Snafu uses artificial intelligence (AI) to sift through several thousand songs each week. It uses a combination of neural networks for sentiment analysis, collaborative filtering and some other deep learning architecture. It has its offices in Los Angeles, Mumbai and Bogota. It was started in March, 2018 and has signed 50 artists across the globe. Raghav Meattle, a Mumbai-based singer-songwriter and Armaan Malik have been signed by Snafu.

It focuses on unreleased music. It identifies talents and tries to market them. An artiste finds the song — collaborator process is slow and random. They blur everything and create a community of artistes and collaborators.

A song writer may have a repertoire of songs. It is all put on a cloud. They would like to match the right song with the right artiste with the help of AI.

Finance is an issue in emerging markets such as India. They will forcast the streaming potential of a song based on projected earning. That will facilitate the financing decision.

Snafu tries to identify rough diamonds from millions of songs. AI has to find a needle from a haystack. They could source talents from social media. A song’s growth is monitored. Its buzz is examined. Its structure is studied. Algorithm ranks the songs on these parameters, and facilitates the prediction of its success.

Snafu is taking on well-established music companies. Another issue — the shift from long-form of music to short form music listening. Hits emerge from short reels.

Other companies such as Musilo, Singapore has developed Hit Potential Algorithm. Warner Music Group bring music piece and an unsigned talent together by using a repertoire tool called Sodatone.