"What newcomers have you heard recently?"
"Who is good?"
"Where was it found?"
"In the bar, I took a little fresh meat to go to the bar that night and stumbled upon such a talent."
"sign!"
This is a dialogue scene that the traditional recording industry often has. In the traditional record industry, there was once a very important department called A & R (ArTIst and Repertoire), which was responsible for the discovery and cultivation of artists, and represented the productivity of a company.
This department is of course still in existence, but its role is no longer as good as before. Otherwise, the newcomers will not be so green. Especially in China, in the past ten years, there have been very few new people discovered and promoted by A & R of major record companies. On the contrary, there are a lot of new people who have emerged from various "corner corners".
Faced with such newcomers, big companies are a little helpless because they lack an effective tool to help them discover. In the past, scouts discovered talents by sitting on received records and going to the bar to watch performances. Nowadays, various Internet products have fragmented the channels. The recording companies used to rely on A & R channels and methods. The singers such as Li Ronghao and Su Yunying would first incubate through other channels, and then the recording companies would come back to operate. Li Ronghao was hatched by Xiami, and Su Yunying was hatched by "Good Songs of China". The music platform and talent show performed some of the functions of A & R.
The judges of various drafts are actually taking on the function of A & R. They use their own judgment to choose the right artist in their minds and help the audience and the record company to conduct a round of screening. All the artists who come out through the talent show are the result of screening by various "experts", so for the record company that signed them, there has been no need to dig a step.
Soon, everything will change.
two
"What newcomers have you heard recently?"
"Who is good?"
"Where was it found?"
"Little Ai recommended."
"sign!"
What the hell is "Little Ai"? This is an artificial intelligence program developed by Alibaba Cloud.
According to official instructions, "Little Ai" mainly works on principles such as neural networks, social computing (social compuTIng), and emotion perception. Little Ai is good at insight into essence and real-time prediction, and can understand human emotions. It constantly evolves itself through powerful computing and machine learning capabilities.
It may be difficult for us to imagine that a program can find the next TFBOYS from the Internet, because in everyone's logic, whether an artist can be liked by others, the reason seems to have nothing to do with technology. If the computer tells you that 83.33% of people like TFBOYS, will you also like it? of course not. However, as far as scouts are concerned, the computer can detect the trend of some people "increasing".
Can't such workers do it? Of course, in fact, there is currently a data monitoring system for a certain type of channel to help record companies find talent. For example, Xinguan once introduced a platform called Music Gateway, which recommends talents to record companies by analyzing registered musicians on its platform. In addition, Next Big Sound, which has been acquired by Pandora, is a platform for "monitoring" the trend of singers on major social networking sites, and record companies can judge the commercial potential of artists based on the trend of artists' social data.
Data from just a few social networking sites is not enough to explain the problem. As the fragmentation trend of channels continues, it is difficult for single channel artists to survive on the entire platform. Live streaming platforms have their own celebrities, Weibo has their own celebrities, short video platforms have their own celebrities, picture applications have their own celebrities, each platform has its own celebrity, but all platforms can be transparent People, it is usually difficult for us to judge by humans-"aggregated data" has been shouting for many years, but so far there is no good solution.
Artificial intelligence (AI) may be a good solution. Under the banner of the Internet, all channels have been digitalized. Artificial intelligence has more powerful computing and analysis capabilities than ordinary computers. It can easily integrate data from all platforms and analyze trends. This is the basic condition for Alibaba Cloud ’s little Ai to predict the “Singing King†for “I am a singerâ€. For the little Ai, it is easy to integrate data from Alibaba channels such as Weibo and Youtu to analyze the singer ’s Internet topics.
three
"It's time to change the rules of A & R games."
Xinguan once shared an article from the Berkeley Conservatory of Music experts, which was open-ended and put forward a point, "Data will play an important role. A & R increasingly rely on data analysis to complete the discovery of new people."
However, that article did not mention how to mine the data. The author also mentioned data services like Next Big Sound, but NBS and others are still only single-channel data services. As mentioned earlier, single-channel data services are difficult to really help discover potential newcomers, especially for continuing For big companies with all-platform celebrities.
In this regard, the little Ai will play an important role and assume key tasks. With the help of Little Ai, the music industry will also break the convention of pushing new portrait gambling for the first time in history, and scientifically and effectively discover new people and train new people, so that the music industry can continue to emerge in an orderly and orderly manner. Newcomer new work.
Although many people are analyzing the fame path of TFBOYS or Luhan and finding a Zhongxuanji, Xinguan believes that only with the help of the power of AI can all this be really achieved. For the music industry, this will definitely be a disruptive revolution, at least to subvert the A & R job. Kevin Kelly predicts that AI will become a human assistant in a certain field in the future, and those jobs that focus on efficiency will be replaced by robots. A & R is exactly a job that needs to be improved.
As the efficiency of A & R increases, the productivity of music companies will also be liberated, and the lack of newcomers and new works that the industry has long complained of will be resolved. It is conceivable that in a time when new people are born, the music industry will undoubtedly regain its former glory in a new attitude.
Technology has not completely changed the operating mode of the music industry in the past decade, so it is time to completely change the rules of the game.
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