVERSATION

Source: Google Trends

NEW CHANNELS = NEW AVENUES FOR CULTURAL TALENT

Lorde: One year from SoundCloud upload to two Grammys.

CODE EVOLVES THE CULTURAL EXPERIENCE

StaticDailyHighly edited The news of the world

THE DAILY NEWSPAPER

CODE EVOLVES THE CULTURAL EXPERIENCE

StaticDailyHighly edited The news of the world

DynamicReal-timePersonalizedThe news of the world and your world

THE DAILY NEWSPAPER FACEBOOK’S PAPER APP

BIG DATA AND CULTURE CREATION

THE PERCEPTION: THE “CRAZY ONES” CREATE CULTURE

Picasso with Bardot

“God is really an artist, like me. I am God”

CREATORS FEEL CREATIVITY IS COMPROMISED BY THE SYSTEM

“Hollywood is very different today compared with 1969. It's very doubtful a film like this would get made now, because the _______- excuse me, the "gatekeepers", the people who OK which films get made - will come up with some marketing survey and say they don't believe audiences will go see a film like this.”Spike Lee talking about his favorite film- Midnight Cowboy-in 2004

RED FLAG: BIG DATA TELLS CREATIVES HOW TO DO THEIR JOB

“In order to really resonate with readers, instead of saying 'she was really really sad,' it might be better to describe her physical state, to give a literal description. You are speaking more like a journalist would.”

—Yejin Choi, Stony Brook University, January 2014 (analysis of 45,000 books)

THE “CRAZY ONES” WON’T LISTEN TO BLACK BOXES

“HOW TOS” DON’T MAKE YOU A GREAT WRITER

Experience Creators Lone GeniusPicasso

TODAY’S REALITY: THERE’S MORE THAN A SOLE CREATOR

UI/UX Developers

Art/Books TV/Film/Music Digital

TeamsWritersDirectorsArtistsProducers

Editors/SelectorsBuyers/Show Decision Makers

DATA SHOWS BUZZFEED WRITERS THIS MORNING’S ZEITGEIST

BUZZFEED’S STORIES GO INTO A LAB FOR 1 HOUR- WORK, OPTIMIZE OR DIE

NEW CREATORS/HYBRIDS ARRIVE

Experience Creators Lone GeniusPicasso UI/UX Developers

NEXT GEN CREATIVES ARE INSPIRED BY DATA

Arcade Fire – “Reflektor” Experience- Created by Aaron KoblinAaron's work uses real-world and community generated data to reflect on cultural trends and the changing relationship between humans and the systems they create.

A GRADUATE INTERN CREATED THE NYT’S MOST POPULAR STORY OF 2013

Source: The New York Times

It wasn’t a storyIt was a personalized interactive dialect locatorWhere does your dialect come from?

ZIMMERMAN KNOWS WHAT WILL MAKE US HAPPY, IN AWE, ANXIOUS OR ANGRY- NOW

Neetzan Zimmerman – Formerly of Gawker

“Usually within a few seconds of seeing an item, Mr. Zimmerman can sense whether it's destined to become a viral story. His secret, he says, is a deep connection to his audience's evolving, irreducibly human, primal sensibilities.”

— Wall Street Journal, December 1st, 2013

Experience Creators Lone GeniusPicasso

BIG DATA CAN BE A FORCE FOR GOOD FOR “GATEKEEPERS”

UI/UX Developers

JACK SPARROW IS A $$$ GENERATING MACHINE

The “Pirates” franchise has generated $3B in global box office to date.

DISNEY WANTED HIM KILLED

“Upper-echelon Disney-ites [were] going, ‘What’s wrong with him? Is he, you know, like some kind of weird simpleton? Is he drunk? By the way, is he gay?’”

—Johnny Depp, interviewed by Patti Smith for Vanity Fair

BANDS LIKE BRANDS: NEW SOCIAL METRICS FOR SUCCESS

Source: Next Big Sound

AN UNDISCOVERED RAPPER LURKS DEEP IN TWITTER’S DATA

“The depth and immediacy of Twitter’s data could reveal flickers that might otherwise go undetected. Imagine, for instance, a music executive getting an early lead on a hot new rapper by tracking the most influential Twitter users in the rapper’s local scene.”

—The New York Times on Twitter’s deal with Lyor Cohen’s 300, February 2nd, 2014

SOCIAL DATA TOLD BILLY BRAGG HE HAD FANS IN EASTERN EUROPE

It took Billy Bragg 30 years to go East.

DATA HELPS YOU FIND YOUR NEXT SHOW

“Through our algorithms, we can determine who might be interested in Kevin Spacey or political drama and say to them ‘You might want to watch this.’ We can look at consumer data and see what the appeal is for the director, for the stars, and for similar dramas.” Jonathan Freedland-Netflix

BIG DATA AND HOW CULTURE IS EXPERIENCED

QWEST SAW 2014 IN 1999- INFINITE CONTENT

http://www.youtube.com/watch?v=UZ9qcp6Lcno

IN THIS INFINITE WORLD, JUST YOU AND A SEARCH ENGINE = ARGH!

When we solved the problemIt was so bigStealing went away

BIG DATA IS INFORMS YOUR NEXT-GEN SHERPAS

EXPERIENCE CREATORS MAKE SHERPAS BETTER

NEXT-GEN SHERPAS HAVE TO MAKE YOU HAPPY

NEW BUSINESS MODELS DEMAND HAPPINESS

HAPPINESS IS A NUMBER- SUBSCRIBERS LEAVE IF THEY DON’T WATCH 15 HOURS/MONTH

HAPPINESS DEPENDS ON HOW WELL YOU KNOW ME

EMOTIONAL SENSITIVITY ISN’T A CORE COMPUTING TRAIT

Justin van Genderen

WHAT DOES IT TAKE TO GET TO “HAPPY”?

REQUIREMENT NO. 1:

DEEP KNOWLEDGE OF YOUR CONTENT

MUSIC: WHAT IT TAKES

“Once, all you needed to succeed in the music business were a pair of golden ears and some hustle. Now, it also takes mountains of data.”NYT- March-6th-2014

MUSIC: MAPPING THE LANDSCAPE- A SLICE OF 700 GENRES

Source: The Echo Nest

MUSIC: CRACKING THE GENOME

Pandora’s musicology experts analyzed over 1 million songs according to 450 attributes.

MUSIC: THE ABILITY TO DECONSTRUCT THE CODE

MOVIE/TV: NETFLIX’S HAS 76,897 GENRES FOR A REASON-TO HELP FIND YOUR NEXT MOVIE

Source: Alexis Madrigal- The Atlantic

MOVIE/TV: DEEP KNOWLEDGE DEMANDS A HUMAN/MACHINE PARTNERSHIP

“The adjective ‘feel good’ gets attached to movies that have a certain set of features, most importantly a happy ending. It's not a direct tag that people attach so much as a computed movie category based on an underlying set of tags.”

—Alexis Madrigal, The Atlantic

HUMANS AND MACHINES WORK TOGETHER TO MAKE FACEBOOK’S PAPER

Your friends’ stories from an algorithm, and new stories from editors.

REQUIREMENT NO. 2: BEHAVIORAL UNDERSTANDING

YOU CAN MAKE A BETTER PLAYLIST/RADIO STATION WITH BASIC BIG DATA INSIGHT

MUSIC: PANDORA’S BIG DATA LAYERS DRIVE YOUR NEXT SONG SELECTION

NETFLIX: LOTS OF BIG BEHAVIORAL DATA- NO LONGER ABOUT STAR RATINGS

“Netflix looks at 30 million ‘plays’ a day, including when you pause, rewind and fast-forward, 4 million ratings by Netflix subscribers, 3 million searches as well as the time of day when shows are watched and on what devices.”

—New York Times, February 24th, 2013

Reed Hastings thoughts the star recommendation system was the key data point. He spent two weeks of vactation on trying to prove his case. He lost to his data team- who believed the “Play Data” was more important.

BEATS MUSIC WONDERS IF HUMANITY IS MISSING

http://www.youtube.com/watch?v=D0_kzPhP4HI

HOW THE CULTURE INDUSTRIES ARE LEADING US TO A MAN AND MACHINE FUTURE

SAN DIEGO, MARCH 4TH, 2014

POTENTIAL FUTURES

SCENARIO NO 1: HUMANS ARE BEST: THEY CURATE THE CONTENT

SCENARIO NO 2: PLAY: DATA MAKES CULTURE MORE INTERACTIVE

Paul Lemare-The Echo Nest http://www.youtube.com/watch?v=GJQ1K1dnU2A

SCENARIO NO3: MACHINES RULE: AN ALL SEEING ALL KNOWING OS

A REAL GOAL: NETFLIX WANTS TO READ YOUR MIND

“Why not just show one tremendous gorgeous image of one title because we've read your mind and know what it's going to be?"

Todd Yellin-Netflix

FINAL THOUGHTS

WE CAN’T LIVE WITHOUT EACH OTHER

HUMANSPatterns, soul, serendipity

Can’t forget to ask why

MACHINESPower, speed

ZYNGA: THE POSTER CHILD FOR OVER-RELIANCE ON BIG DATA

TextAll data. zero imagination

DON’T FORGET TO ASK WHY? WHAT DO PEOPLE WANT?

Curators

Blank Canvas

NEXT GENERATION CREATIVES WILL CREATE NEW CULTURE AND NEW WAYS TO EXPERIENCE IT

BETTER DATA: EVEN MORE CUSTOMER INSIGHT AND MORE GENOMES

Pinterest will have a visual genome

Brand genomes will transform the e-commerceexperience

Facebook will know whatyou are going to buy

Pandora will know your mood and situation

WE ARE EVOLVING THROUGH LEARNING, BUT IT’S VERY EARLY DAYS

INDIRECT AND DIRECT INSIGHT AND INSPIRATION FROM:

• Ky Harlin, BuzzFeed• Alexis Madrigal• The Echo Nest• Next Big Sound • Spike Jonze

THANK YOU @COTTON | BSSP.COM | INFLUXINSIGHTS.COM

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