This document discusses the history of the music industry from the 19th century to today. It covers key developments and changes over time, including the invention of the phonograph in 1877, the rise of radio in the 1920s, the dominance of major record labels in the 1980s-90s, the growth of digital music in the late 1990s and 2000s, and the impact of YouTube and social media on music distribution and discovery in the 21st century. Case studies are provided on early YouTube stars like Justin Bieber and Boyce Avenue, as well as how MySpace helped unknown artists get discovered. The last sections discuss strategies for musicians to stay relevant today through social media engagement and maintaining communication with fans.

1. the future of music

2. History – Music Industry
19th century
• 1877 – Invention of the phonograph by Thomas Edison.
This would soon change the face of the music industry to
such that, a new and eventually more popular method of
selling and distribution of music was done via “record
labeling”. This method would eventually slowly replace the
sheet music publishers.

3. History – Music Industry
20th century
• 1920 – The radio became increasingly popular form of
recording and distributing music as it allowed even the
most obscure bands to form and become popular on a
nationwide and sometimes worldwide scale.

4. History – Music Industry
• 1990 – Many record companies died out as quickly as
they had formed, and by the end of the 1980s, the "Big 6"
(6 major companies): EMI, CBS, BMG, PolyGram, WEA
and MCA. These companies would dominate the music
industry.

5. History – Music Industry
• 1998 – Digital music started gaining popularity as
technology started to rapidly advance. This would lead to
another revolution of musical technological shift which
caused widespread economic changes and changed the
structure of relationships between artists, record
companies, promoters, retail music stores, the technology
industry and the consumer.

6. History – Music Industry
• Mid-1998 – PolyGram merged into Universal Music Group
(formerly MCA). This dropped the music industry leaders
down to the "Big 5".

7. History – Music Industry
21st century
• 2000 – The rise of digital music consumption options
contributed to a few fundamental changes in
consumption. Consumers have the option of either
download entire albums or single songs. Album sales
began to decline at this point of time.

8. History – Music Industry
• 2003 – iTunes music store offered legal downloads and
competitors soon followed, offering a variety of online
music services, such as internet radio.
• 2004 – It became the "Big 4" when BMG merged into
Sony. (Left with Universal Music Group, Sony BMG Music
Entertainment, EMI Group and Warner Music Group)

9. History – Music Industry
• 2007 – The popularity of internet music distribution has
risen and more units were sold over the internet
compared to other forms.

10. music industry today

11. ANCIENT TIMES MODERN TIMES
recording labels independent labels
music shops digital distribution
whole albums single songs
MTV YouTube
real musical instruments digital musical instruments (MIDI)
http://www.youtube.com/watch?v=NAllFWSl998

12. YouTube sensation
Bustin Jieber AKA Jiebai
– Discovered in 2008 by Scooter Braun, who happened to come
across Bieber's videos on YouTube, who later become his manager
– Braun tracked down the theater he was performing in, located
Bieber's school, and finally contacted Bieber’s mum. (STALKER!)
– After receiving permission, Braun flew Bieber to Atlanta. A week
after arriving, Bieber sang for Usher. His career begins…
– One of Bieber’s earliest videos on YouTube before he got
recognised: http://www.youtube.com/watch?v=csymVmm1xTw

13. YouTube sensation
Boyce Avenue
– Began posting videos in 2007, both material and covers.
– In an attempt to connect with their online fan base, the band
decided to go on tours. Toured the Philippines, Europe and around
USA.
– Recently, the band signed with Universal Republic and has a second
album titled, ‘All We Have left’
– Boyce Avenue also collaborated with another well-known YouTube
musician, Savannah Outen, in one of their latest covers.

14. MySpace Warriors
• is distinct because of its music community
• users are allowed to upload their music onto their profile
page for sharing purposes
• with this feature, a lot of users joined MySpace for the
purpose of uploading their own songs and covers in hope
to share it and maybe get recognised
• MySpace Records was launched in 2005 in an effort to
discover unknown talents

15. MySpace Warriors
▲ creating demo songs and
posting them on her MySpace
profile’s playlist
▲ well-received as the views on
her page rosed to tens of
thousands
▲ the success of her songs
convinced her label to allow her
more creative control over the
album and to use some of the
songs that she had written
instead of forcing her to work
with mainstream producers

16. how to make
your band sound good

17. the future of music

18. is in all of us

19. So let’s assume that you
have a “DYNAMITE” sound
• know your tools
• know your friends
• know yourself

20. know your tools

24. make new friends

25. you start off as a nobody
nobody knows you
nobody cares
nobody

26. you should
know your brands
know your celebrities
make friends with all of them

28. nobody becomes famous
by doing nothing

29. Music today is not just songs that celebrities
and recording labels throw into our iPods,
but also the constant dialogue that both
parties keep with the fans.

30. How to make my
music stay relevant?
• constant dialogue
• music rotations
• teasers
• keep it real

31. CASE STUDY:
ZOE KEATING

32. blog.myspace.facebook.twitter

36. is that enough?

37. interactive relationship
She tweets about everything from how best to get her
cello on a plane, to where she's playing next, and how
much she loves the view from a cabin in Colorado.
"That's what fans want now," says Keating. "The want to
know you."
Keating's fans pushed her most recent album Into the
Trees to number seven on the Billboard Classical charts
— and that's without any formal publicity.
Source: NPR, Aug 2010
http://www.npr.org/blogs/therecord/2010/08/19/129300878/women-musicians-use-social-media-to-craft-their-image

38. networking with different names

39. freedom of digital downloads

40. contact information

41. thank you