HITLAB Tech is revolutionizing the music industry

HITLAB President and CEO Michel Zagarka, left, and Julia Kastner, HITLAB Director of Marketing and Business Development, right. (Photo: Cristina Esteban – Courtesy)

guest blog. From consumer behavior to upcoming trends, data can be a goldmine of useful information to guide business decisions. But what should be discovered when exploring song data? According to AI-based music technology company HITLAB, machine learning is revolutionizing the music industry.

When we created our algorithm, everyone in the music industry thought we were crazy, ahead of our time, or just trying to get rid of A&R. [Artists and Repertoire, NDLR]Says HITLAB President and CEO Michel Zagarka, who has over 35 years of experience in the media and entertainment industry.

Headquartered in Montreal, HITLAB began as a research and development company entirely dedicated to using artificial intelligence to analyze the successful potential of songs and sound quality. Today, the digital media and artificial intelligence company is using patented technology to change the way entertainment content is discovered, produced, and consumed.

“Our scientists have determined that any song, in any language and any musical genre, consists of 84 mathematical parameters,” identifies Michel Zagarka.

By studying these metrics, the HITLAB Music Digital Nuance Analysis (DNA) tool can categorize and predict a song’s potential, capitalizing on current trends and engaging consumers. The company uses historical databases of millions of hits and less hits from the major global charts analyzed daily, which then allows it to identify and compare region-specific audiences and trends, explains Michel Zagharka.

“HITLAB has integrated AI and analyzed the greatest results over the past 15 years,” says Julia Kastner, Director of Marketing and Business Development at HITLAB. “We can also determine which song is most likely to be a hit in 2022 in a particular genre, language or region of the world.”

Last year, the company launched a digital business startup art show, where artists can upload their songs for a chance to sign with a record company. The platform was initially launched in Africa, with a deliberate decision, in the words of Michel Zagarka.

“We wanted to show the typical North American that he’s not the king of the world when it comes to music,” he says. “We call ourselves talents without borders, and we strive to show that talent has no color at all. Anyone anywhere can be talented.

The growing popularity of Latin, African and Crossing It shows that today’s dominant music scene is becoming an increasingly global environment.

“We are constantly improving our technologies and seeing machine learning on its own and helping us become more efficient in our processes is very exciting. It helps us see the world as a microcosm,” says Julia Kastner.

Therefore, HITLAB’s AI technology does not aim to remove humanity or the human factor from music, as stresses Michel Zagarka.

“Our AI may give us potential to succeed, but then we hand the responsibility over to humans,” he says. “Everything else that makes up the music industry is still, and always will be, driven by the taste of music lovers.”

For example, while an artist can use HITLAB tools as a compass for their promotional decisions, an artist’s value proposition, which includes branding, identity, and merchandising, is evidence-based. Human values.

Charisma is of great importance as the attention span of today’s audience is reduced in the context of digitalisation.

A study by Microsoft revealed that the average human attention span, which was 12 seconds in 2000, dropped to eight seconds in 2013 — below the goldfish average range of nine seconds.

“Sometimes you need a little more charisma to get attention,” says Julia Kastner. “If artists can spread far and wide [sur les médias sociaux]Then the music can be recognized by the masses.”

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In its next step, the company is preparing to enter the public market in order to increase technology investments and support its global projects.

“Artificial intelligence has suddenly become an accepted term in different cultures,” adds Michael Zagarka. “As we prepare to become a public company, it will increasingly become a tool for anyone in the music world to use.”

Originally a research and development company, HITLAB has evolved into the HITLAB group of companies, which includes HITLAB Music Group (the labels), HITLAB Publishing (the music publishing arm), HITLAB Media (radio and television channels) and HITLAB Fintech (NFT). Web3 and the metaverse are now part of the company’s DNA.

Carl Moore and Stephanie Ritchie. Karl is an associate professor in the Desautels School of Management at McGill University. Stephanie is a journalism student at Concordia University.

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