Case Philopony

Polyphonic HMI: Mixing Music and Math

Polyphonic HMI was founded in 2002 an is a subsidiary of Grupo AIA, their goal is innovate and Change the way the music industry understands hot songs and develops artist.

In 2003, the management team of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that they believed had the potential to create tremendous value for the music industry.

As a business analysis internally I can say that they develop the HSS (Hit Song Science) technology to fit the constantly changing need of the music industry and externally that they work with music labels to inform about hit songs and top albums.

The technology, referred to as Hit Song Science (HSS), analyse the mathematical characteristics of music and compared them with characteristics of past music hits, making it possible to determine a song’s hit potential.

The industry has always used two criteria to determine if a song will be a success:

1. If the song sound like a hit.

2. If they have and idea how they can bring the artist and the song to the market.

The situation analysis is that they want to launch, what they consider a sophisticated, new, revolutionary software product in the music industry with a strict budget and time constraints and therefore must define a target market and a marketing plan.

However, Polyphonic is facing three potential target customer segments that have several unique aspects.

* Record Labels: HSS could be helpful in deciding whether to market an album in selecting which so release first and in testing new artist looking for a record deal.

* Producers: HSS offered a chance to test the songs of the albums at some stage during the production process and “tweak” them to maximize their hit potential.

* Artists: HSS could add value in that it helped them check the hit potential of their songs and thus find out whether they had a shot at making in the industry.

As a Competitor no...