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

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Priceline’s Negotiator MINI


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

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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?

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AN EVOLVING CULTURAL ECOSYSTEM


LOOKING BACKWARDS WITH BIG DATA: THE 60S CHANGED EVERYTHING

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Source: Google


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

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Source: Google Books Ngram Viewer


WHERE WE’VE BEEN AND WHAT’S CHANGED


WE USED TO BE PROGRAMMED AND CONTROLLED

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THAT CHANGED WHEN CULTURE BECAME CODE

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THE WALL CAME DOWN

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CONTENT BROKE FREE-AND EVERYONE STOLE

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SOCIAL IS CHANGING THE CULTURAL EXPERIENCE

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Source: Secondsync analysis of Facebook activity, 2013

The social conversation has a different cadence depending on show type


TWERKING: A TV-DRIVEN SOCIAL CONVERSATION

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Source: Google Trends


NEW CHANNELS = NEW AVENUES FOR CULTURAL TALENT

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Lorde: One year from SoundCloud upload to two Grammys.


CODE EVOLVES THE CULTURAL EXPERIENCE

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StaticDailyHighly edited The news of the world

THE DAILY NEWSPAPER


CODE EVOLVES THE CULTURAL EXPERIENCE

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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

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Picasso with Bardot

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


CREATORS FEEL CREATIVITY IS COMPROMISED BY THE SYSTEM

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“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)

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

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

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Experience Creators Lone GeniusPicasso

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

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UI/UX Developers

Art/Books TV/Film/Music Digital

TeamsWritersDirectorsArtistsProducers

Editors/SelectorsBuyers/Show Decision Makers


DATA SHOWS BUZZFEED WRITERS THIS MORNING’S ZEITGEIST

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

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NEW CREATORS/HYBRIDS ARRIVE

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Experience Creators Lone GeniusPicasso UI/UX Developers





NEXT GEN CREATIVES ARE INSPIRED BY DATA

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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

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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

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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”

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UI/UX Developers





JACK SPARROW IS A $$$ GENERATING MACHINE

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


DISNEY WANTED HIM KILLED

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“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

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Source: Next Big Sound


AN UNDISCOVERED RAPPER LURKS DEEP IN TWITTER’S DATA

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“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

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It took Billy Bragg 30 years to go East.


DATA HELPS YOU FIND YOUR NEXT SHOW

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“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

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




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

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When we solved the problemIt was so bigStealing went away


BIG DATA IS INFORMS YOUR NEXT-GEN SHERPAS

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EXPERIENCE CREATORS MAKE SHERPAS BETTER

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NEXT-GEN SHERPAS HAVE TO MAKE YOU HAPPY


NEW BUSINESS MODELS DEMAND HAPPINESS

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

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HAPPINESS DEPENDS ON HOW WELL YOU KNOW ME

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EMOTIONAL SENSITIVITY ISN’T A CORE COMPUTING TRAIT

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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

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MUSIC: MAPPING THE LANDSCAPE- A SLICE OF 700 GENRES

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Source: The Echo Nest


MUSIC: CRACKING THE GENOME

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

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MUSIC: THE ABILITY TO DECONSTRUCT THE CODE

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

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Source: Alexis Madrigal- The Atlantic


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

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“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

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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

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

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

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“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

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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

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SCENARIO NO 2: PLAY: DATA MAKES CULTURE MORE INTERACTIVE

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


http://www.youtube.com/watch?v=GJQ1K1dnU2A

http://www.youtube.com/watch?v=GJQ1K1dnU2A

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

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.


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?"

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Todd Yellin-Netflix


FINAL THOUGHTS


WE CAN’T LIVE WITHOUT EACH OTHER

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HUMANSPatterns, soul, serendipity

Can’t forget to ask why

MACHINESPower, speed


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

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TextAll data. zero imagination


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

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Curators

or

Blank Canvas


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

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BETTER DATA: EVEN MORE CUSTOMER INSIGHT AND MORE GENOMES

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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

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INDIRECT AND DIRECT INSIGHT AND INSPIRATION FROM:

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

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


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