iHeartMedia laid off hundreds of radio DJs. Is AI to blame? - The Washington Post - 0 views
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When iHeartMedia announced this month it would fire hundreds of workers across the country, the radio conglomerate said the restructuring was critical to take advantage of its “significant investments … in technology and artificial intelligence.” In a companywide email, chief executive Bob Pittman said the “employee dislocation” was “the unfortunate price we pay to modernize the company.
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But laid-off employees like D’Edwin “Big Kosh” Walton, who made $12 an hour as an on-air personality for the Columbus, Ohio, hip-hop station 106.7 the Beat, don’t buy it. Walton doesn’t blame the cuts on a computer; he blames them on the company’s top executives, whose “coldblooded, calculated move” cost people their jobs.
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It “ripped my [expletive] heart out,” Walton said. “The people at the top don’t know who we are at the bottom. They don’t understand the relationships and the connections we had with the communities. And that’s the worst part: They don’t care.”
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The dominant player in U.S. radio, which owns the online music service iHeartRadio and more than 850 local stations across the United States, has called AI the muscle it needs to fend off rivals, recapture listeners and emerge from bankruptcy
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The company, which now uses software to schedule music, analyze research and mix songs, plans to consolidate offices around what executives call “AI-enabled Centers of Excellence.”
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The company’s shift seems in line with a corporate America that is increasingly embracing automation, using technological advances to take over tasks once done by people, boosting profits and cutting costs
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While the job cuts may sound “inhumane,” she added, they made sense from a Wall Street perspective, given the company’s need to trim costs and improve its profit margins.
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“This is a typical example of a dying industry that is blaming technology for something that is just absolutely a reduction in force,”
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iHeartRadio spokeswoman Wendy Goldberg declined to make executives available for comment or provide a total layoff count, saying only that the job cuts were “relatively small” compared with the company’s overall workforce of 12,500 employees
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iHeartMedia was shifting “jobs to the future from the past,” adding data scientists, podcast producers and other digital teams to help transform the radio broadcaster into a “multiplatform” creator and “America’s #1 audio company.
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the long-running medium remains a huge business. In November, iHeartMedia reported it took in more than $1.6 billion in broadcast-radio revenue during the first nine months of 2019, and company filings claim that a quarter of a billion listeners still tune in every month to discover new music, catch up on the news or hear from their local DJs.
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Executives at the Texas-based company have long touted human DJs as their biggest competitive strength, saying in federal securities filings last year that the company was in the “companionship” business because listeners build a “trusted bond and strong relationship” with the on-air personalities they hear every day.
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The system can transition in real time between songs by layering in music, sound effects, voice-over snippets and ads, delivering the style of smooth, seamless playback that has long been the human DJ’s trade.
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its “computational music presentation” AI can help erase the seconds-long gaps between songs that can lead to “a loss of energy, lack of continuity and disquieting sterility.”
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One song wove cleanly into the other through an automated mix of booming sound effects, background music, interview sound bites and station-branding shout-outs (“Super Hi-Fi: Recommended by God”). The smooth transition might have taken a DJ a few minutes to prepare; the computer completed it in a matter of seconds
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Much of the initial training for these delicate transitions comes from humans, who prerecord voice-overs, select songs, edit audio clips, and classify music by genre, style and mood. Zalon said the machine-learning system has been further refined by iHeartMedia’s human DJs, who have helped identify clumsy transitions and room for future improvements.
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“To have radio DJs across the country that really care about song transitions and are listening to find everything wrong, that was awesome,” Zalon said. “It gave us hundreds of the world’s best ears. … They almost unwittingly became kind of like our QA [quality assurance] team.”
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he expects that, in a few years, computer-generated voices could automatically read off the news, tee up interviews and introduce songs, potentially supplanting humans even more. The software performed 315 million musical transitions for listeners in January alone.
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The company’s chief product officer, Chris Williams, said last year in an interview with the industry news site RadioWorld that “virtual DJs” that could seamlessly interweave chatter, music and ads were “absolutely” coming, and “something we are always thinking about.”
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That has allowed the company, she said, to free up programming people for more creative pursuits, “embedding our radio stations into the communities and lives of our listeners better and deeper than they have been before.”
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In 2008, to gain control of the radio and billboard titan then known as Clear Channel, the private-equity firms Bain Capital and Thomas H. Lee Partners staged a leveraged buyout, weighing the company down with a mountain of borrowed cash they needed to seal the deal.
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The audacious move left the radio giant saddled with more than $20 billion in debt, just as the Great Recession kicked off and radio’s strengths began to rust. The debt would kneecap the company for the next decade, forcing it to pay more toward interest payments some years than it earned in revenue.
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In the year the company filed for bankruptcy, Pittman, the company’s chief and a former head of MTV and AOL, was paid roughly $13 million in salary and bonus pay, nearly three times what he made in 2016
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The company’s push to shrink and subsume local stations was also made possible by deregulation. In 2017, the Federal Communications Commission ditched a rule requiring radio stations to maintain a studio near where they were broadcasting. Local DJs have since been further replaced by prerecorded substitutes, sometimes from hundreds of miles away.
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Ashley “Z” Elzinga, a former on-air personality for 95.6 KISS FM in Cleveland, said she was upbeat about the future but frustrated that the company had said the layoffs touched only a “relatively small” slice of its workforce. “I gave my life to this,” she said. “I moved my life, moved my family.
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Since the layoffs, they’ve been inundated with messages from listeners who said they couldn’t imagine their daily lives without them. They said they don’t expect a computer-generated system will satisfy listeners or fill that void.
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“It was something I was really looking forward to making a future out of. And in the blink of an eye, all of that stopped for me,” he said. “That’s the painful part. They just killed what I thought was the future for me.”