Algorithms at the heart of the attention economy
Stephan Eloise Gras has a doctorate in philosophy and information science. She is doing a thesis on the economy of attention, in particular music and sounds.
Listening to it, we realize that music but more broadly sound are at the heart of the attention economy and that above all, as an entertaining media par excellence, it is also the first industry to have been totally disrupted by digital.
Therefore, it is obvious that there are strong lessons for other media or types of content.
Stéphan Eloise, working more specifically on the subject, had 2 major questions:
First of all to understand why we speak badly about music by reducing it to simple entertainment when there is a real business behind it, but also to better define its aesthetic dimension as well as the emotion it conveys.
Algorithms to offer you precisely what you want
In order to capture attention, industries need to have as much data as possible on individuals (likes, comments, listens, consumption in general) in order to generate taste profiles.
It is interesting to note that as with all the senses, sound does not escape a deep analysis of the latter.
Neuroscience can really define what makes us react in deep ways such as understanding how music affects us.
TheEcho Nest algorithm, purchased by Spotify is thus able to cross data from acoustic origins with usage data.
This has also allowed the development of an algorithm to analyze emotion, for example in the voice to determine what you feel when you speak.
This also allows you to have content proposals (musical or other) depending on your mood at the moment.
In the end, as Stephan Eloise points out perfectly well, the interesting paradox on which the streaming platforms are based is to offer a unique but ultimately very standardized experience.
We no longer discover anything, we no longer necessarily remember the names of the artists who appear in our playlists, we consume the music.
In the end, Stéphan Eloise considers several essential elements:
1. Music really has an precedence over all other cultural industries and we see the end of an occulo-centered world. With a more detailed analysis of the human, we have really succeeded in dissecting his abilities to look,The sound will come back to the center of attention
Because we are more and more in experiential marketing, our senses will be called upon more and more.
In this quest, it is proven in the history of neuroscience that sound, and music in particular, has a central place in triggering emotion and in speaking directly to the heart.
So it makes sense that the sound returns to the center.
However, according to Stephan Eloise, quality and experience should not be associated because the way of defining quality can change a lot. The question is to know what we are ready to accept and to define what does good or what does not.
Gregory Pouy is the founder of LaMercatique, a digital transformation consulting firm focused on the marketing part. Based between New York and Paris, he is a marketing “expert” for FrenchWeb.fr. To follow his writings and exchange with him