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DMW Music Conference Coverage Day #1
DMW Music Tackles Industry's Latest Challenges
By Yuhao Xiang
(more articles from this author)
2013-02-24
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独立小炒DMW音乐研讨会之行DAY #1

从2月20日开始,Digital Media Wire(DMW)在纽约犹太文化遗产博物馆召开了为期两天的研讨会。作为主要赞助商之一的独立小炒也应邀参与了此次会议。作为一家媒体公司,DMV除了提供数字媒体品牌营销的管理和咨询服务,还负责举办行业内的研讨会以及发布行业相关新闻等。 此次会议在诸多重要议题上进行了深入的讨论,不少音乐界一线人士也参与其中。在演讲和ppt展示结束后,本次会议还展开了一系列的以小组为单位的讨论。会议最大的亮点在于,在受邀嘉宾演讲结束后,现场观众也可以上来发表自己的意见。

会议从对当前网络音乐的市场表现着眼,一点点铺展开来。Vevo公司的高级副总裁Alex Kisch率先发言,他指出音乐的分销将是一个未来我们需要面对的巨大挑战。单单依靠YouTube和Pandora是不足以支撑起整个产业的。与此同时,随着电子产品市场不断多元化的发展,大众对于可携带音乐的移动电子设备提出了更多的要求。对此,市场也应该提高对研发相关产品和软件的重视。

Hertz and Lichtenstein LLP的高级合伙人Ken Hertz则认为,我们应该认真回顾过去十年音乐产业日新月异的发展和变化.十年前,我们依赖的是Mp3。十年过去了,Mp3已经慢慢淡出人们的视野,我们开始转而依赖Facebook和iTunes。在总结走过的每个阶段的时候,我们会发现当时在很多产品上进行了大量的投入,却没有换来预期的产出。因此,我们要思考如何能更好的发展自己的产品,同时又能享受它们带来的经济效益。现在很多音乐公司不仅仅依靠艺人来卖CD,还在与音乐不相关的领域发行自己品牌的产品,甚至如香水等化妆品。与其他一些产业不同的是,娱乐产业没有经济模型可以依赖,所以许多问题要依靠沟通来解决。而我们要做的,除了拍出家喻户晓的广告,更需要在我们客户心里建立起诚实可信的形象。

此外,National Music Publisher’s Associaction的主席兼CEO David Israelite指出了一些更加严重的问题。在当下的法律条件下,版权并不能像人们想象中的那样能保护艺人和公司的权益。比如,唱片公司是受到美国法律的一致监管的,但是却没有法律来约束用户和出产商。在不能够在平衡双方利益的条件下签署的合约,就有可能会造成很大程度的混乱。又回到了上一个话题,在这样的恶性循环,再加上娱乐产业又没有经济模型可以依赖的情况下,我们需要关注如何通过更好的沟通来把损失降到最小。

在20日下午展开的研讨会中,Next Big Sound公司的记者Liv Buli还与参与者讨论了数字音乐在当下市场上的地位。数据显示,CD的销售仍然占据大部分的市场利润(60%),剩余的才是属于数字音乐。然而,在数字音乐市场之中,像Pandora一类的在线广播又占据了很大的比例。但是,在线广播自身的局限又限制了它的发展。很多在线播放并不能很好的随身携带,在很多没有网络的条件下不能播放,有些在线广播甚至都不具备搜索的功能。这些都给数字音乐的推广埋下了隐患。

更令人担忧的是,很多数字在线服务网站并不为大众所熟知。相关调查显示,Pandora和youtube两家领头羊的知名度也仅为60%和50%,相比之下Spotify(20%)就显得有点微不足道了。从消费者的角度来看,人们在购物选择是更依赖往常的习惯。同样的,在选择购买一张CD或一首歌的网站时,人们倾向于依赖一些他们日常使用的搜索引擎,如Google,Wikipedia等。然而,Wikipedia是一个可以被任意修改的网站,并不能很好的反应一切。因此,我们应该大力关注到如何能够让大众了解到更多的音乐资讯。我们生活在一个离不开电子产品的时代,所以一切都必须跟上潮流。

随后的议题是如何能更好的利用云存储技术来控制娱乐音乐方面的信息。由于音乐的创作越来越多,人们也会考虑如何来存储他们喜爱的音乐,如何利用好的空间将是一个问题。许多人已经开始学会了云存储,但这同时又带来一些隐患和弊端:运行速度缓慢,不确定的可靠性及安全性等。例如,很多人在利用dropbox时,会遇到是否要选择付费的服务;同样的问题也困扰着其他需要云服务的用户。

相信此次会议重提出的意见和想法给整个音乐产业带来了一些灵感。独立小炒作为一家在线音乐资讯平台,也会为解决这些问题而贡献出自己的一份力。同时也希望会上所有提出的问题都可以得到关注和解答。

Related MusicDish e-Journal Articles:
» DMW Music Conference Coverage Day #2 - DMW Music Tackles Industry's Latest Challenges (2013-02-25)


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