Friday, August 24, 2018

Can data reveal the saddest number one song ever?

Data journalist Miriam Quick put Spotify new algorithm to the test, analysing over 1000 tracks to find the saddest pop songs to top the charts. The results were surprising. 
When I was 15 I discovered The Smiths, a band whose name had by then long been synonymous with misery. But it was Morrissey’s unique style of being miserable – coquettish and laced with Northern English humour, flipping between self-pity and irony – that appealed to my teenage self. That and the grandiose but intricately layered sweeps of Johnny Marr’s guitar. I’d always cry at the same points in each song: the end of Hand in Glove, the chord changes before the chorus of Girl Afraid, the line in The Queen is Dead where he sings “we can go for a walk where it’s quiet and dry”. I’m still not sure why the last one had such an effect.
Morrissey
The Smiths – frontman Morrissey is shown here in 2004 – have long been synonymous with misery (Credit: Getty)
Two decades later, Spotify has built an algorithm that aims to quantify the amount of sadness in a music track. The streaming service has collected metadata on each of 35 million songs in their database, accessible through their web API, that includes a valence score for every track, from 0 to 1. “Tracks with high valence sound more positive (eg happy, cheerful, euphoric), while tracks with low valence sound more negative (eg sad, depressed, angry)”, according to Spotify. There are similar scores for other parameters including energy (how “fast, loud and noisy” a track is) and danceability, which is exactly what it sounds like.
The valence data has been a gift to bloggers and journalists with data science skills and a taste for the dark side. It’s been used to develop a ‘gloom index’ of Radiohead songs, to reveal the most depressing Christmas song, to find out which European countries prefer sad songs (Portuguese fado really is a downer) and to show that even Eurovision winners are getting gloomier. (A recent academic study, based on data from the open-source audio repository Acousticbrainz, also suggests UK chart hits have become sadder over the last 30 years.)
Radiohead
Valence data has been used to develop a ‘gloom index’ of Radiohead songs (Credit: Getty)
But how can an algorithm – which cannot feel a thing – tell the difference between a happy song and a sad one? “It’s an initially challenging concept, that you would be able to quantify the sadness that a song evokes”, says Charlie Thompson, the data scientist who developed the Radiohead ‘gloom index’ who blogs as RCharlie. Inspired by his approach, I decided to test the Spotify data out for myself using some of the most popular songs of the last half a century – Billboard number one hits. First, I found the names of all the number ones on the Billboard Hot 100 charts since they began in July 1958, a list of 1,080 tracks. Then I matched them to the Spotify data. Only one track wasn’t on Spotify: Over and Over by the Dave Clark Five. So, what’s the saddest song ever to hit number one?
Don’t worry, be happy
Before I reveal its name, let’s consider what you might expect a sad song to sound like. Perhaps it would be in a minor key? “Major modes are frequently related to positive valence, or more specifically to emotional states such as happiness or solemnity, whereas minor modes are often associated with negative valence (sadness or anger)”, explains Rui Pedro Paiva, Professor of Informatics Engineering at the University of Coimbra, Portugal and a specialist in music emotion recognition. Surprisingly, this is not the case among this group of Billboard number ones: while there are more than twice as many major as minor key songs, there’s no difference in average valence between them.
The algorithm is definitely on to something, but it’s not brilliant at coping with Lionel Richie
Perhaps a sad song would be slow, or lacking energy, like the movements of a sad person? This does seem to be the case with Billboard number ones: the lower valence tracks also tend to be lower energy. But some tracks are low valence but high energy – the angry tracks. So a better definition of a ‘sad’ song might be one that’s both negative in its mood and lacking energy, to distinguish it from an angry song. Let’s use both the valence and energy scores to find out the saddest track.
Saddest song chart
[Credit: Miriam Quick. Data source: Spotify, extracted using spotifyr. 1,080 tracks that reached number one on Billboard Hot 100, July 1958 to April 2018, incl double A sides]
This chart would be familiar to music psychologists, who often visualise feelings in terms of valence and energy (or ‘arousal’), and divide them into quadrants based on four basic emotions: sadness, happiness, anger and calm. Sad songs (low valence, low energy) appear in the bottom left corner of the chart, happy songs (high valence, high energy) in the top right, angry songs (low valence, high energy) on the top left and calm songs (high valence, low energy) in the bottom right.
On the whole, number one hits tend to be pretty cheerful – the happy corner has by far the most songs. The most upbeat are Hey Ya!, Macarena (hey!) and Brown Sugar by The Rolling Stones. Don’t Worry, Be Happy is the calmest, most chilled-out song. Eminem’s Lose Yourself is off on its own in the angry quadrant. It’s not shown on the chart, but happier songs tend to be more danceable. And the most danceable number one? It’s Ice Ice Baby by Vanilla Ice, which I can totally get behind. But let’s look at what Spotify’s algorithm considers the most miserable songs, down in the sad corner.
Five saddest Billboard number one songs1958-2018, based on valence and energy data from Spotify
1. The First Time Ever I Saw Your Face – Roberta Flack (number 1 in 1972)
2. Three Times a Lady – Commodores (1978)
3. Are You Lonesome Tonight? – Elvis Presley (1960)
4. Mr Custer – Larry Verne (1960)
5. Still – Commodores (1979)
The saddest song ever to top the charts since 1958, according to the data, is The First Time Ever I Saw Your Face by Roberta Flack, which was number one for six weeks in 1972. It is not a sad song. It is a tender, soulful love song. Three Times a Lady by the Commodores is also a slow love ballad and Mr Custer is a comedy song about a soldier who doesn’t want to fight. Of the five ‘saddest’, only the Elvis track and Still, another Commodores track, could really be described as sad songs. The algorithm is definitely on to something, but it’s not brilliant at coping with Lionel Richie.
Lyrics clearly have a big impact on the mood of a song. The Spotify data appears not to take account of them, although the Radiohead ‘gloom index’ and the other studies do find a way to quantify lyrical sadness using sentiment analysis. So what is the Spotify data based on? They don’t release any information about this, so I ask Glenn McDonald, the company’s Data Alchemist. Yes, that’s his real job title. He’s the man responsible for Every Noise at Once, a visualisation of all 1870 music genres classified by the streaming platform, from ‘deep filthstep’ to ‘Belgian indie’.
Emotion perception in music is inherently subjective: different people might perceive different emotions in the same song – Professor Paiva
The valence dataset was developed using human training data, then extrapolated by machine learning, he tells me. Spotify use the track metadata to help editors make the mood-based playlists the platform is famous for: Happy Pop Hits, Easy 00s, A Perfect Day. “The data can find what a human would never have time to collect, but the human can make subjective and cultural judgments that the machines can’t.” I ask him which audio features the algorithm has learned to classify as happy or sad but he doesn’t (or isn’t able to) reveal much: “Valence is one of our elemental features, so it isn't described in terms of others”. The company is currently improving its emotional classification system by asking its users to tag short track excerpts with mood words. (I tried this and it’s not as easy as it sounds.)
Give it Away by the Red Hot Chili Peppers is 38% ‘loud n’ scrappy’ and 2% ‘alienated anxious groove’
It’s not just Spotify doing this. Gracenote’s Mood 2.0 employs a neural network to classify music tracks in terms of their mood profile, and the results are incredibly specific: Give it Away by the Red Hot Chili Peppers is 38% ‘loud n’ scrappy’ and 2% ‘alienated anxious groove’. Machine learning is also used in the academic field of music emotion recognition. Starting with a pool of tracks verified as having a particular emotional quality, for example a list of sad songs collated using mood word tags applied by human listeners, it’s possible for a computational model to “automatically learn a mapping between music clips and their respective emotions”, Professor Paiva explains. But it’s not an easy task. “Emotion perception in music is inherently subjective: different people might perceive different emotions in the same song.” Another fundamental hurdle is that “it is not well understood how and why some musical elements elicit specific emotional responses in listeners.” Hence my puzzling waterworks at that one Smiths line.
‘Darling, they’re playing our tune’
Machines can now learn, but so far, they lack the idiosyncrasies of humans, our fine-grained cultural knowledge and our ability to put what we hear into a very specific context. Computers lack emotional memories, too, those autobiographical associations that can imbue music with meaning and richness. (This tendency of music to forever remind us of emotionally powerful things that happened to us is known by music psychologists as the ‘Darling, they’re playing our tune’ theory.) “When you hear a song, you might remember where you were when you first heard it, and that will dictate how you’re going to experience that song in the future”, says data scientist Charlie Thompson. “When a machine looks at a song, it just sees a waveform. It doesn’t even really have a concept of time that’s meaningful.” Spotify’s Data Alchemist Glenn McDonald agrees: “Machines don’t ‘perceive’ music in any human sense. Humans have context and emotion and nostalgia and language and dreams and fears. It's like asking how an airplane goes sightseeing. The airplane doesn't. It's just a thing humans use to do human things at a larger scale.”
Roberta Flack
Roberta Flack’s The First Time Ever I Saw Your Face is, according to the data, the saddest song to get to number one (Credit: BBC)
So when a machine learning algorithm classifies the mood of a track, what is it doing? It can’t attempt to classify the emotions you feel when you listen to a song, at least not yet. Instead, “most current Mer [music emotion recognition] systems are focused on perceived emotion”, says Paiva. That is, the emotion or emotions a person identifies or ‘sees’ in a song – Eminem’s tracks are angry; 70s disco is sexy and joyful; this song is sad. (There’s also a third kind, transmitted emotion, which is “the emotion that the performer or composer aimed to convey”.)
Felt and perceived emotion can be quite different, and the ambiguity of the words we use to describe them can bamboozle machines: “when a person uses the tag ‘hate’ it might mean that the song is about hate or that the person hates the song”, says Paiva. At the moment, the best Mer systems are about 70% accurate at recognising static emotions in 30-second musical excerpts, he tells me. That is, if you fed today’s star algorithm 10 song snippets, it would on average label three of them with the wrong emotion. That’s far from perfect, and reducing a track to a single value loses a lot of information about the emotional changes that happen over the course of a track.
Commodores
Two songs by the Commodores – Three Times a Lady and Still – were in the top five saddest Billboard number one songs (Credit: Getty)
But the performance of Mer systems is improving all the time. In five or 10 years’ time they’ll be much better. The technology has many potential uses, according to Paiva, from music therapy through to gaming and advertising: “Mer systems could be used to find songs that match a desired emotional context for some product or scene, or to use the audio information to recognise emotion in video.”
Why stop at music? People’s tastes in books, TV and radio may also offer a window on their soul – Andy Haldane
“We’re at a really interesting moment,” says Nicola Dibben, Professor of Music at the University of Sheffield. Data from online streaming services like Spotify, Pandora, Tidal and YouTube offers exciting opportunities to researchers who want to find out how the acoustic characteristics of music elicit particular emotions in listeners, she says. And the oceans of listening data such services create are potentially a precious source of insights about “people’s actual listening habits”, that is, “what people are really doing with music at a particular moment in time”, whether that’s singing in the shower or crying over a breakup. If those companies share their data with researchers, that is.
The crying game
There is a darker side. In a speech earlier this year, Bank of England chief economist Andy Haldane quoted a study by researchers at Claremont Graduate University (described here) suggesting there’s a link between song sentiment and consumer confidence. The researchers extracted musical and lyrical sentiment data from songs in the top 100 charts from various sources, including Spotify, to show that fluctuations in the average mood of songs could predict the monthly returns of various financial indices. People’s listening tastes appear to shift in tandem with the movement of markets. It’s an extraordinary idea but the logic is plausible: we’re more likely to listen to happy songs in good times, and sad songs in bad times. In his speech, the economist went further: “Why stop at music? People’s tastes in books, TV and radio may also offer a window on their soul.”
Elvis
Of the top five, only Still, and the Elvis track Are You Lonesome Tonight? could be described as ‘sad’ songs (Credit: Getty)
Haldane’s language is rather Orwellian. Do you want to give a suite of streaming companies, broadcasters and publishers access to your soul? Do you want them to sell your data to third parties? What if your soul is hacked? It’s easy to over-dramatise, but the availability of vast amounts of data gathered by music and other streaming sites does create raise questions of privacy, especially when it’s triangulated with other user data such as location, or used to sell us products. These questions could become more urgent if Mer systems learn to guess what might be going on in an individual listener’s mind, to detect the felt emotion, rather than just assigning each track an emotional label. “Unlike a piece of sheet music, vinyl LP or cassette tape, these new musical objects are actively listening to us, too”, write Richard Purcell and Richard Randall about streaming services in their 2016 volume on music listening. Streaming services are gathering data on our listening habits at the same time as, many argue, they’re also changing them via recommendation algorithms.
The window to your soul may reveal more than you think. Research in music psychology suggests musical tastes correlate with personality traits. If you like sad music, you may well be more open to experience and more empathic than someone who prefers their tunes ‘loud n’ scrappy’. But there’s a paradox: sad music is generally pleasurable to listen to. It doesn’t make you sad in the way that happy music can cheer you up, or a scary piano crash in a horror film can freak you out. Theories abound about why sad music should give us this paradoxical pleasure. Do sad songs provide catharsis, a safe space for wallowing in outsourced misery? Do they offer a kind of therapy, an excuse for self-reflection? We just don’t know yet, but the key to understanding why music moves us is going to be more complex than allocating each track one of four basic emotions. Unravelling the tangled web of human felt emotion may be a gargantuan task for machines to master, if we even want them to. Perhaps people simply enjoy the feeling of letting go, of being consumed by the musical soundworld, of being moved to tears. Not sad tears, not happy tears, but tears all the same.

Monday, August 20, 2018

The art and science of being hold

(Credit: Getty Images)

The art and science of being on hold

Not content to let customers sit back and enjoy some light jazz, companies have turned hold music into a marketing exercise.
They say silence is golden. But when it comes to being kept on hold at the end of a phone line, not so much. In fact, in the world of on-hold music and messaging, “silence is the sound of a missed opportunity.” That’s the catchy line used by Mood Media, the world’s leading provider of on-hold and in-store messaging.
Nature abhors a vacuum, particularly when that vacuum is the wait time experienced by a caller on hold with – worst-case scenario – an insurance company or a bank. That’s why hold music was created, as a space filler, a time killer, a way of mitigating the unpleasant no-man’s land of waiting. Well, at least that’s the basic concept. But these days, hold music is viewed as a sonic opportunity for engaging a caller. So, don’t hang up.
These days, hold music is viewed as a sonic opportunity for engaging a caller
“At first the market adopted this idea of using music on hold to decrease the perceived waiting time and also to fill in those awkward moments of silence,” says Danny Turner, Mood Media’s global SVP of creative programming. “And then more and more folks realised that this is a wonderful marketing opportunity in which one can convey messages about what’s happening with the business.”
But first let’s talk about the music.
Musical wallpaper
The stereotypical hold music is an insipid instrumental track, musical wallpaper similar to elevator (or lift) music. This kind of music was pioneered by the Muzak company beginning in the 1930s; typically, it offered instrumental versions of popular songs, albeit recorded by major band leaders of the day.
Over the years this kind of background mood music became so prevalent at workplaces and hotels – with speakers hidden in the potted palms – that it sparked a backlash: the brand name Muzak became a noun with negative connotations. The company went bankrupt in 2009 and was acquired by Mood Media, who ditched the Muzak name forever.
(Credit: Getty Images)
Operators in the Muzak master control room monitor background music programs and make adjustments in New York in 1950 (Credit: Getty Images)
These days Mood Media has around 200 catalogues of music on tap, managed by music designers based all over the world to make sure “every global solution” is “looked at through a local lens,” according to Danny Turner. All of these playlists are rights or royalty-managed to make sure licensing considerations are dealt with, and thus can be used as in-store soundtracks or as hold music. It’s a far cry from the Muzak of yesteryear.
Falling flat
Despite this, the perception that hold music is bad still lingers. To test this, I recently called my doctor’s office hoping to be put on hold. The featured music was a classical guitar that quickly settled into a high-energy repeated groove, followed by a slower second track with ambient strings.
I definitely think hold music has a negative effect on mental health. I argue the main torture results from repetition – Dean Olsher
Neither was especially therapeutic because the sound quality down the phone line was really poor. “I definitely think hold music has a negative effect on mental health,” says Dean Olsher, a New York-based music therapist. “I argue the main torture results from repetition.”
Maybe this hints at the reason why “classic” hold music can drive us crazy. Audio quality on a telephone is often not so good. Because the audio is compressed and delivered without much equalisation, hold-musicologists recommend instrumental music that is textually suited to this kind of delivery (pop songs not withstanding). “You may want to stay away from things that are too lush, or that have dramatic shifts in tempo and energy,” says Turner. “You want to stay away from anything that is abrupt or that could be perceived as abrasive.”
A vintage example of this type of smooth track is the default hold music used by Cisco, the high-tech telecommunications company. The piece, called Opus No. 1, was composed in 1989 by Tim Carleton and Darrick Deel and recorded on a four-track in a garage. The music – with it retro 80s synth and drum loop – was probably destined for obscurity until Deel landed an IT job at Cisco and offered the piece as hold music for Cisco’s phones.
It was installed and more than 65 million phones later is now a global earworm. “It’s so awful and great at the same time,” commented one of the fans of the beloved cheesy track, which has had over 1.3 million views on YouTube alone.
(Credit: Getty Images)
The days of the typical "elevator music" are mostly gone – today's hold music is more about marketing (Credit: Getty Images)
Hold music as a branding tool
Nowadays hold music isn’t left to chance. There are companies like BusinessVoice, which specialises in on-hold marketing for mid- to large-size companies. They see the on-hold experience as an expression of brand identity, mixing music with a verbal message – which sounds closer to a radio advertisement than, say, an easy-listening jazz number.
Business is on board with this marketing-centric approach, if the membership of the Experience Marketing Association is an indication. The EMA, a consortium of agencies which promotes on-hold messaging as a “viable marketing tool”, has chapters in North America, Europe, and Australia. It estimates it serves up to 250,000 business locations, but that’s just the tip of the iceberg; plenty more hold “factories” – from Mood Media ­to small freelancers – serve the on-hold needs of international business.
When creating an on-hold marketing plan for a new client, BusinessVoice initiates a “caller experience” audit. They will determine things like how frequently the same person calls and the longest time a person will be put on hold. If the average hold time is five minutes, for example, a caller doesn’t want to hear a three-minute loop. The company also determines the caller demographic and from there creates its plan to make the call experience better. “You really want to use the time that people wait on hold to make them feel good about your company,” says Jerry Brown, the founder and CEO of BusinessVoice.
What this means is that on-hold music and messaging is necessarily curated according to the needs of the client and the customer. The music and the message are tailored to ensure a positive on-hold experience.
According to Brown, it gets quite scientific. For a company that has a queue for sales and a queue for services, BusinessVoice would create two completely different messages and formats on those separate call experiences. “A lot of time we pick out music based on beats per minute of a song. So, if you’re a customer service line where people are holding for 10 minutes, we don’t want to have high beats per minute. If it’s a sales queue and you’re trying to move people to action, we want to increase their heart rate a little bit,” explains Brown.
The company also pays attention to whether hold music should be in a major or a minor key, offering subtle emotional cues to the caller on hold
The company also pays attention to whether hold music should be in a major or a minor key, offering subtle emotional cues to the caller on hold.
The Grammys of hold music
The world of on hold music and messaging even has its own award. The MARCE Awards (formerly known as The Holdies and which stands for MARketing & Creative Excellence) is an annual competition held by the Experience Marketing Association. This year the four winners included Best Branding/Best of Show by Italian Street Kitchen, an Australian restaurant chain, which features a folky accordion track, ambient street noise, and an Italian-accented voiceover telling the caller “we will be with you presto.”
The “Most Effective” prize went to Behler-Young, a distributor of heating and cooling products based in the US Midwest, for its hold message tagged “I’m Sworn to Secrecy.” Created by BusinessVoice – which has scooped up many MARCE awards over the years – it’s a highly-produced sequence featuring spoof spy music, and a humourous voiceover track that channels Mission Impossible.
Humour on hold is another important concept for engaging callers. “If somebody can make me laugh in that space where there’s usually an ad, I feel more of an affection for that company,” says Scott Greggory, the chief creative officer of BusinessVoice. With a background in radio, Greggory pioneered the idea of making on-hold marketing palatable with what he calls the “spoonful of sugar” approach.
Despite all these sophisticated techniques, it’s fair to say most people loathe being on hold.
“Anything that you force your customers to listen to while they’re on hold for a long time really infuriates them”, says Samantha Mehra, a marketing communications manager at Fonolo, which is a provider of “cloud-based call-backs.” It wants to end hold times forever by offering callers the opportunity to receive a call back. The company powers a community site called #OnHoldWith, which tracks individual tweets ­– in all their visceral and hilarious glory – from frustrated customers kept on-hold across the globe. Airlines in particular come in for a lot of social media flak. Companies are paying attention, especially when these tweets go viral.
Please hold the funk
Click the video above to hear the track, and scroll to the bottom to see what the experts think of our take on hold music. Music by Asen Doykin/Doykin Music, picture by Blaga Ditrow/Lush Life Film.
So, if hold music is about to become extinct, thanks to marketing or technology, maybe it’s time to embrace the wonderful world of hold music one more time.
I call up Asen Doykin, a New York-based jazz pianist and composer who performs regularly at prestigious venues worldwide including Blue Note, Birdland, and Lincoln Center. He has released two albums as a leader and composed numerous pieces of music for film, television, and theatre. If anyone could create a groovy, compelling piece of hold music for the ages, it’s Asen.
Surrounded by banks of keyboards in his home studio, Asen and I talk about how we should proceed. We want to avoid the hold music clichés: repetition, an unchanging rhythm pattern, the lack of harmonic variation. “Hold music hits you with the whole texture at the start, so in order to contrast this, let’s build it up,” Asen explains to me. I watch him lay in some funky jazz chords to open, before we hear the opening theme over an Afro-groove beat. “One thing we’re going to do is create different sections and different forms,” he says.
The opening theme on a classic electric piano evokes the jazz-funk style of Herbie Hancock’s classic album Head Hunters from 1973. “Very Herbie,” says Asen. “But I want to add some avant-garde sound design, maybe more like Radiohead.” He turns to his Prophet, a polyphonic analog synthesizer, sketching out some possible counter melodies over the piano track. It’s pretty thrilling to imagine how great this hold music could be.
At some point, the beat slows into a much slower waltz, over which Asen lays down big impressionistic chords, “kind of like Debussy or Ravel.” To me, the sequence could be the score to a melancholy scene from a classic French film.
“That’s one thing you don’t hear in hold music, a wide palette of emotions,” Asen observes.
Quelle tristesse, I think to myself. But here we are venturing into melancholy territory. As I consider whether it’s okay to actually tear up on hold, the music shifts again and we’re back to upbeat jazz groove. This takes us into the third part of the track when we decide to fade it out. It could go on, of course, but it has to end somewhere. The final track – written and produced by Asen Doykin – we called “Please Hold the Funk.”
Now put me back on hold…
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So how does our tune stack up in the esteemed opinion of the experts? We asked two of the 2018 Holdies judges to give us their take.
This piece “has its pros and cons,” wrote Holdies judge Danielle Schmidt.
She feels the variation and lack of stiff transitions would appeal, and “the lack of a chorus tune feels both refreshing and unfamiliar.”
“The tones are relaxing and feel like background noise, but the instruments and underlying moving lines are interesting, which would keep the caller engaged, maybe even distracted from being on hold.”
She says the song’s slow start may confuse the caller, so a better starting point would be at the 30-second mark when the pace picks up. Schmidt says the pace slows again at 2:22, and “feels like a loss of energy”.
Her verdict? “I would recommend parts of this tune as hold music.”
On Hold Company CEO Bryant Wilson liked the piece overall, writing that the "pace of the music is pleasing and suitable to a hold environment.”  Less appealing were “the electronic music synthesizer sweeping sounds used in the music production.”
According to Wilson, because a telephone hold queue only has 3500Hz of bandwidth, sounds like this will often be distorted and can detract from the overall musical production.
“It's important that when choosing music to be played on hold that bandwidth and compression of today's telephone environment be a factor in deciding how well a piece will fit in the overall mix.”
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