A computational model for predicting perceived musical expression in branding scenarios
Steffen Lepa, Martin Herzog, Jochen Steffens, Andreas Schoenrock, Hauke Egermann · Journal of New Music Research · 2020
We describe the development of a computational model predicting listener-perceived expressions of music in branding contexts. Representative ground truth from multi-national online listening experiments was combined with machine learning of music branding expert knowledge, and audio signal analysis toolbox outputs. A mixture of random forest and traditional regression models is able to predict average ratings of perceived brand image on four dimensions. Resulting cross-validated prediction accuracy (R²) was Arousal: 61%, Valence: 44%, Authenticity: 55%, and Timeliness: 74%. Audio descriptors for rhythm, instrumentation, and musical style contributed most. Adaptive sub-models for different marketing target groups further increase prediction accuracy.