With Pandora’s cache of data growing by the day, it’ll soon seem like the app understands you like an old friend instead of a network of algorithms paid Teradata
Have you ever noticed that, after 6 p.m.
At the heart of Pandora’s personalized recommendations lies its Music Genome Project, a data repository where every song is examined for up to 450 unique attributes that encompass the entirety of music as we understand it. To drill down further, lyrics are analyzed for content, tone, mood, even the level of profanity. “One staff scientist actually got a Ph.D. in mood detection using machine listening,” says Celma. “The mood is a combination of the lyrics and the sonic expression. We have thousands of songs annotated as happy, sad, bittersweet or maybe ‘breakup love songs.
“We learn contextual stuff from time of the day and weekdays versus weekend. We know if a user is popularity-biased and listens to mainly Top 40, so we’ll play things that are very familiar to them,” says Celma. “Other users, like myself, might listen to more obscure music, so we’ll play you something you’ve never heard before, more into the discovery area.”
“The machine cycles through every night and rebuilds itself based on that feedback,” Celma says. “Our users are getting some rest, but our machines never rest.”, 36% of consumers own a smart speaker and 75% use it daily. The ownership number is up from 28% just one year prior, signaling a boom that’s led to 91% of businesses surveyed saying they’ve invested in some kind of voice technology.
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