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Coverage of University of Miami MEISA Conference: Southeast Regional Music Industry Student Conference
Coverage of University of Miami MEISA Conference: Southeast Regional Music Industry Student Conference
By Jing Wang
(more articles from this author)
2013-02-28
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美国东南部音乐产业学生会议

2月23号,笔者参加了由迈阿密大学音乐商业系主办,音乐商业学生会承办的美国东南部音乐产业学生会议。此次会议旨在为学生提供了解音乐产业最新权威动态的平台。会议囊括音乐产业的主要组成部分,邀请了包括 Capital Music group 的主席兼首席执行官 Steve Barnett 在内的业界权威人士出席并发表演讲。为期一天的会议日程紧凑,包括了三场座谈会,一场大师班以及一场主题演讲。

本次会议主办方代表,迈阿密大学音乐商业及娱乐产业系主任Serona Remarks致开幕词后,大会正式开始。第一场座谈会题为“音乐创作与权益保护”。迈阿密大学音乐商业系副教授John Redmond主持了此场讲座。参加讲座的两位嘉宾分别从作曲家和出版商的角度介绍了以作曲为核心展开的一系列工作,并对知识产权保护的现状做了讨论。嘉宾对于保护作家知识产权提出两点建议:第一,为歌曲注册。第二,加入知识产权组织。第二场座谈会题为“演出管理”。由迈阿密大学艺术呈现与演出管理专业教授Chis Palmer主持本场讲座。本场嘉宾由制作人,演出经纪人,演出公司代表组成。嘉宾从其各自工作经验讲起,为艺人在演艺之路上的发展献计献策。作为刚起步艺人,应将演出机会而不是收入放在首位。此外,在当今时代,艺人除了要具备的优秀的现场演出能力,还应学会利用互联网技术进行自我宣传。在第三场主题为“视频”的讲座里,来自网络公司和传媒公司的代表嘉宾就网络在音乐商业里的应用展开讨论。嘉宾介绍了网络对音乐从创作到推广方式的改变,特别指出了视频前几秒的重要性。网络给观众提供了巨大的选择机会,一个视频若不能在播放之初吸引住观众就很有可能被直接忽略。讲座还就赞助广告如何巧妙加入视频问题做了讨论。

下午的大师班由国际著名演出代理商WME的演出代理人Michel Vega主讲。本场采用了问答形式,学生就各自感兴趣的话题向Michel进行了咨询。话题角度多样,涵盖面广。通过互动,主讲人介绍了演出代理的业务,代理人日常工作情况,并应学生要求讲述了自己的职业发展历程。其间Michel强调了艺人建立自身历史记录在演出预订中的重要性,其影响到代理对演出场馆的选择和推销演出时的说服力。他还介绍了演出代理对于不知名艺人和知名艺人工作方式的区别。对于不知名艺人,演出代理主要职能即是推销。而对于知名艺人,演出代理则要学会选择和拒绝。其工作重心在于保护艺人,使艺人免于陷入糟糕的协议之中。另外,主讲人还强调了协作精神在工作中的重要性。

最后一场主题演讲请到了美国音乐产业的重量级人物--Steve Barnett. 历任多家国际著名唱片公司高管的Steve从业数十年,见证了音乐产业的变迁。本次主题演讲旨在介绍音乐产业发展趋势。演讲通过同媒体演示,清晰展示出数字音乐的兴起和唱片行业的衰落。在新的形势下,音乐的选择权被交到听众手里。Steve指出,为取得商业成功,音乐应具备的两个重要因素:便于易得性与高质量。以Pandora为例,越来越多听众愿意付费去欣赏没有广告的音乐。而在艺人发展角度,歌迷起着愈加重要的作用。人们有很多途径得到音乐,然而在选择购买的时候,对艺人的喜爱和支持则是主要动因。因此,艺人应充分利用社交网络资源,吸引更多歌迷。最后,Steve勉励年轻人提高创造性思维,并祝愿广大青年在音乐产业盈利模式多元化的今天有良好发展。

会议在热烈的气氛中落下帷幕。


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