OAKLAND — In the beginning, there was music. Childhood and young adulthood floated by to a soundtrack of lyrics and rhythms and searing guitar riffs that consumed you, became you, constituted your identity, galvanized your intent, spoke your soul.
But time passes, classrooms fade to cubicles, and a vast landscape of new music turns foreign and unexplored. For Jeff Hersh, 31, the stereo came to double as Proust's madeleine, its purpose to invoke memories rather than create them.
"Finding music was easier when I was younger," says Hersh, a vice president at Smith Barney in New York. "In college I lived in a fraternity house with 70 guys all around me at all times, listening to various kinds of music. But as you get older, you work more, you get isolated."
Then in November, a friend told Hersh about Pandora.com, an inventive "Internet radio" website that generates music streams -- "stations" -- based on one's favorite artists or songs. He started his own private thread of music that was a combination of Neil Young and Pearl Jam, Hersh says, and in an hour he heard more new music he liked than he had in the last decade, much of it from obscure bands that shared musical traits with Young and Pearl Jam.
He fine-tuned the station, giving a "thumbs up" or "thumbs down" to certain tracks, and soon he was loving nearly every song it threw at him. He started new stations, jotted down song names -- and barely left his apartment that weekend.
Since the free version of Pandora made its debut in November (you can listen with no ads on the screen for $3 a month), 8 million stations have been created, and record label and radio executives and technologists are aflutter with interest.
Pandora is more than just a fad; its unusual methodology, which marries traditional musical authority with the wisdom of a group of experts, raises philosophical questions about the shape of Net culture.
Customizable Internet radio such as Yahoo's Launchcast.com has been around for years, but Pandora is a twist on the concept: Instead of relying solely on computer software to spit out playlists, Pandora draws on its Music Genome Project, a 6-year-old effort by a group of musicians to identify the hundreds of traits and qualities that form the building blocks of music -- and then to map out each individual song within this framework, or genome. Genre disappears, and every song is at once relatable, however closely or distantly, to every other.
