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

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.

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DATA AND CULTURE
AMA – ANALYTICS WITH PURPOSE
SAN DIEGO, MARCH 4TH, 2014

Thursday, March 6, 14
BSSP CREATES CULTURAL ICONS AND KEEPS THEM COOL

Priceline’s Negotiator

MINI

2

Thursday, March 6, 14
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
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
AN EVOLVING CULTURAL
ECOSYSTEM

Thursday, March 6, 14
LOOKING BACKWARDS WITH BIG DATA: THE 60S CHANGED EVERYTHING

Source: Google

6

Thursday, March 6, 14

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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
  • 6. LOOKING BACKWARDS WITH BIG DATA: THE 60S CHANGED EVERYTHING Source: Google 6 Thursday, March 6, 14
  • 7. BIG DATA SHOWS THAT IN BOOKS, THE INTERNET ISN’T YET BIGGER THAN TV OR RADIO Source: Google Books Ngram Viewer 7 Thursday, March 6, 14
  • 8. WHERE WE’VE BEEN AND WHAT’S CHANGED Thursday, March 6, 14
  • 9. WE USED TO BE PROGRAMMED AND CONTROLLED 9 Thursday, March 6, 14
  • 10. THAT CHANGED WHEN CULTURE BECAME CODE 10 Thursday, March 6, 14
  • 11. THE WALL CAME DOWN 11 Thursday, March 6, 14
  • 12. CONTENT BROKE FREE-AND EVERYONE STOLE 12 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
  • 43. NEXT-GEN SHERPAS HAVE TO MAKE YOU HAPPY Thursday, March 6, 14
  • 44. NEW BUSINESS MODELS DEMAND HAPPINESS 44 Thursday, March 6, 14
  • 45. HAPPINESS IS A NUMBER- SUBSCRIBERS LEAVE IF THEY DON’T WATCH 15 HOURS/MONTH 45 Thursday, March 6, 14
  • 46. HAPPINESS DEPENDS ON HOW WELL YOU KNOW ME 46 Thursday, March 6, 14
  • 47. EMOTIONAL SENSITIVITY ISN’T A CORE COMPUTING TRAIT Justin van Genderen 47 Thursday, March 6, 14
  • 48. WHAT DOES IT TAKE TO GET TO “HAPPY”? Thursday, March 6, 14
  • 49. REQUIREMENT NO. 1: DEEP KNOWLEDGE OF YOUR CONTENT 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
  • 66. SCENARIO NO3: MACHINES RULE: AN ALL SEEING ALL KNOWING OS . 66 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
  • 76. THANK YOU @COTTON | BSSP .COM | INFLUXINSIGHTS.COM Thursday, March 6, 14