Selecting The Next Big Thing Based On Data

Is it really possible to select the next big artist solely based on data? On one hand, some will contend that numbers do not lie.  However on another hand, some will argue that raw undiscovered talent still exists today.  A company discussed in The Guardian's article  “ Music Analytics is helping the music industry see into the future” explains how they believe the music industry can determine which artist is the next big thing utilizing data.  The name of this company is Music Metric.  They are known as a “London based start up that offers tools to help those within the music industry understand consumer behavior and opinion.”

          As a company, Music Metric believes through the data they collect they can help record labels choose the next big artist.  To be more accurate Co Founder of Music Metric Gregory Mead states “ we were able to predict with 90% accuracy who would be number one three months in the future.” In essence this 90% prediction states that if any artist including upcoming artist do not appear on this radar, record labels will consider bypassing their potential. However Music Metric did state that “ Today almost any artist that comes to the attention of a music talent scout is going to be generating some buzz, They’ll have followers on Twitter, likes on Facebook, and maybe sales on band camp. “ Therefore by applying the information from social networks, and various other   platforms Music Metric determines who will be the next successful artist in the future.

            I agree, that Music Metric’s utilization of online data to discover artist makes it a valuable tool for the music industry, however I do not believe that only through data stats can we define the next big artists. One example that is relevant is the discovery of Kendrick Lamar. This year west coast hip-hop artist Kendrick Lamar’s album M.A.A.D City contended for the 2014 GrammyAwards. However when Dr.Dre first discovered Kendrick Lamar he only had 300 fans. However, Kendrick Lamar still managed today to become the next big thing.  If Dr.Dre would have by passed the opportunity to work with Kendrick Lamar based on data, he may have missed out on an opportunity to work with the next big. In short, at a point talent cannot be denied. Therefore we still need human A&R’s, to help choose talent. I only say that because if A&R’s become algorithms, how will they feel music?  In addition how will an algorithm recognize star qualities and traits?