Mass Media - Digital Image Pro
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Transcript Mass Media - Digital Image Pro
Part 1: Setting The Stage
Chapter 1
Start Thinking. . .
Is the music industry primarily about business, or
about art?
2. How is the music industry different today than it was
100 years ago? What do you believe brought this
change?
1.
Chapter Goals
Discover that the music business is large, growing,
diverse, and ever changing.
Become familiar with the historical development of
music as a profession.
Learn that music today is but one component of the
arts, entertainment and communications industry.
Music and Society
Some 1.4 billion legal digital music downloads were sold in
the United States in 2011 – compared with 19 million in
2003. Globally, legal music downloads totaled 3.6 billion in
2011.
The number of paid subscribers to streaming music
services increased by 65% in 2011 to 13.4 million worldwide.
From the format’s introduction in 1982 to 2007, 200 billion
music CDs had been sold worldwide, though this format is
now in decline
One in five Americans plays a musical instrument. These
musicians spend more than $6.4 billion a year on
instruments, accessories, and sheet music.
Art Versus Commerce
Previously
consumer appetite for music = fat, happy music industry
Now
P2P file sharing + nontraditional and online retail +
single track downloads = uncertainty for the music
industry
Art Versus Commerce
Musicians and merchants can be both allies and
natural enemies.
Artists often want to:
break creative boundaries
be heard and appreciated as much as possible
connect with their audience
Music merchants often want to:
fit the mainstream sales taste
make as much money as possible
connect with audience’s wallets
Art Versus Commerce
New technology brings many changes:
new business models
new contracts
new licensing opportunities
new definitions of
artist
label
merchant/retailer
music product
Historical Development
Finding a Paying Audience
Early music was simply for artists’ pleasure.
First western professional musicians were
singers/actors in Greek and Roman theaters.
Middle Ages religious musicians received no pay.
15th and 16th century German guilds improved
conditions for musicians.
European artists employed as house musicians.
Historical Development
Finding a Paying Audience
Professional status came through the paying audience,
especially in Italian and English musical theater and
opera.
By 1800s paying to hear a professional was generally
accepted.
Historical Development
Finding a Paying Audience
Professional musicians resulted in managers or agents.
Mozart’s father
P.T. Barnum
Show-biz atmosphere for popular music developed
minstrel shows
growing size and affluence of middle class
Music publishing houses emerged
spotted popular hits
employed in-house composers
Historical Development
Mass Media
1920s: Radio
expanded elite audience
developed new audience for folk music, country and
western songs, blues, and jazz
publishers fought broadcasting
said it hurt sales of sheet music
initially no income from broadcast performances
Historical Development
Mass Media
Sound films usher further development
synchronization rights
musical films
The Great Depression of 1930s saw:
end of million-selling records
sale of sheet music collapse
vaudeville theater attendance drop
radio broadcasting grow
Historical Development
Mass Media
Growth of radio
music publishers focused on radio stars
song plugging grew to national enterprise
regional publishing offices closed
big bands became brand names
band singers became popular singers
Historical Development
Mass Media
Effects of World War II:
Armed Forces Radio network
by 1940s American style = world style
returning G.I.s bought records
music product factories reopened
music industry reaching a mass market
record companies moving millions of singles
Historical Development
Mass Media
Columbia’s long-playing record
12 songs = 600% increase in income
classic records = 10% of market
Low cost tape-recorders
High-fidelity sound
Historical Development
Mass Media
The new music business attracted:
new capital
new merchants
new distribution and merchandising methods
rack jobbers
large investments in record production
Historical Development
Mass Media
The “money-tree” music industry
the “Big 6”
record labels’ catalogs released on CDs
Music TV takes root
MP3 format arrives
Digital file sharing = mass media controlled by the
masses
The future?
Tools of the Trade
In times of rapid change, you need to stay informed.
read the trades
attend professional meetings
read online music blogs
study at accredited institutions
learn from the professionals
For Further Thought. . .
Musical artists and music merchants are often
considered natural enemies, holding different views
on what music should be and do, but today they have
to get along. What has forced this accommodation,
this working relationship?
2. What influence has technology and communications
had on the music industry? Give specific examples.
3. How is the life of an artist different today than it was
in the Middle Ages? What has changed, and what
remains the same?
1.