Quantifying music: imagined metrics in digital startup culture

ABSTRACT This paper examines the lived experiences and ethical dilemmas of investors and staff in London’s digital music startup culture. Startups often rely on what I term ‘imagined metrics’ to attract investment and to measure the efficacy of their technologies. However, this stands in stark contrast to the qualitative ways music is understood within these organisations and subsequently experienced via the technologies they build. Drawing on ethnographic observations alongside interview data, I suggest that these metrics have few true believers. Instead, critiques of imagined metrics and their susceptibility to exaggeration and misrepresentation are ubiquitous. This culture of scepticism is not incidental: it is a crucial pathway through which otherwise volatile startup culture is normalised. Investors, founders and staff often publicly acknowledge the unreliability of the numbers with which they work, even as metrics continue to underpin the decision-making process. Metrics thus do not require true belief to secure their effects. Yet, against this backdrop, processes of quantification increasingly shape digital music consumption. Resisting the classic equation of quantification with Weberian rationalisation, this study instead shows that metrics are imbued with emotions and interpretive narratives that extend well beyond the older trust in numbers (Porter [1995]. Trust in Numbers: The Pursuit of Objectivity in Science and Public Life. Princeton, NJ: Princeton University Press).