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DMW Music Conference Coverage Day #2
DMW Music Tackles Industry's Latest Challenges
By Xue Eliana Feng
(more articles from this author)
2013-02-25
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独立小炒DMW音乐研讨会之行DAY #2

2013年2月20和21号,独立小炒有幸参加美国音乐行业里颇具影响力的数字媒体研讨大会(Digital Media Wire Music Conference)。本届为期两天的研讨大会在纽约犹太文化遗产博物馆举行。 研讨会第二天的话题集中在音乐和数字媒体产业的结合,并为两个行业提供了一个交易,信息交流的重要平台。 主要话题包括如何利用数字媒体为音乐产业服务,以及音乐产业的数字媒体的技术发展等。

关于如何更好地利用数字媒体尤其是网络为艺人扩大影响力,演讲嘉宾Dorothy Hui (VP, Digital Marketing, Roc Nation)认为,选择适当的时机在网络上更新有关艺人的信息是很重要的。以著名歌星蕾哈娜(Rihana)的巡回演唱会为例,Dorothy Hui提出,Twitter和其他网站上演唱会的信息更新时间对宣传演出会是相当关键。至于利用什么样的数字媒体渠道宣传艺人,Dorothy Hui主张根据艺人本身的特点决定;如果艺人本身具有很大视觉上的特点和优势,不妨以在YouTube上宣传艺人的音乐视频来扩大知名度。尽管艺人本人的特点对宣传渠道的选择来说是比较重要的,Dorothy Hui认为营销渠道还是得以艺人本身的兴趣爱好为主。每个艺人的偏好不一样,例如有些艺人喜欢利用Twitter来宣传自己,有些艺人喜欢通过粉丝俱乐部来扩大自己的影响力。

除此之外,研讨会还提及如何利用网络上粉丝们的个人信息资料来获取有对艺人价值的信息。演讲嘉宾Brandon Martinez (CEO, INDMusic)认为这些个人资料有很大的利用价值;比如说,艺人可以通过这些信息了解到粉丝们的主要所在区域,然后在巡回演唱会的规划上可以以这些区域为主。尽管利用网络作为艺人的市场营销手段有很多优势,例如成本低等, 演讲嘉宾Nick Lippman (VP & Manager, Lippman Entertainment)对于这种营销手段提出一个质疑:比起粉丝俱乐部等,网络虚拟平台的互动参与程度较低 。通过粉丝俱乐部,粉丝们能过真正融入一个圈子,和其他粉丝们甚至艺人面对面互相交流对音乐的热爱等等;相反,通过网络,粉丝们可能就只是看看音乐视频,听听歌而已。

关于音乐行业里数字媒体的技术发展,本届研讨会则将目光投向了音乐产业的移动化。 主持人Jake Ward (Senior Vice President, Application Developers Alliance) 强调,移动应用软件 (Mobile App)是实现将音乐产业从数字时代推向移动时代的一个重要工具。演讲嘉宾Yi Ping Ho (Senior Director of Strategy & Business Development, Warner Music Group) 特别提到一款大受欢迎的移动应用软件 Linkin Park 8-Bit Rebellion!。Linkin Park 8-Bit Rebellion!是一款以林肯公园为主题的与苹果系统兼容的移动音乐游戏软件。它将林肯公园的热门音乐融入游戏中,为粉丝们带来全新的互动体验。Yi Ping Ho 以 Linkin Park 8-Bit Rebellion!为例,说明以艺人为主题的移动音乐软件有很大的发展前景。另外,Yi Ping Ho认为,将真实和网络虚拟体验相结合是移动应用软件未来的一个发展方向。比如,音乐会上的粉丝们不但能够利用移动软件更新他们音乐会的所在地,而且能够通过这些软件和亲朋好友分享音乐会上发生的点点滴滴。

这次研讨会的第二天讨论了许多实用性颇强的话题,特别是如何运用网络作为营销手段等,独立小炒也从中获得不少珍贵的资讯。总的来说,对于未来音乐产业的发展,此次研讨会预期音乐和数字媒体产业,音乐和高新技术产业将会有更紧密的结合。

Related MusicDish e-Journal Articles:
» DMW Music Conference Coverage Day #1 - DMW Music Tackles Industry's Latest Challenges (2013-02-24)


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