Label executives are changing the way that they are searching for new talent. A lot different record labels are utilizing the latest technologies by doing their talent searches through data analysis.
One of the main sources executives are using is Shazam, a mobile application that can identify a song being played in the background. Last year, Shazam launched an interactive map, so that users can zoom into cities around the world to see which songs where searched the most through the application. Through this map, executives can search around the globe and use the data to predict which songs would eventually become a “hit.”
Executives are also using various other data searches such as hits to an artist’s Wikipedia page, Spotify streams, Facebook likes and Twitter followers to discover which bands or songs might be able to break into the mainstream. They have the least amount of faith in Facebook and Twitter as “likes” and “followers” can easily be purchased.
Talent scouts are rarely going out to the local clubs anymore to see bands perform live and judging the crowds reaction based on their gut feeling in order to figure out which artists to sign. They can easily just stay in their office and utilize data analysis to predict whom they will be signing.
This is a huge change in the landscape of Hip Hop. The culture was created off a party themed environment and having charisma and being able to control a crowd were a big part of what made a young emcee successful. Hip Hop thrives in the live performance, which is the foundational source of entertainment for the culture.
The focus of up and coming rappers must now shift from being able to win over a crowd to being able to record a track that is going to gain the curiosity of the listener. They have to create something that is going to catch someone’s attention to the point that they get out their smart phones and click on Shazam or look them up through Wikipedia in order show up on the radar of the major label executives.
Basing talent off of data analysis is going to create an even further gap between “catchy” songs as the representation of Hip Hop music by the major record labels, as opposed to lyrical talent. The only way to be able to combat this phenomenon would be to search dope lyricist through as many applications as possible in order for them to have a chance to enter the limelight.
– Megillah
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