Thirty Tigers President David Macias Previews His First Book, ‘Circulation,’ a Look at What Gets Lost When the Algorithm Dominates Music Consumption (EXCLUSIVE)

Thirty Tigers President David Macias Previews His First Book, ‘Circulation,’ a Look at What Gets Lost When the Algorithm Dominates Music Consumption (EXCLUSIVE) hakkında magazin dünyasında yaşanan en son ayrıntılar ve sıcak gelişmeler netleşti. Oct 21, 2026 9:01am PT Thirty Tigers President David Macias Previews His First Book, ‘Circulation,’ a Look at What Gets Lost When the Algorithm Dominates Music Consumption (EXCLUSIVE) By Chris Willman Plus Icon Chris Willman Senior Music Writer and Chief Music Critic ChrisWillman Latest ‘NCIS: Origins’ Producer on the Show’s Historic Mark Harmon/Michael Weatherly Reunion: ‘It Was a Special Day in My Life, Seeing That Happen After a Decade’ 20 hours ago Gram Parsons Tribute Concert at Troubadour to Feature Emmylou Harris, Elvis Costello, Black Crowes, Margo Price and More 23 hours ago U2 to Play Halftime Show for NFL’s Thanksgiving Eve Game in What League Calls ‘a New NFL Holiday Tradition’ 1 day ago See All Add us as a Google Preferred Source Comments Have you been listening to more music and enjoying it less? David Macias thinks he knows what might ail you: an over-reliance on the algorithm in the modern music industry.

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It’s a system that the Thirty Tigers president believes keeps feeding music fans more of what they want, or are presumed to want, until they get burned out on the safe and overly familiar. This problem is something Macias diagnoses — along with some ideas for creative fixes — in his first book, “Circulation: How Culture Moves in the Age of Algorithm,” which comes out Jan.

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14 from Whitefox Publishing. Related Stories Ben Affleck and Matt Damon’s Artists Equity Launches New Indie Banner: Artists Equity Independent Pictures (EXCLUSIVE) Robert Pattinson Says ‘Batman 2’ Filming Will ‘Pause for a Little Bit’ After Director Matt Reeves Steps Away: ‘We’re Going to Figure It All Out’ Macias brings some visionary credentials to the project, having been lauded for how his company Thirty Tigers, which he co-founded in 2001, has thrived in the world of independent music.

It operates under a unique model, being a music distribution, label services and management company that lets artists maintain ownership over the records that are released under its umbrella. So he had a good track record of observation and innovation when he started having thoughts about how algorithm-based music consumption, which theoretically should help listeners discover new music, might actually be walling them off from discovering scenes beyond the ones they already know.

Popular on Variety “Circulation” can be pre-ordered here , and previews of passages from its pages will soon be going up on Macias’ Substack, here . In the meantime, in a recent sit-down in Nashville during AmericanaFest, he talked with Variety about some of the key ideas in the book.

“Around two years ago, the business just started feeling worse, and I couldn’t quite figure out why it felt harder,” Macias says. “People felt more adrift.

And I think that it’s because the things that we know to do were mattering less and less, and because the logic of the algorithm has just sort of taken hold. I mean, I’ve seen estimates of anywhere from 70-80% of all the media that we consume is now recommended to us by an algorithm, which includes social media and things like that… “Honestly, I was kind of at a… I don’t want to say crisis point .

It wasn’t like I had to drop employees or thought, ‘This isn’t fun anymore. I’m leaving.’ But also, you know, I’m now in my sixties, and I was kind of like, if this is what it’s going to be, then maybe there’s better people than me to do that.” He thinks he’s far from alone in that.

“What’s happening is fueling an engine of cultural alienation, I think.

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