SCIS & ISIS 2010, Dec. 8-12, 2010, Okayama Convention Center, Okayama, Japan
Kansei J-POP Hit Factors Analysis
Toshihiro Kaino Tomohiro Suzuki Aoyama Gakuin University DHL Japan, Inc. 4-4-25, Shibuya, Shibuya, Tokyo 1-37-8, Higashi-Shinagawa, Shinagawa, Tokyo E-mail: [email protected]
Abstract - Diversification of consumer needs and Ⅱ. HIT FACTORS OF J-POP MUSIC BUSINESS digitization change the music industry more competitive. Record labels must raise the hit J-POP is an abbreviation for Japanese popular music, probability in the music marketing. However, most of but there is no concrete definition. music marketing researches are qualitative. In this Ugaya[9] defines J-POP as the Japanese urban and paper, the hit factors of J-POP music are analyzed international music that makes a favorable impression with Kansei information processing. Concretely, 25 upon the young peoples of the day. This definition will J-POP music songs of the Oricon yearbook 2007 are be accepted in this paper. By the way, it is thought that analyzed by the semantic differential method and the hit factors of J-POP music will be roughly classified factor analysis. Moreover, Kansei J-POP hit factor by music songs, artists, promotion, and social factors analysis is evaluated by interview surveys of two (Refer to Figure 1) business persons in music industry.
Social Factors Ⅰ. INTRODUCTION Trend of the time, fashion, current topics, phenomenon, historical events, … The record labels need the marketing research that raises the probability of the hit music because consumer needs are diversified in the music market. There is a lot Promotion of qualitative research, but a few quantitative one in Tie-up, advertisement, actual music marketing research area. sales, distribution For instance, Kameda[1] introduced qualitatively the paper about the hit mechanism in music business. Ishii Artist Music numbers and Yoshida[2],[3] introduced quantitatively the Personality, Genre, lyrics, mathematical hit model about J-POP(Japanese Popular performance, music instruments, music) songs. Moreover, Sugihara et.al.[4][5] introduced Well-known, melody, tempo, Influence, … rhythm, … the paper about songs for school children by SD(Semantic Differential) method and Factor analysis and the paper about Kansei words for the music search engine. Matthew et.al.[6] introduced the paper about hit Figure 1. Hit factors of J-POP music factors of music songs on the virtual web music market. Therefore, Suzuki and Kaino[7] introduce the paper A music song is composed of the genre, lyrics, melody, about the hit factors and the mechanism on the music rhythm, tempo, and music instruments. Kameda et.al.[1] market by Kansei information processing, but number of researched about these factors, qualitatively. examinees and selection of sample music songs are Composers, songwriters, arrangers, and players are insufficient. called as artists. Player’s popularity, performance and In this paper, J-POP music songs on “Oricon music personality are the most important for success of the ranking yearbook 2007[8]” will be analyzed about hit music business. And, popularity and performance of music factors by Kansei information processing. To be composers, songwriters, and arrangers (They are called concrete, 50 examinees will listen to 25 music songs and as producers or directors.) also influence the success of answer the questionnaire by the SD method using the music business. The record labels, productions, and the adjective pairs of the Kansei words. Next, the results of retail stores typically promote their artists and music these questionnaires will be extracted the hit factors by songs by tie-up, the artist's appearance on the television the factor analysis. If the hit factors are extracted, the programs, and special sales in front of the shop, etc. music business players will carry out the effective Salganiket.al.[10] introduce that a social factor (trend of marketing activities on the music business area. the time, fashion, current topics, phenomenon, historical events, etc.) is the fundamental hit factor and influences
349 the popularity of artists, messages of music songs, tie-up, Tabel 1. Sample music songs of questionnaire and consumer mentality. No. Artist name Music name Oricon In this paper, 25 music songs will be analyzed by ranking Kansei factors of 50 examinees, quantitatively. 1 V6 Good day! 87 2 Kra Heart Balance 936 3 angela Peace of mind 453 Ⅲ. J-POP HIT FACTOR ANALYSIS 4 KOTOKO Being 270 5 WAT Bokura no Love 163 1. PURPOSE OF THIS RESEARCH Story 6 Chatmonchy Shangrila 299 In this paper, it is the purpose that Kansei hit factors 7 Plastic Tree Namida Drop 967 will be quantitatively picked up and examined to apply 8 GRAPEVINE FLY 810 the actual music business. If the hit factors are extracted, 9 AAA Q 539 the music business players will not only qualitatively, but 10 Yumi Mattoya Niji no shita no 567 also quantitatively design the music songs by the doshaburi de listener’s Kansei factors and carry out the effective 11 Katte ni Cherry the dust man 678 marketing activities on the music business area. shiyagare
12 Haruka Kiri no mukou ni 867 2. OVERVIEW OF THIS RESEARCH Simoduki ＋ tunagaru sekai
Revo 50 examinees will listen to 25 music songs that are 13 SOUL,d OUT Starlight Destiny 309 selected from “Oricon music ranking 2007 yearbook”, and answer the questionnaire by the SD method using the 14 Every Little Azure moon 343 adjective pairs of the Kansei words. Then these results Thing are analyzed by factor analysis. 15 w-inds TRIAL 215 16 Nice Kimi wa kimi 785 3. PROCEDURE Hashimoto 17 Azumi Uehara Himitsu 995 (1) KANSEI WORDS 18 Rimi Sayounara Arigatou 635 In this paper, the questionnaire will be designed by 40 Natsukawa adjective pairs (for example: “bright” and “dull”) of 19 Rinka XXX 739 Kansei words in Sugihara et.al.[4]. 20 Ai Kawashima Taisetsu na Yakusoku 539 21 Morning Ambitious!Yashi-teki 195 (2) GRASP OF SEMANTIC SPACE musume de iijyan 50 examinees will listen to 25 music songs that are 22 Shonan no kaze Junrenka 8 selected from “Oricon music ranking 2007 yearbook”, 23 Jun Shibata Hana hubuki 452 and answer the questionnaire by 5 graded criterions 24 Kohji Kikkawa ONE WORLD 655 using the adjective pairs of the Kansei words. Then these 25 ASIAN World Appart 129 results will be analyzed by factor analysis and grasp the KUNG-FU semantic space. Then, Kansei words of each factor will GENERATION be classified and the representative Kansei words will be extracted. The sample music songs are chosen at random from among 5 ranking stages (1-200, 201-400, 401-600, Ⅳ. RESULTS OF QUESTIONNAIRE SURVEY 601-800, 801-1000). Here, foreign music songs are taken AND ANALYSIS off because of the J-POP’s definition. Examinees should listen and answer the questionnaire at random. Each Results of questionnaire survey using the SD method sample music songs will be played from introduction to will be analyzed by the factor analysis of “SPSS first chorus because of examinee’s load. 50 examinees (1 (Statistical Package for the Social Sciences)”. A principal professor [49 years old] and 49 students [20-24 years axis factoring is used for factor extraction and a varimax old]) with Kaino Seminar in the school of business, rotation is used for rotation method with 14 rotations. Aoyama Gakuin University, listen 25sample music songs The factor loadings of factor analysis are introduced in and after answer the questionnaire with 40 adjective Table.2. pairs (Kansei words). 50 examinees listen to the music Adjective pairs (Kansei words) of 3 Kansei major for 1 hour or more, every day. Sample music songs of factors will be extracted, if the absolute value of factor questionnaire survey are shown as Table 1. loading is more than equal 0.6. Attributes of extracted factor is shown as Table 3.
350 Table 2. Factor loadings belong to peaceful Kansei factor, Y-axis is the mean of factor loadings of adjective pairs belong to novel Kansei factor.
novel Tense and Peaceful and novel group novel group
Tense and Peaceful and peaceful group common group
common
tense peaceful
Figure 2．Scatter plot (X-axis: peaceful, ・Y-axis: novel)
In Figure 2, 11 sample music numbers belong to peaceful and common group with positive number of X-axis (peaceful) and negative number of Y-axis (novel). The mean of sales volume in this group is 67,573 CDs that is the top sales volume. Music songs in peaceful and Table 3. Attributes of extracted factor common group are slow tempo and almost don’t include Adjective pairs attribute the artificial electronic sound. And, foreign languages refreshing, clear, calm and abbreviations are not used in the most of music impressive, comfortable, peaceful song’s lyrics.
8 sample music songs belong to peaceful and novel 1st group with positive X-axis (peaceful) and positive Y-axis factor gloomy, opaque, unmoving, (novel). The mean of sales volume in this group is uncomfortable, irritable tense 39,832 CDs that is the second sales volume. Music songs Fresh, sensational, in peaceful and novel group are up tempo and include the strikingly, revolutionary, novel artificial electronic sound. And, foreign languages and new abbreviations are used in the most of music song’s lyrics. 2nd 4 sample music songs belong to tense and novel group factor with negative X-axis (peaceful) and positive Y-axis conventional, ordinary, common (novel). The mean of sales volume in this group is dull, traditional, dear 23,272 CDs that is the third sales volume. Music songs cheerful, bright, happy, in tense and novel group are up tempo and include the light, merry joyful artificial electronic sound. And, foreign languages and 3rd abbreviations are used in the most of music song’s lyrics. factor Moreover, the beat is subdivided into multiples of the quiet, dark, unhappy, basic pulse. profound, gloomy sorrowful 3 sample music songs belong to tense and common group with negative X-axis (peaceful) and negative For the sake of analysis of 3 major Kansei factors, 3 Y-axis (novel). The mean of sales volume in this group is scatter plots is shown as Figure 2, 3, 4. Here, the 5,085 CDs that is the fourth sales volume. numbers beside the small circles in scatter plots are sales Figure 3 is a scatter plot of sample music songs. Here, volume of each music song. In the analysis, the mean of X-axis is the mean of factor loadings of adjective pairs sales volume of 25 sample music songs (45,674 CDs) belong to novel Kansei factor, Y-axis is the mean of will be considered as the central index. factor loadings of adjective pairs belong to joyful Kansei Figure 2 is a scatter plot of sample music songs. Here, factor. X-axis is the mean of factor loadings of adjective pairs
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joyful joyful Joyful and novel group Joyful and peaceful group Joyful and Joyful and common tense group group
sorrowful Sorrowful and Sorrowful and sorrowful peaceful group Sorrowful and Sorrowful and tense group common group novel group peaceful
tense common novel
Figure 3. Scatter plot Figure 4. Scatter plot X-axis: novel, Y-axis: joyful X-axis: peaceful, Y-axis: joyful
In Figure 3, there is no sample music songs belong to Sample music songs classified in each factor spaces novel and joyful group with positive number of X-axis will be analyzed in Figure 4. (novel) and negative number of Y-axis (joyful). 12 sample music songs belong to peaceful and joyful 5 sample music songs belong to peaceful and novel group with positive number of X-axis (peaceful) and group with negative X-axis (novel) and positive Y-axis positive number of Y-axis (joyful). The mean of sales (joyful). The mean of sales volume in this group is volume in this group is 75,506 CDs that is the top sales 118,529 CDs that is the top sales volume. Music songs in volume. Music songs in peaceful and joyful group are common and joyful group are slow tempo and don’t divided to a slow tempo group (music song No. 10, 15, include the artificial electronic sound. And, foreign 16, 22) and a slow tempo group (the others). These languages and abbreviations are not used so much in the include the artificial electronic sound without No. 22. most of music song’s lyrics without a sample music song Most of music song’s lyrics give listeners spiritual No.7. elevation or relief. 11 sample music songs belong to novel and joyful 7 sample music songs belong to peaceful and sorrowful group with positive X-axis (novel) and positive Y-axis group with positive X-axis (peaceful) and negative (joyful). The mean of sales volume in this group is Y-axis (joyful). The mean of sales volume in this group 34,844 CDs that is the second sales volume. Music songs is 22,244 CDs that is the second sales volume. Music in novel and joyful group are up tempo and include the songs in peaceful and sorrowful group are slow tempo artificial electronic sound very much. And, foreign and almost don’t include the artificial electronic sound languages and abbreviations are used in the most of without No.24. And, foreign languages and abbreviations music song’s lyrics. Moreover, the beat is subdivided are not used in the most of music song’s lyrics. into multiples of the basic pulse 4 sample music songs belong to tense and joyful group 9 sample music songs belong to common and sorrowful with negative X-axis (peaceful) and positive Y-axis group with negative X-axis (novel) and negative Y-axis (joyful). The mean of sales volume in this group is (joyful). The mean of sales volume in this group is 19,627 CDs that is the third sales volume. 18,435 CDs that is the third sales volume. Music songs in tense and joyful group are up tempo and Music songs in common and sorrowful group are up include the artificial electronic sound very much. And, tempo and include the artificial electronic sound very the beat is subdivided into multiples of the basic pulse. much. And, foreign languages and abbreviations are not 2 sample music songs belong to tense and sorrowful used so much in the most of music song’s lyrics so much. group with negative X-axis (peaceful) and negative Figure 4 is a scatter plot of sample music songs. Here, Y-axis (joyful). The mean of sales volume in this group X-axis is the mean of factor loadings of adjective pairs is 5,103 CDs that is the fourth sales volume. Table 4 is a belong to peaceful Kansei factor, Y-axis is the mean of summary of mentioning above. factor loadings of adjective pairs belong to joyful Kansei Thus, the Kansei factors in high sales rank, middle sales factor. rank, and low sales rank, are extracted from the sample music songs of “Oricon yearbook 2007”. But, it is needed to pay attention the exceptions, because there is a factor space that includes few classified music songs in high sales rank. Moreover, it is difficult to specify the
352 Kansei factor because music songs of high sales rank and few quantitative marketing researches and also Kansei low sales rank vary widely hit factor analysis like as this paper in the present actual business. However, it was confirmed that actual business Table 4. Kansei factors of hit music songs persons think that it will be necessary to apply the Music songs in Music songs in Music songs quantitative marketing research into music business in high sales rank middle sales rank in low sales rank the future. And, core competent of music business will be peaceful peaceful tense not only music but also artist, so Kansei J-POP hit factor common novel common and analysis should include artist’s Kansei images. joyful Joyful and novel sorrowful Joyful and sorrowful Ⅵ. CONCLUSIONS
In this paper, the hit factors of J-POP music are Ⅴ. INTERVIEW SURVEYS TO MUSIC BUSINESS analyzed with Kansei information processing. Concretely, PLAYERS 25 J-POP music songs of the Oricon yearbook 2007 are analyzed by the SD method and factor analysis. Mr. Shuji Inoue (Artist Branding Analyst) and a Moreover, the possibility of applying the Kansei J-POP marketing stuff with the marketing department in Avex, hit factor analysis to actual business will be confirmed by Inc. will answer about the possibility of this Kansei interview surveys of two business persons in music J-POP hit factor analysis with interview surveys. industry. Now, there are some subjects in this paper as follows: 1. A few quantitative marketing research in the actual business (1) Number of sample music and examinee is not sufficient. There is a few quantitative marketing research for (2) The relationship between Kansei factors and hit music songs like as this paper, but consumer acceptable factors (music, artist, promotion, social factor). Is researches are used in the actual music business. And, not cleared. there is sometimes consumer behavior survey in the (3) Extracted Kansei factors should be estimated in around music business without record labels. It is a actual music market. More appropriate selection of reason that most of music business players are short of Kansei words fund due to the recession in music industry. And, players (4) Sales ranking of sample music in this paper was produce the music song depend on their experience and little bit should be high, so selection of sample knowhow. Therefore, music production stuffs don’t music should be extended to lower ranking music in understand the marketing concept, so much. And they future survey. doubt the necessity of marketing research. (5) Kansei J-POP hit factor should be analyzed not only music, but also the other factors (artist, promotion, 2. There is a possibility to apply the quantitative social factor). marketing research in actual business. So, the above subjects will be coped with in future In a present music business, it is seen that the concept survey. of marketing has not infiltrated especially enough on the production site. In addition, it is seen that a skeptic image to marketing exists between managers. Recently, REFFERENCES the advanced competitors enter the music industry from the other industries (retailers, electric manufacturers, [1] Kameda: ”Reason of hit songs”，Oricon, Inc., 2003, etc.). They try to reform the music industry by their (in Japanese). scientific methods. Existing music players must tackle [2] Ishii, Yoshida: ”Mathematical model of hit aspect”, more logical marketing approach and quantitative “Research report of engineering department, Tottori marketing researches. So, this paper’s approach is University”, Vol.36, 2005 (in Japanese). interesting to apply the actual business in future. [3] Ishii, Yoshida: “Mathematical model of Hit aspect and marketing science”, “Research report of 3. Transform to artist oriented merchandising engineering department”, Vo.37, 2007 (in Japanese). The music is the core of business success in music [4] Sugihara, Morimoto, Kurokawa: “Fundamental industry. So, business players consider artists and others Characteristics of Kansei for Music through the SD as the second factors. But, the Avex’s marketing stuff Method “, “Journal of the institute of image notes that they try to transform from music song oriented information and television engineers report”, Vol.25, merchandising to artist oriented merchandising. No.48, pp. 57-63, 2001 (in Japanese). [5] Sugihara, Morimoto, Kurokawa: ”Selection of Kansei From the above-mentioned interview survey, there are words for Kansei based music retrieval system for
353 children”, “Journal of Japan society of Kansei engineering”, Vo.5, No.3, pp.127-134, 2005 (in Japanese). [6] Matthew, Dodds, Watts: Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market, SCIENCE, vol.311, 2006 (in Japanese). [7] Suzuki, Kaino: “Analysis of J-POP Hit Factors using Kansei Information Processing”, “Proceeding of JSKE2009(spring, Osaka)”, 2009 (in Japanese). [8] Orikon Inc.: ”Oricon year book 2007”, Orikon, Inc. (in Japanese). [9] Ugaya: “What is J-POP?”, Iwanami Shoten, Publisher, 2005 (in Japanese). [10] Yoshida: “Study of hit”, Diamond, Inc., 2005 (in Japanese).
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