David Macias, co-founder and president of Thirty Tigers, will release a new book called Circulation: How Culture Moves in the Age of Algorithm on January 14. The book is being published by Whitefox Publishing and is available for pre-order now.
Circulation looks at how the algorithms behind streaming services, e-commerce platforms and other tools decide how songs and stories reach an audience. It considers the effect on music discovery and on how culture develops more broadly. The book focuses on the mechanics of these systems and what they mean for emerging and marginal cultures that lack the data trails and institutional backing the platforms are built to reward.
The book also offers solutions. Macias suggests building counterweights into the system itself, rather than tearing down recommendation systems or bringing back old-school gatekeeping. He treats what the algorithm already knows as a starting point rather than a verdict, and looks for ways to break the entertainment industry’s reliance on algorithmic affirmation. The aim is to open a door for cultures that are currently walled off from cultural discovery.
Ahead of the January release, Circulation is being serialized on Macias’ Substack. A web-exclusive introduction from Macias is already posted, and Chapter 1 will go up this Friday.
Macias is a career music industry professional. Thirty Tigers is a global music distribution, label services and management company. Macias has worked with clients including Lucinda Williams, Smashing Pumpkins, John Prine, Lupe Fiasco and Alanis Morissette.
Click here to pre order.
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