Transforming Hollywood 8: “The Work of Art in the Age of Algorithmic Culture"
May 05, 2017 9:00 am
We're excited to support the 8th Transforming Hollywood conference on Friday, May 5, 2017.
The event is co-produced by Dr. Denise Mann (head of the Producers' Program at UCLA Theatre, Film, & Television), and Dr.Henry Jenkins (Provost Professor of Communication, Journalism, and Cinematic Arts at USC).
Full Event Informationhttp://www.transforminghollywood.tft.ucla.edu
Overview: Transforming Hollywood 8: “The Work of Art in the Age of Algorithmic Culture,” reframes Walter Benjamin’s oft-quoted essay about technology’s double-edged sword: mechanical reproduction fundamentally alters the original artwork’s unique auratic properties but makes it accessible to the masses. According to Ted Striphas, " . . . the growing prevalence of recommendation features such as those you find on Amazon.com [signals the] displacement of human judgment into algorithmic form [which] raises all sorts of questions about taste aggregation — questions with which scholars in the humanities . . . have only begun to grapple.” Streaming on-demand services grant consumers greater choice and democratic access to media content (letting us choose what to watch and when to watch it); however, the terms of this exchange is unfettered access to our consumer impulses via sophisticated surveillance tactics that track our online activities 24-7.
2:45-4:15 PM: “Music Streaming & The Splinternets: The New, Competing, Cultural Curators”
Moderated by Gigi Johnson, UCLA Center for Music Innovation
Description:Spotify, Apple Music, Pandora, and Google Play Music are the current leaders in the subscription-based and advertising supported music streaming derby—having locked down the majority of artists through massive licensing deals with the major music labels. The current crisis facing the streaming tech giants is the glut of choice available to consumers, who are drowning in an endless supply of things to watch, read, or listen to online. As a result, the streaming giants have enlisted “an elite class of veteran music nerds — fewer than 100 working full-time at either Apple, Google, or Spotify — who are responsible for assembling, naming, and updating nearly every commute, dinner party, or TGIF playlist on your phone,” according to Buzzfeed‘s “Inside the Playlist Factory.”
Apple Music started the trend in 2014 when it acquired Beats’ along with co-heads Jimmy Iovine, Dr. Dre, and Trent Reznor, as their ultimate marketing weapon to challenge Spotify’s lead. Iovine insists that the tech corporations use the human music experts to guide tech engineers, and not vice versa, stating:“fans can smell the difference between a service where much of the product is dictated by algorithms or charts and one that is guided by more knowledgeable but equally passionate versions of themselves.”
This panel focuses on the growing industry of cultural curators who organize playlists “by reading endless music blogs, tracking artists before they have been discovered, and by maintaining contact with artists’ managers, producers, and label representatives.” Needless to say, the economic driver of this on-demand streaming culture is consumer data analytics targeting advertising brands. Feeling lonely after a particularly bad break up? Try listening to Adele while stuffing your emotions with a quart of Ben & Jerry’s and a diet Pepsi.
Rocío Guerrero Colomo, Head of Content Programming/Curation & Editorial, Latin Global, Head of Latin Culture, Shows & Editorial-Content Programming, Spotify
Matt Adell, President, MetaPop; past-CEO, Beatport
Alex White, Head of Next Big Sound at Pandora
- Milana Rabkin, CEO, Stem