Polyphonic Hmi: Mixing Math and Music

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Executive Cover Memo

Subject: Polyphonic HMI: Mixing Math and Music

This is to recommend that Hit Song Science should market its product and services to record labels attempting to catch a larger share of the market. BACKGROUND
Polyphonic HMI is preparing to launch Hit Song Science, which analyzes the mathematical characteristics of music compared to past music hits, making it possible to determine a song’s hit potential. Music characteristics can be analyzed by math such as melody, tempo, pitch, rhythm, etc. because hit songs have common mathematical properties. Polyphonic’s Hit Song Science could be valuable for three target markets: record labels, producers, and unsigned artists. There are benefits to marketing HSS to all three markets. Once a decision is made on the target market, a suitable marketing plan will need to be developed. RECOMMENDATION

Polyphonic should target Hit Song Science to record labels. Universal’s North American market share is so dominant that other record labels including EMI, BMG, Sony, Warner, and the Independents are dwarfed in comparison. This leaves a large market for Hit Song Science’s services. Polyphonic will have a selling price of $150 per song, or $1500 per ten-song album. HSS will be promoted as a commitment to success.

NEXT STEPS
Polyphonic now needs to review the A&R Registry that they have acquired and start getting in contact with the A&R people at the major and independent labels. Once they have made contact with the record labels, Polyphonic then needs to start promoting HSS to them. If it is necessary, free trial offers and price discounts will be offered.

Table of Contents
Situation Assessment…………………………………………………………………………...1 SWOT……………………………………………………………………………………………1 5 C’s……………………………………………………………………………………………...2 Defining Problem/Decision Area………………………………………………………………3 Identification and Evaluation of Alternatives……………………………...………………...3 Recommended Course of Action………………………………………………………...…….6 4 P’s……………………………………………………………………………………………...7 Overall Evaluation………………………………………………………………………………8 Table A………………………………………………………………………………Appendix A Math……………………………………………………………………………….…Appendix B

Situation Assessment
Polyphonic HMI has a new product in the well established, huge music industry. Mike McCready, CEO is hopeful he can help the industry by predicting what songs will potentially be hits and which songs should be dumped using science and math. First an analysis of SWOT and the 5 C’s will give Mike some information to consider. SWOT

Strengths:
4 of the 5 top managers have Ph.Ds in math, physics, and engineering. •Polyphonic is a subsidiary of Group AIA, a company that has expertise in artificial intelligence and natural sciences. •3 top managers and the advisory board have a background in music. •Devotion- McCready agreed to forgo his monthly paycheck for stock options because the company needed money when funds were low. Weaknesses:

Initial sales calls were not met with welcome arms. Instead, looks of boredom and disbelief that science can play a role in predicting successful music. •The prediction is correct 80% of the time.

First attempt at marketing the technology to be used in retailers failed because hardware partners could not be found. Opportunities:
The technology would assist Producers and A&R in deciding if a song will be a “hit” instead of trusting their “gut feelings.” •No competition in the industry
Music characteristics can be analyzed by math such as beat, pitch, tempo, etc. because hit songs have common mathematical properties. •Music industry worldwide has a net worth of $32 billion. Threats:

A totally new innovation brings skepticism to a well developed industry. • The music industry is volatile. Polyphonic may not have the financial backing to ride the rollercoaster. •Falling music sales due to online piracy.

There are 10,000 artists in the U.S. and Europe and only several hundred have name...
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