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  Context, Projects & Challenges
for a public broadcaster presenting
    new Australian music on line
 For Soundstreams: New Models of Distribution Conference
              by Stephen Adams, May 2008
    (Producer, Australian Music Unit, ABC Classic FM,
          Australian Broadcasting Corporation)
Background 1: ABC Radio
• Australian Broadcasting Commission (now Corporation)
  established 1933
• ABC funding from general tax revenue - no licensing fees.
• 6 ABC radio symphony orchestras - one in each state capital
• ABC Radio now includes 4 national networks: Radio
  National, ABC Classic FM, Triple J & News Radio plus
  ABC Local Radio stations across country
• Orchestras progressively corporatised and divested from ABC
  1990s – 2007
• 2008 – orchestras independent in finance and programming.
  Special relationship with ABC through Service Level
  Agreement providing a dollar-neutral commitment to record
  and broadcast all orchestral series concerts.
Background 2:ABC Classic FM
Focus on coverage of Australian performance
   • Music production teams in every state capital (3 teams in
     Sydney and Melbourne)
   • 500+ concert & studio performances recorded & broadcast
     p/year
   • Concert broadcasts: midday & 8pm, Mon. - Sat.
     (70% local, 30% international exchange content)
   • ABC concert recordings also broadcast in weekly programs
     New Music Up Late, Jazz Up Late and Jazztrack
   • Sunday Live free broadcast concerts presented around country
     10 months per year
   • Australian Music Unit created to support extended use of
     Australian content and exchange programs
ABC Radio on the web
Radio web success stories include:
      • Radio National podcasts
        http://www.abc.net.au/services/podcasting/network_RadioNati
        onal.htm) - huge international take-up for in-depth talk and
        feature program content)
      • Triple J’s JTV (http://www.abc.net.au/triplej/tv/) - radio
        moving into music and youth magazine TV content) &
        Unearthed (http://www.triplejunearthed.com/) - user music
        uploads with audience responses feeding on-air programming).
      • DIG (http://www.abc.net.au/dig/) - on-line automated ‘radio’ &
        TV content for mainstream popular music, jazz and country
        music
ABC Classic FM on web
Classical radio not ABC priority for web resources.
ABC Classic FM (CFM) website developed for:
        • music playlists (e.g.
          http://www.abc.net.au/classic/daily/stories/s2217907.htm)
        • program/presenter info. (e.g.
          http://www.abc.net.au/classic/newmusic/)
Website maintained 3-days-a-week web, expanded to 5 days in May 07.
2006-2008 - shift towards artist and publisher
  agreements leads to on-demand web streaming of
  on-air programs.
Australian Music Website
Background to CFM’s Australian Music website
     • January 2004 - disappearance of on-air ‘home’ for Australian
       music with closure of weekly specialty programs New Music
       Australia and The Listening Room.
     • July 2004 - new temporary specialist position – Australian
       Music Curator – created to pursue opportunities for Australian
       music programming across the network
     • October 2004 – becomes clear that cross-network
       programming is a long-term project which will not provide a
       focus for new music and other specialist audiences. Decision to
       establish Australian Music website
       (http://www.abc.net.au/classic/australianmusic/)
     • No new resources for design or content creation. Work within
       existing text & list structure. Use pilot projects to expand
       content & explore diverse models for presenting new music.
Pilot project #1
Web as sonic gallery & music as objects in space
http://www.abc.net.au/classic/australianmusic/freshsounds.htm
                            Sonic Environments and previous incarnations
                              (Drawing a long bow; Shortcuts; ModArt05;
                           Aurora in the Metropolis…) presented as audio
                               on-demand streaming with text and images.


                      Problem - temporary nature doesn’t suit secondary
                        & tertiary education audience - a major potential
                                               audience for this content.
Pilot project #2
Radio programs on-line for posterity
          • Canberra’s Calling heritage project
http://www.abc.net.au/classic/features/canberra.htm
          • Elision 20th anniversary concert
http://www.abc.net.au/classic/features/elision20concert.htm



Problem - Addresses long-term access to Australian heritage
  music content on line but doesn’t use web resources to
  attract or engage audience.
Pilot project #3
The A-Z of Spiritual Music
http://www.abc.net.au/classic/spiritual
Associative linking of
• concepts (text & talk)
• musical experiences
  (music recordings)
   Developed by composer Richard Vella
   in collaboration with ABC.


Q - Could a similar architecture be developed for more
  diverse and even user-generated content - a music-
  experiential Wiki?
The AMU podcast
          http://www.abc.net.au/classic/podcast.htm


Audiences want downloads not streaming.
• 2005-2007 Independent new music artists shift from
  opposition to desire for their work to be downloaded.
• New recording contracts incorporating download rights.
• October 2007 - enough content available to begin weekly
  new Australian music podcast, building regular on-line
  audience for new music.
Pilot project #4
The Orpheus Project
http://www.abc.net.au/classic/orpheus
• Artists/listeners create and upload
    short musical works responding to
    opera & Orpheus story with samples
    from Monteverdi’s l’Orfeo.
• Project trials user-generated content and creates relationship between
    network’s core content and broad-based new music community.
• Diverse new work generated, with audience choice and ABC choice
    winners receiving commissions for new work.
• Huge download statistics at culmination of project - 300,000
    downloads in final week!
Definitely need to do more of this, BUT need to find more ways for
    audience to interact on line, and to streamline in-house processing to
    make increased on-line activity sustainable.
Pilot projects #5
Val Camonica Pieces & The Lute Project
http://www.abc.net.au/classic/australianmusic/valcamonica/
http://www.abc.net.au/classic/lute/

                               Radio grappling with rich-media:
                                music with independent film art;
                                  & music video feature content

                             Q How do we pay for independently
                                -produced rich media content?
                               Q How does a radio station build
                             in-house capacity with multi-media?
Issues Arising
•   Website design - as quantity, diversity & richness of content develops, how do we
    re-design websites to be both inviting and navigable?
•   Audiences - how do we promote our on-line new music resources to relevant old
    and new audiences? What are the possibilities for u.g.c. and the development of on-
    line communities?
•   International competition - Will on-line broadcasters and other music presenters
    hyper-link together to survive, or fight to the death? Or is the web an opportunity
    for new and local music presentation?
•   Radio on line - How will audio specialists become strong producers of visual
    content & manage added burden of making on-line content? Or is there a large role
    for purely aural radio experiences on the web? How can the vast heritage archive of
    national music recordings be made available on line?
•   Artist fees - With no new money, how do we pay artists for on-line rights? Or
    should it be seen as promotion or just more broadcasting?
•   Copyright and royalty collection - What are appropriate models for artists
    receiving remuneration for on-line presentation of their work? What about creative
    commons and the ideal of the web as a creative melting pot of freely exchanged
    ideas? Cf: Pool - UGC research partnership with the tertiary sector -
    http://www.pool.org.au/ - launching in July 2008

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New Models of Distribution - Australian Broadcasting Corp Presentation

  • 1. AMU Web Context, Projects & Challenges for a public broadcaster presenting new Australian music on line For Soundstreams: New Models of Distribution Conference by Stephen Adams, May 2008 (Producer, Australian Music Unit, ABC Classic FM, Australian Broadcasting Corporation)
  • 2. Background 1: ABC Radio • Australian Broadcasting Commission (now Corporation) established 1933 • ABC funding from general tax revenue - no licensing fees. • 6 ABC radio symphony orchestras - one in each state capital • ABC Radio now includes 4 national networks: Radio National, ABC Classic FM, Triple J & News Radio plus ABC Local Radio stations across country • Orchestras progressively corporatised and divested from ABC 1990s – 2007 • 2008 – orchestras independent in finance and programming. Special relationship with ABC through Service Level Agreement providing a dollar-neutral commitment to record and broadcast all orchestral series concerts.
  • 3. Background 2:ABC Classic FM Focus on coverage of Australian performance • Music production teams in every state capital (3 teams in Sydney and Melbourne) • 500+ concert & studio performances recorded & broadcast p/year • Concert broadcasts: midday & 8pm, Mon. - Sat. (70% local, 30% international exchange content) • ABC concert recordings also broadcast in weekly programs New Music Up Late, Jazz Up Late and Jazztrack • Sunday Live free broadcast concerts presented around country 10 months per year • Australian Music Unit created to support extended use of Australian content and exchange programs
  • 4. ABC Radio on the web Radio web success stories include: • Radio National podcasts http://www.abc.net.au/services/podcasting/network_RadioNati onal.htm) - huge international take-up for in-depth talk and feature program content) • Triple J’s JTV (http://www.abc.net.au/triplej/tv/) - radio moving into music and youth magazine TV content) & Unearthed (http://www.triplejunearthed.com/) - user music uploads with audience responses feeding on-air programming). • DIG (http://www.abc.net.au/dig/) - on-line automated ‘radio’ & TV content for mainstream popular music, jazz and country music
  • 5. ABC Classic FM on web Classical radio not ABC priority for web resources. ABC Classic FM (CFM) website developed for: • music playlists (e.g. http://www.abc.net.au/classic/daily/stories/s2217907.htm) • program/presenter info. (e.g. http://www.abc.net.au/classic/newmusic/) Website maintained 3-days-a-week web, expanded to 5 days in May 07. 2006-2008 - shift towards artist and publisher agreements leads to on-demand web streaming of on-air programs.
  • 6. Australian Music Website Background to CFM’s Australian Music website • January 2004 - disappearance of on-air ‘home’ for Australian music with closure of weekly specialty programs New Music Australia and The Listening Room. • July 2004 - new temporary specialist position – Australian Music Curator – created to pursue opportunities for Australian music programming across the network • October 2004 – becomes clear that cross-network programming is a long-term project which will not provide a focus for new music and other specialist audiences. Decision to establish Australian Music website (http://www.abc.net.au/classic/australianmusic/) • No new resources for design or content creation. Work within existing text & list structure. Use pilot projects to expand content & explore diverse models for presenting new music.
  • 7. Pilot project #1 Web as sonic gallery & music as objects in space http://www.abc.net.au/classic/australianmusic/freshsounds.htm Sonic Environments and previous incarnations (Drawing a long bow; Shortcuts; ModArt05; Aurora in the Metropolis…) presented as audio on-demand streaming with text and images. Problem - temporary nature doesn’t suit secondary & tertiary education audience - a major potential audience for this content.
  • 8. Pilot project #2 Radio programs on-line for posterity • Canberra’s Calling heritage project http://www.abc.net.au/classic/features/canberra.htm • Elision 20th anniversary concert http://www.abc.net.au/classic/features/elision20concert.htm Problem - Addresses long-term access to Australian heritage music content on line but doesn’t use web resources to attract or engage audience.
  • 9. Pilot project #3 The A-Z of Spiritual Music http://www.abc.net.au/classic/spiritual Associative linking of • concepts (text & talk) • musical experiences (music recordings) Developed by composer Richard Vella in collaboration with ABC. Q - Could a similar architecture be developed for more diverse and even user-generated content - a music- experiential Wiki?
  • 10. The AMU podcast http://www.abc.net.au/classic/podcast.htm Audiences want downloads not streaming. • 2005-2007 Independent new music artists shift from opposition to desire for their work to be downloaded. • New recording contracts incorporating download rights. • October 2007 - enough content available to begin weekly new Australian music podcast, building regular on-line audience for new music.
  • 11. Pilot project #4 The Orpheus Project http://www.abc.net.au/classic/orpheus • Artists/listeners create and upload short musical works responding to opera & Orpheus story with samples from Monteverdi’s l’Orfeo. • Project trials user-generated content and creates relationship between network’s core content and broad-based new music community. • Diverse new work generated, with audience choice and ABC choice winners receiving commissions for new work. • Huge download statistics at culmination of project - 300,000 downloads in final week! Definitely need to do more of this, BUT need to find more ways for audience to interact on line, and to streamline in-house processing to make increased on-line activity sustainable.
  • 12. Pilot projects #5 Val Camonica Pieces & The Lute Project http://www.abc.net.au/classic/australianmusic/valcamonica/ http://www.abc.net.au/classic/lute/ Radio grappling with rich-media: music with independent film art; & music video feature content Q How do we pay for independently -produced rich media content? Q How does a radio station build in-house capacity with multi-media?
  • 13. Issues Arising • Website design - as quantity, diversity & richness of content develops, how do we re-design websites to be both inviting and navigable? • Audiences - how do we promote our on-line new music resources to relevant old and new audiences? What are the possibilities for u.g.c. and the development of on- line communities? • International competition - Will on-line broadcasters and other music presenters hyper-link together to survive, or fight to the death? Or is the web an opportunity for new and local music presentation? • Radio on line - How will audio specialists become strong producers of visual content & manage added burden of making on-line content? Or is there a large role for purely aural radio experiences on the web? How can the vast heritage archive of national music recordings be made available on line? • Artist fees - With no new money, how do we pay artists for on-line rights? Or should it be seen as promotion or just more broadcasting? • Copyright and royalty collection - What are appropriate models for artists receiving remuneration for on-line presentation of their work? What about creative commons and the ideal of the web as a creative melting pot of freely exchanged ideas? Cf: Pool - UGC research partnership with the tertiary sector - http://www.pool.org.au/ - launching in July 2008