Travis Scott’s literally Astronomical event on Fortnite: What music managers can learn from THE SCOTTS release

Travis Scott Fortnite

“Ooops, I did it again” 

A bit more than a year after Marshmello’s previous set in Fortnite, Travis Scott and Epic Games set a new record with the ‘Astronomical’ 3-day residency, with about 12 million players tuned into the experience the very first night, beating Marshmello’s 10.7 million attendance in early 2019. In total, 27.7 million players watched the event, and that doesn’t even account for Youtube or Twitch views later on. It’s important to note that it is also a record for Fortnite that peaks at 7.6 million players on a regular non-eventful day.

It’s not the first time the music and gaming industries fool around together. For instance, Solomun appeared as the primary DJ for the GTA Online Protagonist’s Nightclub and stayed resident from 24 July to 31 July 2018. The trend is picking up everywhere, even more so now that Covid-19 put half the world on a stay-home policy. Major festivals and concerts are struggling with cancellations and sanitary restrictions. Live streamed events are booming and the music industry is resilient enough to push innovation forward in these difficult times. A virtual music festival is happening inside Minecraft this month

Why Astronomical worked so well? 

Music & Virtual Reality had a complicated history so far. MelodyVR and other VR companies are bringing orchestras to the living room. However, no music & VR experience has reached any mainstream audience so far. Trying to replicate a concert experience in a living room is bound to be disappointing. Just because it’s trying too hard to replicate something that already exists. The social dimension of going to a show is very strong, people go to concerts to live the moment with the band and other fans. No headset can make you feel the heat of being surrounded by other human beings vibrating to the same beat alongside you. VR suffers from the comparison that users can hardly prevent themselves from doing.

What Fortnite, Marshmello and Travis Scott successfully did is to actually create a new experience that fans wouldn’t compare with anything else: leverage an existing virtual universe, use its users habits and codes, and leverage them to create a unique artist/fan experience.

On top of building an amazing user experience, the move is also smart because one doesn’t have to create a whole new virtual universe, it is already there in the game, as well as the audience. Fans don’t have to get new equipment to benefit from the show. It is original, unique and with a seamless experience for those already in the game. As a product designer, I can only applaud. What about those who don’t play?

A success beyond gaming platforms

Cherry on the cake, non-gamers were not left behind. The virtual event can be broadcast live on Youtube, Twitch and/or Instagram; which makes for a fully integrated experience across all networks. There is no FOMO for non-gamers since fans can see what’s happening. Youtube and Twitch in this case supplement the experience, enabling replays on other devices later on. Travis Scott’ team leveraged all platforms and tailored content for each accurately: Fortnite for the live immersive show, Youtube and Twitch for replays, and Instagram for the community.

The Astronomical event today has almost 30 million views on Youtube, surpassing attendance on Fortnite. Travis Scott’s Youtube channel gained 2 million subscribers, as well as his Instagram page. The only remaining question is whether the virtual, video experience also promoted the song well and if fans enjoyed the audio art as well. Spotify figures seem to point in that direction, as monthly listeners reached an all time high at 44 million (data courtesy of Soundcharts). 

Key takeaways

IRL, what can you do (without Travis Scott’s marketing budget)? Here are a few takeaways you can bring home when thinking about your next campaign:

  • Go where they go: leverage existing audiences and fit their needs and habits,
  • Tailor the experience for the platform you will work on: don’t duplicate content and think specifically about how to adapt for one given platform.
  • Think 360 across all networks: fans use several social networks and streaming platforms, think about their experience from start to finish. 

PS:  I won my first game on Fortnite last night. Couldn’t resist.

It’s Raining Men – Statistics about The Gender Gap in Music

On March 8th, also known as Women’s Day, I was invited as a music & data intelligence expert to speak on a panel about gender and music organized by Sofar Sounds and Shesaid.so. Despite my commitment to become a role model and stand for gender equality, I had not specifically dug into women in music numbers yet and I figured that was perfect timing to finally do it. 

Peggy Gou
Peggy gou

Jump right in:

1/ How many women among artists?

To be able to count female singers, musicians, producers or songwriters, it is required to have gender specific data describing them. However, here’s the first roadblock, there is little public gender-differentiated metadata describing artists. Most data providers don’t have this kind of information, and the most comprehensive dataset I found so far is the Musicbrainz database. 

Musicbrainz database gender statistics

Gender is only known for about half of individual artists of the Musicbrainz database. Among those with known gender, women represent only 11.6% of “non-group” artists (still that’s 141,318 people).

Among songwriters, PRS members in the UK are 16% women, SACEM members in France are 17% women (2018 figures). The gender divide across all regions is roughly 30% female to 70% male with an optimistic outlook.

2/ How many female artists make it in popular music?

The USC Annenberg Inclusion Initiative examined the prevalence of women among the top 800 popular songs from 2012 until 2019. 

Female artists across the top 800 songs (2012 – 2019), USC Annenberg Inclusion Initiative

Those results are consistent with other studies I could find, and with my own research from Soundcharts: female artists account for about 20% of the top charts, regardless of the platform you look at:

Gender Ratios on Top Charts, the Gender Play Gap

3/ Are streaming platforms male-dominated? The French Hip Hop case

Digger deeper for France (my beloved country) where urban music tops the charts, ratios tend to be worse. Early March this year, only 9% of the top streaming charts were female on Deezer, Spotify and Youtube. The first female I could find in the rankings was Tones & I at the 28th rank on Spotify. The week I looked was indeed a pretty bad week for female music, and hopefully it’s not necessarily the case all year round.

France Top 50 as of March 17th, 2020

In many countries, streaming top charts skew towards urban music because subscribers are typically younger and play music on repeat. French streaming charts are owned by French rappers in particular, whose audience usually skew 60-70% male. Let’s look at Ninho for instance:

Ninho’s Instagram followers are 64% male (Soundcharts, March 2020)

Does it mean that streaming charts are male streaming charts? Why would streaming charts skew towards “gender-imbalaced” artists?

There are many possible explanations there, and the truth probably lies in a combination of the following:

  • Subscribers of streaming services are more numerously male than female. Spotify has 43% female listeners for instance.
  • French rappers have their music played on repeat more than any other genre.
  • Streaming charts can be influenced by plays that are not properly qualified. (e.g. fake plays by bots, or social accounts connected that are male by default)

Interestingly enough, radio airplay doesn’t show as much imbalance. That same week, the Top 100 French Airplay Charts were featuring 35% female artists. In the US too, rap radio is more supportive of female rappers. Being 100% curated, traditional radio has an opportunity to be ahead of the curve and super-serve a female audience that streaming has not yet grasped.

4/ Do men and women consume music differently?

In a nutshell, yes, streaming statistics from Deezer and Spotify show that listening habits differ between males and females. More particularly, women tend to listen to more female-artists on average. On Spotify, female listeners stream 30.5% from female or mixed-gender artists, while male listeners stream 17.2% from female or mixed-gender artists.

Back to French hip hop as an example, Deezer published the gender balance for the 200 biggest hip hop artists of 2018.

Gender balance for the top 200 hip-hop artists of 2018, Women and hip-hop,Deezer

The further an artist is on the right, the more the gender balance is towards female, showing how women would favor more female artists.

To illustrate the impact of gender balance, Paul Lamere from The Echo Nest/Spotify looked at gender specific top artists (2014 numbers) :

“No matter what size chart we look at – whether it is the top 40, top 200 or the top 1000 artists – about 30% of artists on a gender-specific chart don’t appear on the corresponding chart for the opposite gender.”

Paul Lamere, Music Machinery
Gender Specific Listening, Music Machinery

5/ Are men more “passionate” about music?

Now let’s look at how much men and women listen to music. To avoid as much bias as possible, I first looked for Youtube numbers, since the platform has the biggest music audience in the world and allows active streams for free.

Youtube usage for music doesn’t show too much imbalance, as about 80% Youtube users, male or female, would use Youtube for music as well. 

Looking at music products overall, buying patterns hardly differ from men to women, age being a lot more discriminating than gender. 

Music Products purchased over the past 6 months, 2018

Men and women seem to be equally interested in music at first, but gender imbalance still appears on music specific apps or services : most music services have audiences that skew male. Paid streaming subscribers tend to be more men, and the same trend can be observed on TikTok as well.

Share of TikTok users by gender and age (2019)

The Australian Music Consumer Report could explain why. Obviously, music enthusiasts are driving online music consumption on Youtube and streaming services. The report highlights that male or female millenials are equally passionate about music between 16-24. However, they usually are not accounted in streaming subscriber statistics as they remain free users or their parents pay for their online subscriptions.

Age and gender breakdown of music passionates, Australian Music Consumer Report

Later in life, the gender gap starts to appear. From 25 years old, males would declare being more passionate than females about music. Another VEVO study about millenials shows that stereotypes die hard. Males would identify more as “Tastemakers” while females would identify more as “Front Row fans” (groupies). Sound diggers are usually pictured as masculine and that view is translating into consumer patterns.

6/ Why so few women pursuing music careers?

Stacy Smith, one of the USC Annenberg Inclusion Initiative leaders, hints at social conditioning:

“Women are shut out of two crucial creative roles in the music industry (…) What the experiences of women reveal is that the biggest barrier they face is the way the music industry thinks about women. The perception of women is highly stereotypical, sexualized, and without skill. Until those core beliefs are altered, women will continue to face a roadblock as they navigate their careers.”

Stacy Smith

During the Music & Gender panel, Claire Morel from Shesaid.so France pointed out as well how women often have to fit stereotypes: the fragile woman singer, the charismatic rock star, the inspiring muse, the woman-child, the hypersexual rapper, and so on. In the 90s, each member of the Spice Girls would illustrate one of these feminine stereotypes. There is little space for a woman who is an artist to just be an artist. Younger female artists who don’t fit these stereotypes are more likely to give up on their music career because they feel less legitimate. 

“The male artist, in our image of him, does everything we are told not to do: He is violent and selfish. He neglects or betrays his friends and family. He smokes, drinks, scandalizes, indulges his lusts and in every way bites the hand that feeds him, all to be unmasked at the end as a peerless genius. Equally, he does the things we are least able or least willing to do: to work without expectation of a reward, to dispense with material comfort and to maintain an absolute indifference to what other people think of him. For he is the intimate associate of beauty and the world’s truth, dispenser of that rare substance — art — by which we are capable of feeling our lives to be elevated. Is there a female equivalent to this image?”

Rachel Cusk, Can a Woman Who Is an Artist Ever Just Be an Artist? 

Artistic talent, like any other, requires nurturing. Men tend to be more favored along the way, the music business being mostly a men’s network. Females are still seen and evaluated through their gaze most of the time. Women in Music, Shesaid.so and other women initiatives aim at bridging this gap by building women networks, and by bringing these diversity issues to light. 

The road ahead

Gender gaps won’t disappear anytime soon. However, I’m optimistic about a trend towards more diversity in the music industry. First, female fans or artists now have plenty of role models they can identify with. Democratization of music production and distribution enabled millions of artists to reach new audiences and the offer is no longer limited to heavily stereotyped girls or boys bands. Among the happy few in popular music, Tones and I, Billie Eilish, Adele and many more are leading as examples of women artists.

Second, the music business is transitioning towards more data-driven decision making. Talent scouting is no longer driven by gut-feeling with all biases that we know. When music professionals evaluate artists to decide whether or not they are going to sign or program them, they listen to the music, and they also now look at KPIs like fan base engagement and retention. Although not perfect, these KPIs enable comparing artists on facts rather than feelings, which will hopefully bring more diversity in the mix.

Third, data also makes the music business accountable. Reports like the one from the USC Annenberg Inclusion Initiative measures year after year how female artists evolve in the charts. The Grammys this year proved that change is here. Billie Eilish became the first woman to win the “Big Four Grammys”

Can robots write musical masterpieces?

I wanted to comment on the overall assumption we commonly see in publications that AI will never write a “critically acclaimed hit” or out-Adele Adele. 

It is usually very politically correct (and less frightening) to suggest that AI can’t make art better than humans. It’s okay let them replace automated tasks but we like to think that more “right brain” activities are not that easily replicable. We hold on to the belief that only human creations can touch someone’s heart and mind. The way we humans create music requires getting in touch with one’s own feelings and find means of expression, on top of mastering playing one or more instruments. 

The truth is, AI can write songs as well as humans can, if not better. “Beauty is in the ear of the listener”, if I may 🙂  If you think about creativity as exploring unexplored territories, mixing or creating new sounds, trying new combinations, then AI has a lot more creative juice than any human brain. It can explore more than we can, with a lot less mental barriers about what should or shouldn’t be tried or experienced. 

“Of all forms of art, music is probably the most susceptible to Big Data analysis, because both inputs and outputs lend themselves to mathematical depiction”. 

Yoah Nuval Harrari

The real argument here is more about the very definition of an artist.

I just googled it to see what’s commonly used to describe an artist. Here’s Cambridge’s definition:

  • “someone who paints, draws, or makes sculptures.
  • someone who creates things with great skill and imagination.

This definition will evolve as musicians use AI to explore, and won’t have to produce so much entirely by themselves.

Most likely, in the future, being able to produce won’t matter as much as telling a story and having a personality that people will want to follow and hear more of. Hanging out at FastForward earlier this year, we were discussing about artist careers and about what makes people becoming fans of artists. 

Depending on musical genres and audiences, it is a mix of musical skills, personality, familiarity and storytelling that creates fandom. Song quality by itself is definitely part of these requirements, but it is usually not enough to create an audience. For now, we don’t have any AI mastermind replicating both personality and songwriting. So, artists are not directly replicable per say but both types of AI do exist already. 

In the near future, unless laws banning anthropomorphism pass throughout the world, we are even bound to see the likes of Lil Miquela, fictional artists, releasing singles on Spotify. Just like real artists, these fictional artists will have whole teams behind them to manage their careers.

Will they write better songs than Adele? 

There are some evidence that AI can write beautiful masterpieces already, that I’m sharing here. I found the following study while reading Homo Deus, by Yoah Nuval Harrari, an essay about what awaits humankind in the AI era:

“David Cope has written programs that compose concertos, chorales, symphonies and operas. His first creation was named EMI (Experiments in Musical Intelligence), which specialised in imitating the style of Johann Sebastian Bach. It took seven years to create the program, but once the work was done, EMI composed 5,000 chorales à la Bach in a single day.“

“Professor (…) Larson suggested that professional pianists play three pieces one after the other: one by Bach, one by EMI , and one by Larson himself. The audience would then be asked to vote who composed which piece. Larson was convinced people would easily tell the difference between soulful human compositions, and the lifeless artefact of a machine. Cope accepted the challenge. On the appointed date, hundreds of lecturers, students and music fans assembled in the University of Oregon’s concert hall. At the end of the performance, a vote was taken. The result? The audience thought that EMI’s piece was genuine Bach, that Bach’s piece was composed by Larson, and that Larson’s piece was produced by a computer.”

When an audience is not biased, listeners can hardly tell the difference between Bach, an AI or an unkown writer.

Can an AI write a masterpiece? Yes. You may argue that AI are trained based on a given dataset (e.g. a set of songs), depriving them from free will as to what is actually produced. However, AI can be trained to learn from the best composers, exactly like a human would have various musical influences and attend masterclasses taught by virtuoses.

One fundamental difference that still remains is joy and creative flow. A machine will hardly derive as much joy out the creative process as much as we do.

Jeff Mills teaches astrophysics but when will he actually DJ on Mars?

Jeff Mills

Jeff Mills teaches astrophysics but when will he actually DJ on Mars?

I really loved Mixmag’s last April Fools: Jeff Mills is going to be the first DJ to play in space.

“The Detroit musician really is taking a trip to the stars in his latest musical venture. He’ll be playing across three turntables, a throwback to his earliest performances. “A DJ playing in space is so obviously the future,” The Wizard told Mixmag. “So I wanted to balance that with analogue technology in its purest form: three perfectly calibrated Technics 1210s.” MixMag

Given Jeff Mills passion for astrophysics and science fiction, this joke came as no surprise. He recently teamed up with NTS to produce a radio show, The Outer Limits, using music and narratives to create an immersive experience about space exploration.

Although, the idea of DJing in space raises a few interesting questions…

Can you hear sound in space?

My naive guess was that you’ll never hear a sound in space since that would require soundwaves to reach your inner ear. Soundwaves need a medium to travel through and there are so few particules in space that sounds would fade way too quickly. Although, recent research pointed out that gravitational waves do travel in space, so hope is not entirely lost.

How does it feel like to play an instrument without gravity?

Okay, you may not play tomorrow in space directly, but you could play in a spacecraft. NASA already experimented and musical instruments have been brought to space.

“When you play music on the shuttle or the station, it doesn’t sound different, say the astronauts. The physics of sound is the same in microgravity as it is on Earth. What changes is the way you handle the instruments.” NASA

Carl Walz and Ellen Ochoa, two astronauts, shared their experience playing in microgravity. “When I played the flute in space,” says Ochoa, “I had my feet in foot loops.” In microgravity, even the small force of the air blowing out of the flute would be enough to move her around the shuttle cabin.

As for guitar, says Walz, “you don’t need a guitar strap up there, but what was funny was, I’d be playing and then all of a sudden the pick would go out of my hands. Instead of falling, it would float away, and I’d have to catch it before it got lost.”

Can we communicate with alien civilization with music?

We have been sending music into space for a while. In 1977, NASA sent two phonograph records aboard both Voyager spacecraft. These records contain sounds and images highlighting diversity of life and culture on Earth, featuring songs from all over the world. They are considered as a sort of a time capsule.

record-diagram.jpg
The Golden Record cover shown with its extraterrestrial instructions on how to read it. Credit: NASA/JPL

This year, for its 25th birthday, the Sonar Festival sent out 33 separate 10-second clips of music by electronic artists such as Autechre, Richie Hawtin and Holly Herndon, to Luyten’s Star, which has an exoplanet, GJ273b, believed to be inhabitable.

Well, we haven’t heard back yet!

Sources and inspiration

Google Magenta, going forward with AI-Assisted Music Production?

Google Magenta

Two years ago, Google launched Magenta, a research project that explores the role of AI in the processes of creating art and music. I dug a bit more on where they currently stand and they already have many demos showcasing how machine learning algorithms can help artists in their creative process.

I insist on the word help. In my opinion, technologies are not created to replace artists. The goal is to enable them to explore more options, thus potentially spark more creativity.

“Music is not a “problem to be solved” by AI. Music is not a problem, period. Music is a means of self expression. (…) What AI technologies are for, then, is finding new ways to make these connections. And never before has it been this easy to search for them.” Tero Parviainen

When you write a song, usually one of the first things you pick is which instruments you and/or your band are going to play. Right from the start, creativity already hits boundaries regarding the finite number of instruments you have on hand.

That’s why today I’m sharing more about a project called Nsynth. Standing for Neural Synthesisers, Nsynth enables musicians to create new sounds by combining existing ones in a very easy way.

You can try it for yourself with their demo website here: 

Screen Shot 2018-06-26 at 11.00.24.png
Nsynth Sound Maker Demo

See that it doesn’t have to be music instruments, as you can imagine create a new sound based a pan flute and a dog 🙂

Why would you want to mix two sounds? Sure, software enables you to create your own synthesisers already, and you may as well play two instrument samples at a time.

Blending two instruments together in a new way is basically creating sounds, like a painter would create new colors by blending them on his palette. See this as new sounds on your palette.

How Nsynth works to generate sounds

NSynth is an algorithm that generates new sounds by combining the features of existing sounds. To do that, the algorithm takes different sounds as input. You teach the machine (a deep learning network) how music works by showing it examples. 

The technical challenge here is to find a mathematical model to represent a sound so that an algorithm can make computations. Once this model is built, it can be used to generate new sounds.

NSynth Autoencoder

The sound input is compressed in a vector, with an encoder capable of extracting only the fundamental characteristics of a sound, using a latent space model.  In our case, sound input is reduced in a 16-dimensional numerical vector. The latent space is the space in which data lies in the bottleneck (Z on the drawing below).  In the process, the encoder ideally distills the qualities that are common throughout both audio inputs. These qualities are then interpolated linearly to create new mathematical representations of each sound. These new representations are then decoded into new sounds, which have the acoustic qualities of both inputs.

In a simpler version:

nsynth-ae.png

To sum up, NSynth is an example of an encoder that has learned a latent space of timbre in the audio of musical notes.

Musicians can try it out on Ableton Live:

Of course, the Magenta team didn’t stop here, and I’ll be back showcasing more of their work soon!

Sources and Inspiration

Dance and your Robot will adapt the Music to you – What if Music could be Dynamic?

Most songs usually follow the same structure, alternating verses and choruses with a break to wake you up in the middle. Think about Macklemore & Ryan Lewis – Can’t Hold Us or any other pop song and you’ll easily recognize the pattern.

Instead of having music recorded and arranged the same way set it stone for ever, imagine it could adapt. Adapt to what? I am voluntarily vague since what I saw let my imagination run pretty wild. Let see what it does to yours 🙂

Last week, I’ve been invited at my sister’s research lab, Beagle (CNRS/INRIA), to meet the Evomove project team. They developed a living musical companion using artificial intelligence, that generates music on the fly according to a performer moves. Here is a performance where music is produced on the fly by the system:

Performers wear sensors on their wrists and/or their ankles, sending data streams to a move recognition AI unit, which are then analyzed to adapt music to the moves.

The team wanted to experiment with bio-inspired algorithms (I’ll explain shortly after what that is) and music proved to be a good use case. Dancers could interact with their music companion in a matter of seconds, enabling the team to apply their algorithm on the fly.

How does it work?

The Evomove system is composed of 3 units:

  • a Data Acquisition unit, sensors on performers capturing position and acceleration;
  • a Move Recognition unit, running the subspace clustering algorithm, which finds categories in incoming moves;
  • a Sound Generation unit, controlling the music generation software Ableton Live based on the move categories found.

 

Where is the bio-inspired artificial intelligence?

“Bio-inspired” means studying nature and life to improve algorithms. Just as inspiration. It doesn’t mean that bio-inspired algorithms have to exactly mimic how nature works. In this case, the team took inspiration from the evolution of microorganisms.

The idea of their approach is inspired by the concept of nutrient processing by microbiota: gut microbes pre-process complex flows of nutrients and transfer results to their host organism. Microbes perform their task autonomously without any global objective. It just so happens that their host can benefit from it. Innovation resides in this autonomous behavior, otherwise it would be like any other preprocessing/processing approach.

In the Evomove system, complex data streams from sensors are processed by the Move Recognition unit (running the evolutionary subspace clustering algorithm), just like gut microbes process nutrients, without an objective of getting any set of move categories. The AI unit behaves entirely autonomously and it can adapt to new data streams if new dancers, new sensors come along to the performance.

You could see other projects where DJs remotely control their set with moves, but here the difference is that the approach is entirely unsupervised: there are no presets, no move programmed to generate a specific sound. While dancing, performers have no idea what music their moves are going to produce at first. The algorithm discovers move categories continuously and dynamically associates sounds with categories.

How does it feel to interact with music, instead of “just” listening?

“Contrary to most software where humans acts on a system, here the user is acting in the system”.

I interviewed Claire, one of the performers. She felt that while dancing, she was sometimes controlled by the music, and some other times controlling it. For sure, she felt a real interaction and music would go on as long as she was dancing.

garanceli-essais2017-185

Take a closer look at their wrists and you’ll see sensors.

Congratulations and thanks to Guillaume Beslon, Sergio Peignier, Jonas Abernot, Christophe Rigotti and Claire Lurin for sharing this amazing experience. If interested, you’ll find more details in their paper here: https://hal.archives-ouvertes.fr/hal-01569091/document