Polyphonic Hmi: Mixing Music and Math

749 Words Feb 17th, 2012 3 Pages
Polyphonic Hmi: Mixing Music And Math
1 PROBLEM STATEMENT
After failing at their first attempt to enter the music industry, Polyphonic HMI (hereinafter referred to as the “Company”), is releasing Hit Song Science (HSS), software used to predict future hit songs with 80% accuracy. An integrated marketing strategy, needs to be developed to launch an innovative product, in an industry typically known for “gut instinct” and therefore likely to meet strong customer resistance. Thus there are two key challenges to address: what is the target market and desired positioning of HSS and what is the plan for marketing this product to achieve that positioning, given a tight “shoestring” budget.
2 SITUATION ANALYSIS
Polyphonic HMI wants to
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Producers are similar to A&R people but can also be engaged in many other different aspects of the production chain from editing the song to marketing the artist. Finally, the largest target customer segment is the unsigned artists, comprising tens of thousands of individuals desperately hoping to secure a recording contract with labels, while working on a tight budget.
The Polyphonic HMI Company is a subsidiary of Barcelona based Grupo AIA and was established in 2002 to market a tool that uses a process to “number crunch” music into its constituent mathematical characteristics, such as tempo, harmony, etc. Based on these, a dotted visual representation is created where songs with similar characteristics are positioned close to each other, thereby creating a mapping of known hit songs, that they call hit clusters (see Exhibit I). The extent to which new releases “fit” those clusters should indicate their hit potential. While not known to the music industry, Polyphonic HMI has already attempted a market penetration with a music recommendation system (based on the HSS core technology) to be used close to the end of the value chain, the retailers, to support them in increasing sales to consumers. Declining market conditions did not make this a successful attempt. Albeit, the Company works with a small group of scientists and has the ability to borrow specialized resources from the parent Company, keeping running costs

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