There are more questions for every voice, every instrument, every intrinsic element of the music. And there are always answers, specific numerical ones. It can take 20 minutes to amass the data for a single tune. This has been done for more than 700,000 songs, by 80,000 artists. “The Music Genome Project,” as this undertaking is called, is the back end of Pandora.
Pandora was founded in Oakland a decade ago, and for much of the intervening time has lived a precarious existence (the founders spent one three-year stretch working without salaries while they scrambled for investors). But thanks in part to the popularity of the Pandora iPhone app, its fortunes have lately improved. It has attracted 35 million listeners and claims about 65,000 new sign-ups a day (more than half from mobile-device users). About 75 companies are working Pandora into a variety of gizmos and gadgets and Web platforms. The business model relies largely on advertising, and its founder, Tim Westergren, says Pandora will very likely turn its first profit in the fourth quarter of this year.
However things play out for Pandora as a business, its approach is worth understanding if you’re interested in the future of listening. It’s the “social” theories of music-liking that get most of the attention these days: systems that connect you with friends with similar tastes, or that rely on “collaborative filtering” strategies that cross-match your music-consumption habits with those of like-minded strangers. These popular approaches marginalize traditional gatekeepers; instead of trusting the talent scout, the radio programmer or the music critic, you trust your friends (actual or virtual), or maybe just “the crowd.”
Pandora’s approach more or less ignores the crowd. It is indifferent to the possibility that any given piece of music in its system might become a hit. The idea is to figure out what you like, not what a market might like. More interesting, the idea is that the taste of your cool friends, your peers, the traditional music critics, big-label talent scouts and the latest influential music blog are all equally irrelevant. That’s all cultural information, not musical information. And theoretically at least, Pandora’s approach distances music-liking from the cultural information that generally attaches to it.
Which raises interesting questions. Do you really love listening to the latest Jack White project? Do you really hate the sound of Britney Spears? Or are your music-consumption habits, in fact, not merely guided but partly shaped by the cultural information that Pandora largely screens out — like what’s considered awesome (or insufferable) by your peers, or by music tastemakers, or by anybody else? Is it really possible to separate musical taste from such social factors, online or off, and make it purely about the raw stuff of the music itself?
Tim Westergren is a familiar type: the musician who was not as successful as he might have been and concluded that the system is flawed because it underrates talented people who deserve a bigger audience. He played in bands that never quite took off and for a time worked as a film-score composer. It was that job — a “methodical, calculating form of composition,” he says — that led him to dwell on the way music works and forced him to decode the individual taste of whatever director had hired him. He says he was getting pretty good at this. “So I thought I’d try to codify it,” he says.Rangy and bright-eyed at 43, Westergren comes off more like the head of a fan club than an erstwhile rock star. The only time he seems annoyed is when he’s talking about how some unpopular musicians are unfairly overlooked — or how some popular ones are unfairly maligned. Pandora is, in effect, a response to both of those problems.