An Interview: Text Analysis for the Future of Music

Nick Szabo at Swizzle: An Interview: Text Analysis for the Future of Music
Caption(L-R): dog, Nick Szabo (COO) and Grey Geppert (Data Strategist)

Nick Szabo is no ordinary tech guy. As Chief Operating Officer at Swizzle Labs, he plays a significant role in the expansion of the company in Asia Pacific. With Swizzle, his expertise in revolutionising the new media space resulted in the receiving of the Innovation Award presented by St Louis Business Journal. What puts him and his company way above others as a leading startup has been catching attention from some of us in the music industry.

Curious as to how artificial intelligence can pull insights out of large amounts of content in the context of the music industry? This marketing research company may just have some of the answers for you.

Q: You’ve mentioned that this technology is now being used in the medical and finance fields. Why has it only just started for the music and streaming sector? (we are referring to online content platform such Youtube, Soundcloud, etc.)

Some of these technologies are being used in the entertainment space, however, it is typically ignored because traditional businesses such as finance and medical has more funding and are usually more willing to spend money on speculative technology. There is always a feel-good factor to curing cancer that works well with PR.

Q: How will this specific technology change the music scene and benefit a label, musician or a digital service provider?

Without losing the insight capabilities people have when they read, this technology is basically geared towards reading on a level that is beyond what people can do, hence, perfect for this industry.

Imagine a songwriter who could read every single comment on various social media platforms simultaneously, or see trending topics and phrases come online even before they become well-known. That songwriter can then translate these relevant feedbacks and information into their music composition – keeping them up-to-date in real time.

Or imagine being able to read what everyone said about every song in a given genre. You could use this knowledge [assuming you could remember everything] to predict how well a song will be perceived on a totally new level.

“This intelligence gives us the ability to listen to audiences’ feedback the way we do now, magnifying it to the power of the internet and taking it well beyond the capabilities of a human being.” — Nick Szabo

Q: Does that mean this technology could solve all problems related to customer service?

No, of course not. This technology is giving companies better information about their customers. It’s up to the company to use the information to improve customer service; any industry has their own set of problems including the music industry. That said, this tech does improve customer service, on a big scale.

Q: Who is your clientele?

Due to the non-disclosure agreement between us and our clients, we are not able to disclose who they are. However, it is safe to say that we work with major MNCs, music labels, gaming companies, beauty & fashion houses and marketing agencies all over Asia and the US.


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Nick Szabo currently leads the Swizzle’s US office. Prior to Swizzle, Nick has 11 years of experience in digital marketing, research and business development across the US and Korea. He has operated digital marketing companies, advised corporations in their marketing efforts, led and grown sales teams across multiple sectors, and advised international companies in new market entry strategies. Nick attributes his success and good fortune to his ability to analyse situations. For more information on Swizzle, please click here.  Twitter: @swizzleglobal    

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