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Pandora Town Hall Meeting
 
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Bradford Day
Kurtis
Pandora
Oct. 4, 2006
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Before our late lunch, Tim had met with the University's music department where many of the students were interested in hearing how Pandora got its start and where Tim found the start up capital to launch his company. Since visiting so many campuses, Tim has noticed that today's students are plugged into the online community now more than ever before. The "wiki-mindset," as Tim described it, keeps college students connected through online communities such as myspace.com and facebook. And these connections ultimately guide students towards new music as well as helping spread the word about Pandora's town hall meetings, which Tim rarely promotes outside of the Pandora blog and the occasional radio or local newspaper announcement. It is not an unusual occurrence to have RSVPs for 30 town hall attendees and end up with over 100 attendees!

After our lunch, Tim and I headed just down the street to the local music shop to pick up a few CDs of Charlottesville-area music. Much of Tim's time is spent searching for local and independent music to add to the Pandora servers. His state to state travels double as CD hunting trips and record stores are also great places to promote the town hall meetings. Speaking of which, let's move on to later in the evening.

The Gravity Lounge in C-ville played host to our meeting. Gravity Lounge is a fantastic local live music venue with a broad, low stage, casual styling and bookcases full of free to read literature lining the walls. Think of it as what pretty much every coffee house in Seattle looked like in the early 1990s. It was a perfect setting to discuss the present and future of digital music.

Tim began with a history of Pandora. The road was not easy for a tech-based company starting right at the end of the technology boom. The company slid in just as the bubble was bursting but managed to stay afloat. Success wasn't easy, however. For a couple years the company made no money and none of Tim's employees took a salary. Nearly six years later, Pandora was ready to launch their live music service to a select group of friends and colleagues, just to test it out before unleashing it upon the internet dwellers. A handful of invites were sent out and about 5000 listeners logged onto Pandora!well beyond the number of invitations. They knew they had something special.

But Pandora didn't start out as a free service. Initially Tim had hoped a subscription-based service would bring in the dough. But not as many people were willing to pay for Pandora as was hoped so the decision to go free was conceded. Money would come from advertisers whose ads would be seen, and not heard, on the Pandora page as music played. In November of 2005 the free Pandora.com service was opened to the world. And, after a demonstration at a blogging convention a few months later, the flood gates finally opened as word about Pandora spread like a virus from large blogs to small. Now Pandora adds about 15,000 users a day to their roster of over 3.5 million registered users (as compared to 1.7 million back in May when I first interviewed Tim). And even though licensing restrictions limit Pandora's range to users living within the United States (a zip code entry form at sign up is supposed to sort out Auslanders) international users have caught on as well. (Stangely enough the most common zip code entered is 90210!go figure).

All the while, Pandora's music analysts keep themselves sufficiently busy dissecting each song played on Pandora assigning attributes based on about 400 individual musical criteria. And since the inspiration for the Pandora service came from Tim's initial project called the Music Genome Project, these attributes are called "genes." Each of the ~400 genes give every individual song a unique pattern file that is used to relate each song to one another. When users provide like/dislike information Pandora's computer algorithms use these "genetic IDs" to choose your personalized, dynamic playlist. And, as you can imagine, Pandora needs lots of computing power to dynamically pump out high quality 128 kbps music to all their users. Pandora operates on a 20GB pipeline and is the third largest consumer of bandwidth in the U.S.

Now it was time for questions. A crowd of about 50 attendees were more than willing to bombard Tim with suggestions, questions and accolades for over an hour. Most of the people in the audience were Pandora listeners, like me, who had likes and dislikes for the service or interface. And while the folks at Pandora are constantly upgrading and enhancing the site, they are always open to suggestions. Some of the more colorful were to include not only bands and songs, but emotional input as well such that users could select "happy" music for instance!an idea that most likely will be tough to teach to the computers calculating the final algorithmic selections. Many people asked why they aren't able to see why Pandora chooses each song for their playlists. And while Tim did admit it would be easy to do, giving away the heart and soul to anyone who asks kind of takes away the whole purpose of Pandora in the first place. I could fill pages upon pages detailing what each attendee asked. For those of you who are interested, a majority of the question and answer session can be downloaded here. Sorry I didn't catch the meeting in its entirety; my voice recorder was being a pain.

I thoroughly enjoyed the opportunity to meet with Tim Westergren. Pandora is a fantastic service and Tim obviously loves what he's doing. The town hall meetings are a great way to learn more about the company and the digital music industry in general. These meetings are something that iTunes and Rhapsody will never be able to replicate. Tim's down home approach to digital music delivery is something that rarely occurs in the music industry. Where Steve Jobs and Bill Gates pimp their services at large press-centered events like CES and MacWorld, Westergren has gone straight to the core audience with a smile and a handshake. And it is this indie music mindset that sets Pandora apart from the other services. Do yourself a huge favor and cruise over to Pandora.com and set up a few channels of your favorite music!for FREE! And if you happen to see that Tim is coming to your town, definitely don't miss the show.

Thanks again to Tim for sparing an hour of his time to meet with me and discuss one of my favorite topics, music. Good luck with the rest of your journeys!

I recorded ~45 minutes of the Town Hall Meeting, download that here. (Right click and save as...)

 
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1 User Comment
1 - Posted by baristabrian on April 18, 2008 - 3:47 am

Like just about everybody else, I've come close to despair while trying to discover "new" music. While Pandora is replete with flaws related to the implementation of a worthy concept (use technology to make it easy for human beings to discover new music similar to their tastes), it pretty much does what it sets out to do.

That's where the good news ends. If your attitude towards music is the same as some people's attitude towards *food* (they'll eat *anything*), then, by all means, check out Pandora. Gorge yourself.

Here's the reality: Pandora's "library" (unlike the apparent shills working for CNet who plugged it in this review who optimistically referred to it as "surprisingly deep") seems to me to be disappointingly shallow. Really.

If you believe the hype, Pandora has at its disposal some incredible software algorithms (yada yada) to identify some sort of meta-physical/spiritual secret "code" or something that can (again, in theory) be used to find all of the music in their, uh [coughing], "deep" library that matches a given person's particular tastes --- hence, the name "Music Genome Project."

I tried plugging in several of my favorite artists to "seed" a new "Station." The new Music Station (in theory) should take advantage of all this great, whiz-bang technology, and PRESTO! A virtual Radio Station that not only exposes me to "new" music, but new music I like.

How does it work?

Well, it depends on your perspective. As I already mentioned, there are differences in the way different people enjoy music. Of course, otherwise, what would be the need of this, uh, service anyway? Like with food, we could all just be, uh, "eating" the musical equivalent(s) of Soylent Green or something. You get the idea.

But, here's the way it works. I *tried* plugging in some fairly well known New Age artists --- not obscure and unheard of my any means.

NOT FOUND. Yada yada. OK. I tried some others. I started my own station. Great. Now, just kick back and have the wonderful technology provide me with all sorts of musical delights that I can savor and enjoy for the first time.

Kind of like going to your favorite Thai (you love Thai food, right?) restaurant and pointing to something on the menu you never tried before (maybe because you couldn't even pronounce it or something), soon find out how what goodness you've been missing.

But, it doesn't work out that way. Not only could I not seed (or start) a new station with some of my favorite artists from some well know labels, but the songs that were played were consistently losers. Not too much unlike food that, if I were literally starving, I would, in theory, eat. But *only* if I were starving.

Sorry, but I am not starving for music that badly. My music collection is already substantial and, yes, it's getting increasingly difficult to discover, uh, "new" music that I actually like.

What amazes me is how many songs were played that I felt obliged to give a "Thumbs Down" to. Guess what? Six thumbs down (essentially, a "Fast Forward" function) per hour. Period.

How would you like to be limited to *six* uses of your Fast Forward on your CD player or iPod per hour? Yeah, yeah, I know. Pandora's licensing agreements (yada, yada) don't allow for more than that. So what's the point?

It's like saying, tell us what you like, and we'll give you a coin to flip. Every time it comes up "Heads," well play a song you like. Except that I found myself getting "Tails" about two thirds of the time. Out of thirty songs or so that played, I ended up hearing a few that I actually gave "thumbs up" to because I really liked them. The others, I merely endured because I had to.

This service just doesn't work for me. Even the artists [those whom I plugged into the system to help it generate musical genetic matches] songs that played were often undesirable. Funny, sad, but true. Like, wow, how could "they" (OK, the *software*) find so *many* songs I *don't* like by an artist I *do* like?

Like, man oh man, I've heard of "Single 'B' Sides," but this really was ridiculous. I decided to try an experiment. Like most people, I've never heard a Beatles song I didn't like. Well, hardly. Even their "B" sides were frequently hits or, at least, popular.

So, I tried to Create a New Station with the Beatles as the artist I wanted to "seed" it with. Guess what? Yep, not in their, uh, "deep" library.

Well, the purpose is to discover new music, and, arguably (like most people), there is probably no Beatles tune that I haven't ever heard. Fair enough. Well, not wanting to give up on my experiment, I tried the Rolling Stones.

Success! My new station was created and, lo and behold, the first song played was by The Rolling Stones. As fate would have it, it was, in fact, some obscure (ala Grateful Dead) live recording of Street Fighting Man that sucked. Really. So, after a prompt "Thumbs Down," I was rewarded with another song by the Stones I never heard before, Mixed Emotions. I hated it.

In frustration, I couldn't help but wonder if *anybody* finds Pandora truly *useful* for discovering music they *really* like. I tried eMusic and, mostly by chance and reading the reviews of other Average Joe's (and Jill's), I actually found some stuff I really liked.

Over all, Pandora is a great big disappointment to me that doesn't even come close to living up to the hype.

Again, your mileage may vary. Perhaps you don't care that much about what sort of food you eat, either.

More power to you.

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