Despite an apparent ever greater reliance on the power of data and the benefits it can bring, the role of the human has been reasserted.
Google and Apple are putting a greater faith in the human touch when it comes to music. Twitter too has added human curation as part of its new Moments service.
So a total reliance on data appears not to offer all the solutions. These companies obviously see a commercial opportunity in their moves. It could be argued that it might help to overcome the impersonal nature of a data-only approach and some of the worries about how data is being used.
Having a human involved suggests that real thought and care has been taken, an element considered missing with a data only approach.
Now where is that new SuBo album?
“We make curators take the Susan Boyle test. We ask these people – and remember, these are music geeks, they’re really seriously into music – to please put together a playlist that features Susan Boyle, that you think a Susan Boyle fan would love. If they can’t do that …”