Marketing Strategies in the UK Classical Music Business: An examination into changes in the classical music business since 1989 Carboni, M. 1-Sep-2011 Lap Lambert Academic Publishing. The first in-depth look at how the recording of Vivaldi’s Four Seasons performed by the iconic violinist Nigel Kennedy changed for ever the way the business practice of the classical music industry. Marketing tools usually employed by the pop sector launched Kennedy as a super star and in the process alerted the major record companies to the potential selling power (and ultimately profitability) of this sector of the market. Many key figures in the classical industry – part of the business in 1989 and still participating – are interviewed for the book. The book covers marketing, broadcasting, business and online distribution.
Carboni, M. 2nd edition, 2016. The Music Industry Handbook (Media Practice). Rutter, P. (ed.). Chapter 10. Routledge p. 216-246. This book provides valuable business strategies for the wishing to set up as independent music specialists offering clear explanations of currents issues. These include legal trading, ownership and IP music law, copyright, and income streams. This is the most up-to-date book on the music industry. My contribution is a chapter purely specialising in the classical music sector, examining why the sector has broadened its horizons and adapted to the way the pop industry operates, especially in the fields of marketing and online trade. It stands alone within the UK academic literary field. It is the first to explore contemporary marketing practice in the classical sector and examines changing business models that pop marketing tools bring to the industry. It also examines the difference in attitude that online trade is regarded in the classical field compared to its pop equivalent. It is specifically for those interested in the music industry and want to be aware of contemporary thinking, in an approachable fashion, thus suitable for students and those within the business itself.
The digitization of music and the accessibility of the artist published in the Journal of Professional Communication 3(2):149-164, 2014 http://digitalcommons.mcmaster.ca/jpc/vol3/iss2/12 There are two ways in which technology could make a real impact… first technological innovations could facilitate many things that are not new. They might make existing processes better or cheaper in ways that might alter the situation meaningfully…the second way technology could change art is through the more profound revision of the role of artist and art-perceiver (Fineberg, 2006). Whilst the internet is established in the music industry as a distribution and selling tool, this paper suggests that technological advances have benefited the independent artist as well, given that the range of companies offering streaming access to music has grown.
Carboni, M. 2012 Procs 2012 International Conference on Economics, Business and Marketing Management. 29. IACSIT Press p. 343-347. Changes in marketing in the classical music business over the last 20 years
Carboni, M. 2012 Procs 2012 International Conference on Economics, Business and Marketing Management. 29. IACSIT Press p. 343-347. This conference paper was devoted to the systems by which the classical music industry has adapted its business model to include online trade and marketing. Quality of the sound of downloading was touched on, an area which has prevented wide spread use of digital marketing in the sector. This paper was given to an audience who were non-European, and therefore offered them a perspective of how the music industry operates in Europe and especially the UK. It was the only paper that touched on music, the rest looking in detail at technology and its influence on business as a whole, especially in Malaysia, India, and Pakistan.
Carboni, M. 20-Jun-2011 2nd Vienna Music Business Research Days. The paper was given in the forum of the University of Music and Performing Arts in Vienna, and included speakers from universities in Sweden, Norway, UK and Germany. All were experts in their field of music and technology and my paper encouraged a good debate on the merits or otherwise of online trade and classical music consumption. The classical music industry and the future that digital innovations can bring to its business models.