The culture industries are on a mission to understand us better. They want to make us happy by delivering us the right content at the right time. To do this they are at the forrefront of using the comination of people and machines that intimately know the content and us.
Codes and Conventions of Film Magazine Covers.pptx
Data and Culture- How the Culture Industries are Leading us to a Man and Machine Future
1. DATA AND CULTURE
AMA – ANALYTICS WITH PURPOSE
SAN DIEGO, MARCH 4TH, 2014
Thursday, March 6, 14
2. BSSP CREATES CULTURAL ICONS AND KEEPS THEM COOL
Priceline’s Negotiator
MINI
2
Thursday, March 6, 14
3. SOMETIMES WE MAKE DATA THE HERO: MINI’S CARFUN FOOTPRINT
Fused enviromental data with car statisfaction to generate a CARFUN score
3
Thursday, March 6, 14
4. 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?
4
Thursday, March 6, 14
13. SOCIAL IS CHANGING THE CULTURAL EXPERIENCE
The social conversation has a different cadence depending on show type
Source: Secondsync analysis of Facebook activity, 2013
13
Thursday, March 6, 14
14. TWERKING: A TV-DRIVEN SOCIAL CONVERSATION
Source: Google Trends
14
Thursday, March 6, 14
15. NEW CHANNELS = NEW AVENUES FOR CULTURAL TALENT
Lorde: One year from
SoundCloud upload to
two Grammys.
15
Thursday, March 6, 14
16. CODE EVOLVES THE CULTURAL EXPERIENCE
THE DAILY NEWSPAPER
Static
Daily
Highly edited
The news of the world
16
Thursday, March 6, 14
17. CODE EVOLVES THE CULTURAL EXPERIENCE
THE DAILY NEWSPAPER
FACEBOOK’S PAPER APP
Static
Daily
Highly edited
The news of the world
Dynamic
Real-time
Personalized
The news of the world and your world
17
Thursday, March 6, 14
18. BIG DATA AND CULTURE
CREATION
Thursday, March 6, 14
19. THE PERCEPTION: THE “CRAZY ONES” CREATE CULTURE
“God is really an artist,
like me. I am God”
Picasso with Bardot
19
Thursday, March 6, 14
20. 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
20
Thursday, March 6, 14
21. 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)
21
Thursday, March 6, 14
22. THE “CRAZY ONES” WON’T LISTEN TO BLACK BOXES
22
Thursday, March 6, 14
23. “HOW TOS” DON’T MAKE YOU A GREAT WRITER
23
Thursday, March 6, 14
24. TODAY’S REALITY: THERE’S MORE THAN A SOLE CREATOR
Lone Genius
Picasso
Art/Books
Teams
Writers
Directors
Artists
Producers
Editors/Selectors
Buyers/Show
Decision Makers
TV/Film/Music
Experience Creators
UI/UX
Developers
Digital
24
Thursday, March 6, 14
25. DATA SHOWS BUZZFEED WRITERS THIS MORNING’S ZEITGEIST
25
Thursday, March 6, 14
26. BUZZFEED’S STORIES GO INTO A LAB FOR 1 HOUR- WORK, OPTIMIZE OR DIE
26
Thursday, March 6, 14
27. NEW CREATORS/HYBRIDS ARRIVE
Lone Genius
Picasso
Art/Books
Teams
Writers
Directors
Artists
Producers
Editors/Selectors
Buyers/Show
Decision Makers
TV/Film/Music
Experience Creators
UI/UX
Developers
Digital
27
Thursday, March 6, 14
28. NEXT GEN CREATIVES ARE INSPIRED BY DATA
Arcade Fire – “Reflektor” Experience- Created by Aaron Koblin
Aaron'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.
28
Thursday, March 6, 14
29. A GRADUATE INTERN CREATED THE NYT’S MOST POPULAR STORY OF 2013
It wasn’t a story
It was a personalized
interactive dialect locator
Where does your dialect come
from?
Source: The New York Times
29
Thursday, March 6, 14
30. ZIMMERMAN KNOWS WHAT WILL MAKE US HAPPY, IN AWE, ANXIOUS OR
ANGRY- NOW
“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
Neetzan Zimmerman – Formerly of Gawker
30
Thursday, March 6, 14
31. BIG DATA CAN BE A FORCE FOR GOOD FOR “GATEKEEPERS”
Lone Genius
Picasso
Art/Books
Teams
Writers
Directors
Artists
Producers
Editors/Selectors
Buyers/Show
Decision Makers
TV/Film/Music
Experience Creators
UI/UX
Developers
Digital
31
Thursday, March 6, 14
32. JACK SPARROW IS A $$$ GENERATING MACHINE
The “Pirates” franchise
has generated $3B in
global box office to date.
32
Thursday, March 6, 14
33. 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
33
Thursday, March 6, 14
34. BANDS LIKE BRANDS: NEW SOCIAL METRICS FOR SUCCESS
Source: Next Big Sound
34
Thursday, March 6, 14
35. 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
35
Thursday, March 6, 14
36. SOCIAL DATA TOLD BILLY BRAGG HE HAD FANS IN EASTERN EUROPE
It took Billy Bragg 30 years
to go East.
36
Thursday, March 6, 14
37. 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
37
Thursday, March 6, 14
38. BIG DATA AND HOW
CULTURE IS EXPERIENCED
Thursday, March 6, 14
39. QWEST SAW 2014 IN 1999- INFINITE CONTENT
http://www.youtube.com/watch?v=UZ9qcp6Lcno
39
Thursday, March 6, 14
40. IN THIS INFINITE WORLD, JUST YOU AND A SEARCH ENGINE = ARGH!
When we solved the problem
It was so big
Stealing went away
40
Thursday, March 6, 14
41. BIG DATA IS INFORMS YOUR NEXT-GEN SHERPAS
41
Thursday, March 6, 14
42. EXPERIENCE CREATORS MAKE SHERPAS BETTER
Lone Genius
Picasso
Art/Books
Teams
Writers
Directors
Artists
Producers
Editors/Selectors
Buyers/Show
Decision Makers
TV/Film/Music
Experience Creators
UI/UX
Developers
Digital
42
Thursday, March 6, 14
50. 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
50
Thursday, March 6, 14
51. MUSIC: MAPPING THE LANDSCAPE- A SLICE OF 700 GENRES
Source: The Echo Nest
51
Thursday, March 6, 14
52. MUSIC: CRACKING THE GENOME
Pandora’s musicology experts analyzed over 1 million songs according to 450 attributes.
52
Thursday, March 6, 14
53. MUSIC: THE ABILITY TO DECONSTRUCT THE CODE
Source: The Echo Nest
53
Thursday, March 6, 14
54. MOVIE/TV: NETFLIX’S HAS 76,897 GENRES FOR A REASONTO HELP FIND YOUR NEXT MOVIE
Source: Alexis Madrigal- The Atlantic
54
Thursday, March 6, 14
55. 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
55
Thursday, March 6, 14
56. HUMANS AND MACHINES WORK TOGETHER TO MAKE FACEBOOK’S PAPER
Your friends’ stories from
an algorithm, and new
stories from editors.
56
Thursday, March 6, 14
58. YOU CAN MAKE A BETTER PLAYLIST/RADIO STATION WITH BASIC BIG DATA
INSIGHT
Source: The Echo Nest
58
Thursday, March 6, 14
59. MUSIC: PANDORA’S BIG DATA LAYERS DRIVE YOUR NEXT SONG SELECTION
59
Thursday, March 6, 14
60. 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.
60
Thursday, March 6, 14
61. BEATS MUSIC WONDERS IF HUMANITY IS MISSING
http://www.youtube.com/watch?v=D0_kzPhP4HI
61
Thursday, March 6, 14
62. HOW THE CULTURE INDUSTRIES ARE LEADING US TO A
MAN AND MACHINE FUTURE
SAN DIEGO, MARCH 4TH, 2014
Thursday, March 6, 14
64. SCENARIO NO 1: HUMANS ARE BEST: THEY CURATE THE CONTENT
64
Thursday, March 6, 14
65. SCENARIO NO 2: PLAY: DATA MAKES CULTURE MORE INTERACTIVE
Paul Lemare-The Echo Nest
http://www.youtube.com/watch?v=GJQ1K1dnU2A
65
Thursday, March 6, 14
67. 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
67
Thursday, March 6, 14
69. WE CAN’T LIVE WITHOUT EACH OTHER
HUMANS
Patterns, soul, serendipity
Can’t forget to ask why
MACHINES
Power, speed
69
Thursday, March 6, 14
70. ZYNGA: THE POSTER CHILD FOR OVER-RELIANCE ON BIG DATA
Text
All data. zero imagination
70
Thursday, March 6, 14
71. DON’T FORGET TO ASK WHY? WHAT DO PEOPLE WANT?
or
Curators
Blank Canvas
71
Thursday, March 6, 14
72. NEXT GENERATION CREATIVES WILL CREATE NEW CULTURE AND NEW WAYS
TO EXPERIENCE IT
Lone Genius
Picasso
Art/Books
Teams
Writers
Directors
Artists
Producers
Editors/Selectors
Buyers/Show
Decision Makers
TV/Film/Music
Experience Creators
UI/UX
Developers
Digital
72
Thursday, March 6, 14
73. BETTER DATA: EVEN MORE CUSTOMER INSIGHT AND MORE GENOMES
Brand genomes will
transform the e-commerce
experience
Facebook will know what
you are going to buy
Pinterest will have a visual genome
Pandora will know your
mood
and situation
73
Thursday, March 6, 14
74. WE ARE EVOLVING THROUGH LEARNING, BUT IT’S VERY EARLY DAYS
74
Thursday, March 6, 14
75. INDIRECT AND DIRECT INSIGHT AND INSPIRATION FROM:
•
Ky Harlin, BuzzFeed
•
Alexis Madrigal
•
The Echo Nest
•
Next Big Sound
•
Spike Jonze
75
Thursday, March 6, 14