Music in the Digital Age
Making sense of the commerce & culture of popular music
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About the Book
Music is both culture and commerce. Those two things are inextricably linked. In different periods of history and in the context of different technologies and media forms - music culture and music commerce are profoundly different.
The way to navigate the changes as they happen is to understand them. In order to adapt to the new environment and thrive it’s important to make informed, deliberate and progressive responses that are appropriate to the opportunities new context – rather than fearful, reactive and conservative ones that view the new environment simply as a threat and as chaos.
This book aims to provide a guide to those changes – not to tell you what you should do – but so that you can make intelligent, rational and strategic choices about your own music business, or so that you can come to understand the changes in the ways in which music is used and understood as part of our new and increasingly dominant music culture.
Author
About the Author
Andrew Dubber
Andrew Dubber is Professor of Music Industries Innovation at Birmingham City University. He's a member of the Centre for Media and Cultural Research, and is Award Leader for the MA in Music Industries (which can be studied online via distance learning from anywhere in the world) and also runs the MA in Music Radio.
He is the founder of New Music Strategies, a pan-European music consultancy and strategy organisation focusing primarily on non-commercial and social projects that use music to improve lives. He is also a member of the Board of Advisors for Bandcamp.
He can be found online at http://andrewdubber.com
Episode 7
An Interview with Andrew Dubber
Contents
Table of Contents
About this updated version
Introductory note
- Understanding Music in the Digital Age
This is a conversation
Music
The Digital Age
The Internet explained
A short explanatory note on Mediation
- The 20 Things Revisited
01 Don’t Believe the Hype
02 Hear / Like / Buy
03 Opinion Leaders Rule
04 Customise
05 The Long Tail
06 Web 2.0
07 Connect
08 Cross-promote
09 Fewer clicks
10 Professionalism
11 The Death of Scarcity
12 Distributed identity
13 SEO
14 Permission and Personalisation
15 RSS
16 Accessibility
17 Reward & Incentivise
18 Frequency is everything
19 Make it viral
20 Forget Product - Sell Relationship
- Copyright
Important but Broken
- Where to from here?
Lots more to come
The thank you page
Further Reading
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