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New Media & Classical New Media & Classical Music:Music:Turning Change into ProgressTurning Change into Progress
Skip PizziSkip PizziTechnology ConsultantTechnology Consultant
Fairfax, VAFairfax, VA
““Change is scientific, progress is Change is scientific, progress is ethical.ethical.
Change is indubitable, whereas Change is indubitable, whereas progress is a matter of progress is a matter of
controversy.”controversy.”
---- Bertrand RussellBertrand Russell
Tuning the futureTuning the future We are entering the Third Media We are entering the Third Media
AgeAge First Age: Live performance onlyFirst Age: Live performance only Second Age: Electronic Media Second Age: Electronic Media
(analog recording & broadcast)(analog recording & broadcast) Third Age: Digital MediaThird Age: Digital Media
Incremental or disruptive Incremental or disruptive change?change? Hard to know while it’s happeningHard to know while it’s happening Consider past modelsConsider past models
Impact of changeImpact of change Negative impact of new technology Negative impact of new technology
on legacy is often exaggeratedon legacy is often exaggerated Movies will kill live theaterMovies will kill live theater TV will kill radioTV will kill radio VCR will kill cinemaVCR will kill cinema
A generally uncited case:A generally uncited case: Did radio affect the audience for Did radio affect the audience for
classical music performance?classical music performance?
If so, how will this change in the If so, how will this change in the Third Age?Third Age? For better or for worse?For better or for worse?
““The world is full of people The world is full of people whose notion of a satisfactory whose notion of a satisfactory future is, in fact, a return to future is, in fact, a return to
the idealized past.”the idealized past.”
-- Robertson Davies-- Robertson Davies
Historical analysis Historical analysis Art & science are forever intertwinedArt & science are forever intertwined
From cave paintings to streaming From cave paintings to streaming media, tools affect creative processmedia, tools affect creative process
Delivery systems affect audience Delivery systems affect audience accessaccess
Sound recording changed music Sound recording changed music from a composers’ to a performers’ from a composers’ to a performers’ milieumilieu Defining the boundary between Defining the boundary between
classical and popular musicclassical and popular music
Many examples demonstrate the Many examples demonstrate the aesthetic impact of technologyaesthetic impact of technology
Lessons learnedLessons learned
Technology can have fundamental Technology can have fundamental effectseffects
Some results can be unintendedSome results can be unintended Not all forecasts are correctNot all forecasts are correct Real assessment requires substantial Real assessment requires substantial
timetime Proactive perseverance wins the dayProactive perseverance wins the day
"We always overestimate the "We always overestimate the change that will occur in the change that will occur in the
next two years, and next two years, and underestimate the change underestimate the change that will occur in the next that will occur in the next
ten.”ten.”
-- Bill Gates-- Bill Gates
Harnessing trendsHarnessing trends
PersonalizationPersonalization
““Tell me more” functionalityTell me more” functionality
Integrating music commerceIntegrating music commerce
Adapting to the changing Adapting to the changing broadcast ecosystembroadcast ecosystem
The changing ecosystem The changing ecosystem -- old-- old
Network Station Listener
The changing ecosystem The changing ecosystem -- new-- new
StationStation
InternetInternetListen
er
Satellite Radio
Satellite Radio
NetworksNetworksNetworks
NetworksNetworksSyndicators
RecommendationsRecommendations Develop a rich Classical content communityDevelop a rich Classical content community
Blend radio with events (mix real and virtual Blend radio with events (mix real and virtual experiences)experiences)
Promote and engage audience interaction Promote and engage audience interaction Stress branding of public radioStress branding of public radio
SubscriptionSubscription is the ultimate goal of any niche-caster is the ultimate goal of any niche-caster
Balance management of legacy vs. new Balance management of legacy vs. new servicesservices Sustaining vs. repositioning -- new branches that don’t Sustaining vs. repositioning -- new branches that don’t
threaten rootsthreaten roots Avoid the non-profit trap: Don’t scale back out of pure Avoid the non-profit trap: Don’t scale back out of pure
economic cautioneconomic caution
Content, content, content…Content, content, content… Filling the ever-widening margins abandoned by commercial Filling the ever-widening margins abandoned by commercial
radioradio
Service, service, service…Service, service, service… New partnerships & acquisitionsNew partnerships & acquisitions
Explore all new media venuesExplore all new media venues
New media optionsNew media options Satellite radioSatellite radio Broadband & wireless InternetBroadband & wireless Internet Home networks (Wi-fi, cable Home networks (Wi-fi, cable
modem audio service, emerging modem audio service, emerging standards)standards)
Digital terrestrial radioDigital terrestrial radio Airline audioAirline audio CD/DVDCD/DVD Combinations Combinations This convening provides a unique This convening provides a unique
evaluation opportunity: input evaluation opportunity: input requested!requested!
"Just because something Just because something doesn't do doesn't do
what you planned it to do what you planned it to do doesn't mean it's useless."doesn't mean it's useless."
-- Thomas A. Edison-- Thomas A. Edison