Antonis Plessas - Promotion of local repertories through digital media

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A decade ago there was no iPod, YouTube, Myspace, Facebook or Apple iTunes store. The traditional music industry has been utterly ripped apart by the impact of technology and social media. The Internet has created a seismic shift in many facets of the music industry and consumers experience of music was changed by the digital age. Most of what we take for granted in the music business today is brand new and a decade from now, the industry will be very different than it is today.
Music is now available in more places than ever before. Demand for all its forms is multiplying with every iPod and cell phone sold, every new TV show or game that debuts and every new technology platform that’s developed.
Technological developments of recent decades revolutionized and democratized the process of music creation and production. Nowadays a vast array of tools and services covering every imaginable application are available to help musicians promote, distribute and sell their music. The public wants access to music of their choice through a growing number of ways, means and formats. If technology has leveled the playing field to the point that musicians can “do it all themselves” one might wonder? Why sign with a record label when it’s cheap and easy to get your music on iTunes? Why hire a publicist when you’ve got Twitter? Who needs a booking agent when you can create a following on YouTube?
While it’s fair to say that musicians’ access to the marketplace has greatly improved when compared with the music industry of yore, with its bottlenecks and gatekeepers one has to carefully balance and evaluate various parameters before reaching a decision. Can really a creator function as his own publisher, manager, booking agent, attorney, publicist, social marketing manager and technologist and still find the time and energy to create music?

We live in a networked society where everything is interconnected. In this new ecosystem we can’t exist by ourselves and the idea that we could by controlling production, marketing and distribution as we used to, proves to be a dangerous illusion. The idea of not licensing and being part of all sorts of collaborations with brands, telecoms, device makers and advertisers is one that we can't afford. We have to give permission to try things and keep in mind that if we ask too early for too much we risk killing innovation.
In our digitally connected world options abound and "getting distribution" is no longer a challenge. Now it's a matter of "getting heard." How do you cut through the clutter and reach an audience? How can you make your ding in the musical universe where millions of aspiring creators and artists compete around the clock for the holy grail of the audience's attention?
CONTINUE READING at: http://plessasmusic.posterous.com/promotion-of-local-repertories-through-digita

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Antonis Plessas - Promotion of local repertories through digital media

  1. 1. PROMOTION OF LOCAL REPERTOIRES THROUGH DIGITAL MEDIA WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  2. 2. One thing remains consistent over the years and that is.... The genesis and power of creativity! WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  3. 3. Music is the aural landscape of our lives. Ιts power transcends national, religious, ideological, cultural or heritage boundaries and captivates the emotions of an universal audience. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  4. 4. The catalytic force of technological evolution. Technology Technology is constantly and Human Behavior irreversibly affecting, formatting and changing our culture and habits. Culture Business WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  5. 5. Music is everywhere... in the form of applications and in the Cloud WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  6. 6. Today we are connecting fans and artists enabling a broad spectrum of tools and services musical search WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  7. 7. concert and ticketing innovations WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  8. 8. direct to fan engagement WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  9. 9. Independent artists around the world have an unprecedented opportunity to... compose - produce - record explore new ways to monetize perform - promote - build an audience WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  10. 10. With every new opportunity new challenges present themselves Can you? function as your own publisher, manager, booking agent, attorney, publicist, social marketing manager, technologist and still find the time and energy to create? WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  11. 11. The idea of not licensing and being part of all sorts of collaborations with brands, telecoms, device makers and advertisers is one that we cant afford. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  12. 12. Attract interest Sustain attention Win trust WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  13. 13. Attracting and sustaining public´s attention and winning its trust are prerequisites for reassuring a seat in the competition. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  14. 14. There’s an urgent need to expand existing compensation systems. Songwriter and composer revenue Performer & recording artist WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  15. 15. There’s an urgent need to expand existing compensation systems. Teaching and producing Session musician revenue Brand related revenue Fun, Corporate and Foundation Funding WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  16. 16. When copies are free, you need to sell things which can not be copied." (Kevin Kelly) immediacy personalization interpretation authenticity accessibility embodiment patronage findability WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  17. 17. People pay when the see real value, when the price is right and when the process is easy Sell the Sell the brand, brand, not (just) not (just) the the music music WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  18. 18. More and more companies outside the orbit of the traditional music business have spearheaded successful initiatives in the music space. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  19. 19. Many more revenue streams and promotional avenues below the surface Online video monetization Music videos, artist display likeness, fan clubs Session work, arrangement and orchestration, instrumental recordings Fan clubs, lottery tickets, artwork, sponsorships Background music services & appiums App licensing karaoke, jukebox, lyric display, sheet music. Specialty playlist curating, and teaching (online or in person) Patch/sample creation, workout mixes WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  20. 20. “Too much information running through my brain; Too much information driving me insane.” The Police, 1982. There’s an urgent need for “filters” and “editors” that will create order and give meaning to the chaos created by almost unlimited choice. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  21. 21. Amanda Palmer’s impressive success proved what a force a devoted audience can be. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  22. 22. Fan funding: A handful of options to participate helping your favorite artist. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  23. 23. Give your audience the chance to co-create. Radiohead offered to their fans songs from their album “In Rainbows” for remix. Their song "Nude" by itself, gathered in the band’s web page more than 2.239 remixes confirming beyond imagination the audience’s appetite to participate and co-create. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  24. 24. Distribution options (For FREE) WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  25. 25. Distribution options (PAID) WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  26. 26. Distribution options (PAID) WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  27. 27. New tools provide... content management solutions for rights holders of all sizes across the world. resources and opportunities to improve skills, build larger audiences and earn more money. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  28. 28. Smartphones and mobile devices are extending media beyond instruments and moving into other interactive and non-interactive spaces. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  29. 29. Music creates an environment that enhances customer experience and sales. Background music services provide the soundtrack to restaurants, shopping malls, or other retail outlets as customers shop and interact. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  30. 30. Responsibility for promoting local repertories should be left in the hands of companies and individuals producing it? should governments under certain conditions take initiatives to facilitate it as well? WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  31. 31. “Tomorrow never knows” The Beatles Despite the hard bumps music and its business are more present, more ubiquitous, and more available than ever before. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  32. 32. Epilogue The good thing about radical change is that, during those times, the little person has a chance to make a big difference. WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12
  33. 33. PROMOTION OF LOCAL REPERTOIRES THROUGH DIGITAL MEDIA Thank you for your presence Presentation: Antonis Plessas Linkdedin: Antonis Plessas email: aplessas@otenet.gr Twitter: aplessas References: books, articles and presentations by: Gerd Leonhard, Peter Spellman, Seth Godin, Mike King, Kevin Kelly, Klay Shirky Online Publications: Billboard Magazine - Hyperbot - Digital Music News - Music Business Journal Performing musicians photos by: Chris GoldNY WOMEX 2012 - Presentation: Antonis PlessasSaturday, October 20, 12

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