Presentation for research methodolgy module toward RJDJ EP MA Project

1. RJDJ Scene
EP Project Presentation
by Richard Hemming

2. “Is the sound scape of the world an indeterminate
composition over which we have no control, or are we
its composers or controllers.”
(R Schafer cited in Audio Culture 2004, pg 30)

3. What am I doing?.... s
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Utiliz e t h e I - p h o n e i n o r d e r t o c r e a t e g e n e r a t i v e a n d r e a c t i v e music.
Using the base of the “RJDJ” ** app available free for I-Phone, my
intent ion is to generate “scenes” for this application that enhance our
aural environment.
My intention would be to release a reactive audio EP as an artist with 3
scenes that contain ‘tracks’, which are essentially scenes where
elements/stems of music are part of the scene, that mix with your sonic
environment, creating a unique user experience, unrepeatable,
recordable and makes the user part of the creative process.
** RJDJ is an app that utilizes the I-phone headphones/mic headset.
Yo u r e n v i r o n m e n t c o m e s a l i v e i n s t a n t l y b y t h e a p p a n a l y z i n g e x t e r n a l
sounds and effecting them live dependent on the “scene” in use. This
truly revolutionary app has opened up opportunities for generative and
reactive music created from your surroundings.

4. s
An example scene...
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audio - echolon test

5. s
An example scene...
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audio - echolon test

6. How is it created?....
Pd (aka Pure Data) is a real-time graphical
programming environment for audio, video,
and graphical processing. It is the third
major branch of the family of patcher
programming languages known as Max
( M a x / F T S , I S P W M a x , M a x / M S P, j M a x ,
etc.) originally developed by Miller
Puckette and company at IRCAM. The core
of Pd is written and maintained by Miller
Puckette and includes the work of many
developers, making the whole package very
much a community effort.

7. The scene/s I intend to build create an
immersive experience of your environmental
sounds through the microphone input.
Through spectral analysis, sample triggering
from mic input information,resulting in
feedback loops and synth sounds. I intend to
create a sonic environmental experience
triggered dependent on your sonic
surroundings. This gives the user an
individual, unrepeatable, indeterminate
arrangement.
audio - car journey

8. The scene/s I intend to build create an
immersive experience of your environmental
sounds through the microphone input.
Through spectral analysis, sample triggering
from mic input information,resulting in
feedback loops and synth sounds. I intend to
create a sonic environmental experience
triggered dependent on your sonic
surroundings. This gives the user an
individual, unrepeatable, indeterminate
arrangement.
audio - car journey

9. Why do this ?......
“Engagement is the new marketing and users
a r e t h e n e w c o n t e n t ( L e o n h a r d , 2 0 0 8 p g 5 6 ) .”
“Empower your customers or watch them
move on, enable user participation or become
i r r e l e v a n t ( L e o n h a r d , 2 0 0 8 p g 5 9 ) .”
“Entertainment devices used to be receiving,
now they are trans-ceiving, and trans-
sharing devices,we no longer get stuff, we
change it, forward it, share it and thats
where the growth of these industries are
f o u n d ( L e o n h a r d , 2 0 0 8 p g 6 2 ) .”

10. Giving power to the user makes real money
today!.......
User account
Upload
Record
U
See charts
Get more
Recommendations

11. Political Economy of Music....
“A new noise is being heard ( a new way of
making music), suggesting the emergence of a
new society ( Attali, 1985 pg133).”
“This is NOT undertaken for its exchange or
use value, it is undertaken solely for the
pleasure of the person who does it(its
producer). Such activity involves a radical
rejection of specialiazed roles (composer,
performer,audience) that dominated all
pervious music ( Attali, 1985 pg135).”

12. All about the user!....
“Usators - users becoming creators, not just
r e c e i v e r b u t s e n d e r ( L e o n h a r d , 2 0 0 8 p g 8 9 ) .”
s
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Beat Piracy in the future of media!....
“Interactive 2 way process, an ongoing two way
conversation, who can steal or pirate a process?
(Leonhard, 2008pg98)”

13. Who is out there?......
Free Paid
s
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14. Freemium?......
What is it?
Freemium – a combination of free and
premium – is a business model based on
the concept of giving something away
free in order to sell something else at
a p r e m i u m p r i c e . Ve n t u r e c a p i t a l i s t
Fred Wilson explains the freemium
business model: "Give your service
away for free, possibly ad supported
but maybe not, acquire a lot of
customers very efficiently through word
of mouth, referral networks, organic
search marketing, etc., then offer
premium priced value added services or
an enhanced version of your service to
your customer base."

15. Monetize by using a Premium?......
Even be involved in collaborative work
with existing Artists for extra cash..££££

16. What’s in one of these scenes or EP’s if i get
one?.....
Blog - Video of Boot’s reactive mixer EP
http://richardhemming.wordpress.com/

17. Is it any good though?......
The burden is on the media
i t s e l f , U S AT O R S d e c i d e w h a t
is good.
“User empowerment. Hot and
cold media.
HOT - Involvement
COLD - Lack of involvement
Digital feedback of HOTNESS
(Mcluhan cited in 2.0 pg 92)
“Gotta be good or you’ll get
ditched (Leonhard, 2008pg
9 8 ) .”

18. What do you as a producer
need to do?......
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Create demand......
Capture interest..... Forums / Charts / Scenes
Collect attention..... Freemium at first..
Drive exposure...
(Leonhard, 2008 pg 122)

19. How do you go about designing it!....
User Centered Design (UCD)
The design process that places the user at the center of the design rather than the
object to be designed. It is a philosophy and process rather than an end in itself.

20. Wireframe development and testing.......
Wireframe development and testing made easy
with visual design patching.
The wire frame feel of designing
patches in PD help see clearly for the
designer the flow of data, and can
often improve your coding, rewiring the
patches into a better developed design.
Flow of data is imperative to PD
design, making an economical patch as
ultimately the Iphone has to be able to
handle it.

21. HCI - Human computer interaction on I phone
a great platform for further design....

22. p
HCI - Human computer interaction
select
simplicity of design - startup
scene
and it
starts
press
press
record
(optional)
publish/
keep

23. Participatory design......
U s e r - C e n t e re d We b D e v e l o p m e n t
“In participatory design, users become members of the
actual development team. In the star life cycle, users
get to evaluate each stage of development. The usability
engineering life cycle focuses on usability at all stages
of development. Regardless of how users are included in
the development of an information system, it is
necessary to include user input when developing an
information system. After all, the purpose of an
information system is to "serve the user". Without a
thorough analysis of who the users are and what their
tasks are, it is impossible to design a truly useful
system (Lazar, 2001 pg 12).”
http://richardhemming.wordpress.com/
Using my blog I have been posting patch development
for download so that users can test the patches on
their PD software on their Macs for user feedback,
to aid iterative design. I have posted videos of
‘Development’ also, to show those who do not have
the technology to participate to gain extra feedback,
and try to gain information on what users want from
the patches, how to affect the sounds around them
etc. Once the Patch is able to go on the iphone then
this process will be more open to user audience and
easier to gain feedback. Testers have to understand
patching, have PD and aware that RJDJ is run of PD
in order to feedback at the moment.

24. Audience of users?.......
Primary
1st hand
2nd hand, friends
Secondary
etc
Apple as a
company affected
by product,
Tertiary
therefore, other
unaware users
also.

25. Target audience, what is an example of persona?.......
Primary
Age - 24
Gender - Male
Background - University graduate, in his first
job £18,000 + per year salary, good family
upbringing, living in shared house, first major
job graduate job.
Profession - Graduate Job in media, related
work from writing to creative digital work
Interests - Latest music, technology, gadgets,
computing, internet, technology, gaming
Attitudes - Liberal
Needs and Goals - Successful in job, good
home life with all gadgets and technology he
wants, happy and not bored.
Media usage - Wide range of all sometimes all
at the same time. TV / WEB / MOBILE /
INTERNET
Platform..... How react with RJDJ - Creates a new approach
to a heavy consumer of music and technology
uniting the two using latest gadget. Cures
boredom of standard music listening and break
piracy habits by getting consumer buying
things again, a process not just a single.

26. Problems faced in design stages, near future
developments.....
Can only implement patch in PD at the
moment
For audience participation, participant has
to have under standing of PD and mac and
knowledge of how PD patches work on mac
and on i phon e in order to hear patch
working
Iterative design harder owing to hard testing
circumstances and currently not on end
platform, this also means elements like axis
control of the iphone cannot be replcated on
mac and therefore unheard until on actual
platform
Once able to place patch working, on to
iphone will have to stage testing on final
platform and add to iterative design process.
Then use questionnaires using De bono’s six
hats for comments and clear feedback.

27. Many thanks for your time.....

28. Bibliography Images
http://peo.cambridge.org/index.php?option=com_content&view=article&id=127:freemium&catid=10:jargon-buster&Itemid
Freemiuim” image and text
http://image.gcaelectronics.com/5-Star.jpg
stars
Text
http://www.catawbaschools.net/New%20Photos/July%202009/social%20networking%20logo%20composite.jpg
Attali, J. (1985) Noise : the political economy of music. social networking
University of Minnesota Press, Minneapolis.
Cox, C. & Warner, D. (2004) Audio culture : readings in http://usability.msu.edu/images/UCD.gif
modern music. Continuum, New York. UCD picture
http://www.d.umn.edu/itss/support/Training/Online/webdesign/glossary/u.html
Lazar, J. (2001) User-centered Web development. Jones and ucd description
Bartlett Publishers, Boston.
http://theafterlifeepitaph.files.wordpress.com/2009/02/iphone1.jpg
Leonhard,G. & Battino, D. (Ed.) (2008) Music 2.0 Essays by iphone in hand
Gerd Leonhard Gerd Leonhard, Mediafuturist, Hameen
Offset-Tiimi Oy, Hameenlinna, Finland. http://www.radio.sc/workspaces/www/templates/domains/radio.sc/images/blog/rjdj_logo.png
rjdj
http://www.creativereview.co.uk/images/uploads/2008/11/rjdj.jpg
rjdj on iphone
http://liftlab.com/think/imgblog/rjdj.jpg
rjdjscenes on phone itself
http://www.loopygadgets.com/wp-content/uploads/2007/12/iphone_hacks.jpg
primary iphone user
http://www.wirelessmoment.com/
Red_20border_20_2D_20iPhone_20_2D_20instore_20_2D_20three_20people_20holding_20three_20iPhones.
secondary
http://images.apple.com/nz/itunes/whatson/images/appstore_download20080909.jpg
tertiary
http://www.scottjanousek.com/blog/wp-content/uploads/2008/02/iphone-12.gif
iphone wirframe
http://www.maximumpc.com/files/u69/iPhone_User.png
audience user example
http://www.bbc.co.uk/radio4/news/nicework/images/creativity.jpg
six hats de bono