| نوع رويداد :
مقاله انگلیسی |
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| تاريخ انتشارخبر: ۲/۵/۱۳۸۷ |
تعدادبازديد :
۵۷۸ |
Disintermediation and Reintermediation of the Sound Recording Value
Arto Tuomola
ABSTRACT Digitalization and the Internet create the potential for
disintermediating the traditional value chain of the sound recording
industry, providing new opportunities for artists and music consumers to
interact and trade in recorded music. This article presents two case
studies in which artists have used information and communication
technology to disintermediate that chain. Their experiences show,
however, that some reintermediation is necessary and desirable to obtain
optimal market benefits. The remintermediation can be controlled to
provide substantial independence for artists.
KEY WORDS: sound recordings, value chain, Internet, industry structurePopular music artists have traditionally needed record company
financing for the production, marketing, and distribution of a sound
recording. Even though the advent of the Internet has not fully shifted –
contrary to optimistic beliefs in recent years – the actual format and the
delivery method of commercial sound recordings from the material CD
soundcarrier, available in physical record stores, to immaterial sound
files available via the Internet, some artists have been able to
substantially benefit from the Internet as a communications medium.
Through a career of CD releases of high quality and regular touring,
a growing number of artists, although not superstars or household
names, have established themselves with a steady international fan base
of tens of thousand persons. By communicating worldwide directly with
their core audience via a we site and regular e-mail newsletters, these
artists have attained tools either to entirely bypass the record company
in the product route of their phonogram release – or at least to improvetheir bargaining position with the company. By self-financing the
production, and selling the resulting CD by mailorder via their websites,
or acquiring the necessary financing directly from the fans, the artists
have been able to retain the copyright of the sound recording and thus
ensure higher returns per unit sold and greater control over the use of
their recordings.
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