innovative by design (revised)
DESCRIPTION
TRANSCRIPT
Innovative by Design
Evolution of Technology at the Canadian Music Centre
A little bit about us…Elisabeth Bihl
Founded in 1959, the CANADIAN MUSIC CENTRE is Canada’s only organization mandated to house and actively promote and disseminate the music of Canada’s classical music composers within Canada and internationally.
As a primary resource for scores, parts, recordings and information about Canadian composition, the CMC is an essential body in the cultural landscape.
Business Functions
• Archival Collections all works (approx. 500-600 yr.) upon arrival are digitized along with sound/score samples
• Library Services above works are catalogued, made accessible to public via online database for loan
• Music Publishing Services prints unpublished scores for sales and parts for orchestral rentals to customers around world
• Communications and Product developmentCMC e-newsletter,press releases, marketplace outreach
• Recording and Distributions Centrediscs label, and Indie Distributor
IN 1999 CMC HAD A VISION Digitization - the beginning
• 1999 - CMC became Xerox beta testing site for score scanning software • 2000 – Digitization begins of music score and audio collections • 2002 – Development of a comprehensive web strategy with web
design company Ecentricarts• 2003 – www.musiccentre.ca
– new interactive, e-commerce enabled website – fully searchable library database, – digital score and sound clips, – composer bios, extensive links, – dedicated Associate Services section, – CMC Boutique (sample and buy), – digital submissions of composer works – interactive and interconnected tools,
• 2003 - Re-alignment of CMC staff to match our new digital reality. Significant changes to operational and organizational
structures make delivery of our services more accessible, relevant to a broad range of user groups.
Web 2.0 Environment: A new Roadmap
• 2005 – Awarded best website design at World Expo in Aichi Japan
• 2006 - AV Trust Audio Digitization conversion of entire 9000 plus archival recordings
• 2007 - Online Audio Gallery on website (full recordings and video)
• 2007 - Downloadable repertoire guides• 2007 - New online model for Interactive
Composer profiles (Influences of Many Musics)• 2007 - CMC new Strategic/ Business Plan and
Stakeholder Survey (Digital Library)
In progress 2008 and beyond
• Centediscs label• Podcasts • Online Downloads
• Website: Improved interactivity through user communities • User Accounts • Online order Processing • More interactive contributions, feedback, and connectivity
• Library:• Full audio streaming • Online perusal of full scores and other musical artifacts • Online listings of Associate non-collection materials from bios • Digitization of composer vertical files • Online Exhibitions and enriched composer profiles
• Music Publishing:• Digital score transfer / download sales
How can we help you?User Access
Michelle Arbuckle
Where are we now?
Online Catalogue
Automated Request System
User Access Challenge
How do we give our users
digital access to our collection?
Ie. Scores and recordings
User Access:The Audio Response
Online Streaming
• Grant money received from AV Trust to deliver audio archive through streaming
• Work flow:• Conversion of .wav files to .mp3• Metadata clean-up – tied to scores• Mental challenge of rethinking “collection”.
Ann Southam Digital Audio Archive
• Includes all tracks from audio archive.
• Password protected, available to library patrons.
• Will not include commercial recordings – these must still be purchased from Centrediscs or listened to in library.
User Access: Scores
Pdf On-Screen Viewer
• Scores were already digitized
• Debate over how to present them to users• Completely free/downloadable vs. View only vs. Commercial
loaning software
• Unpublished collection can be viewed online in tandem with archived recording.
• Ultimately will assist in programming decisions.
Ensuring User Access
Steven & Greg talk eCommerce
Steven Foster
Gregory Newsome
eCommerceWhere We Are Now
Audio - Centrediscs & CMCDS• Physical product available through regional offices and online boutique.
• Few opportunities for distribution to “traditional” vendors (ie. HMV). New vendor models (big box stores) ill-suited to classical music.
• CMC is an “arts service” organization” – few marketing resources• Dwindling broadcast options – the “new CBC Radio 2”
eCommerce Challenge
How do we leverage online resources to broadly distribute our products – in the most efficient manner?
• Independent Online Distribution Alliance (IODA) – www.iodalliance.com
1) Network of digital retail partners includes all the major distributors (iTunes, Amazon, eMusic, Puretracks, etc.) as well as newly emerging outlets.
2) Over 300 online and mobile retailers around the world. 3) Claim to have the most efficient delivery and content management systems
in the business.
• MaGaDa
1) Provides export services for physical product to e-retailers worldwide – current focusing on France & Germany
2) Maintains relationships with suppliers and retailers through an online interface
eCommerce Response - IODA
CMC Music ServicesBalancing Mandate Fulfillment
and Revenue Generation
Gregory Newsome
CMC Music ServicesOverview
Acquire• Manuscript, PDF
Digitize• Scan, Clean
Reproduce• Specialized Print Shop
Sell
(Redirect)
CMC Music ServicesWhere We Are Now
Starts with CMC Catalogue: a Shared Resource• Library• Music Services
Conversion: Visitor to Customer• Passive
Fill Order or Redirect• Semi-automated
CMC Music ServicesFuture Directions
Targeted Marketing• Active Visitor Conversion• Long Tail Theory• “Packaging” Content
Increased Automation• Integrated Shipping• Public Pricing
Online Partnerships• Redirect Commission
Greg talks Internal Infrastructure
Internal InfrastructureWhere We Are Now
CMC’s internal organization is now largely technology or web-based, i.e.
• Interlibrary loan• Royalty payments• Scanning
CMC catalogue represents most internal workflows, i.e.
• From acquisition to library shelf• From order to delivery
Internal Infrastructure
Case Studies
Internal Infrastructure
Music Services Order Queue– Custom web-based tool that manages the life
cycle of an order– Integrated with user side of CMC website and
Simply Accounting– We programmed the internal workflow, and
transformed a staff position– Point
• Automate wherever possible• Build a custom software solution if necessary
Internal Infrastructure
Influences of Many Musics Project– Explores the lives and works of forty
internationally-born Canadian composers– Primary goals
• Education• Promotion
– Built a scalable, custom content management system into CMC catalogue
– Point• Leverage special projects for long-term gain
Internal Infrastructure
Simply Accounting– Network-based accounting software– Different accounting software in different
departments led to complex account reconciliation, royalty payment process
– Switched to Simply Accounting last year• Web integration with Music Services Order Queue
– Point• Centralize and standardize wherever possible
Internal Infrastructure
Summary
– Automate wherever possible– Build a custom software solution if necessary– Leverage special projects for long-term gain– Centralize and standardize wherever possible
Steven Communicates
Communications Where We Are Now
• Newsletters – e-mail & physical format• Regional e-blasts• Regularly updated web content – press
releases, news, event information, etc.• CBC Radio 2 has functioned as a
communications partner
Communications Challenges
• How can we engage users and provide exposure for specific “products” as well as the collection in general?
• How can we convert users to purchasers once they have been exposed to our music?
• How can we personalize our communications strategies and target specific user groups?
Communication Response – Exposure Podcast – Sounds New Online Education Projects
Audio Heritage Project External Web Radio
Blogs & Social Networking
Communication Response
Personalized / Targeted Communications
Zookoda User Accounts
Conversion• Take advantage of every opportunity to move user from discovery to action – ie.
direct access to item listing in database from podcast page, provide options for further exploration of similar materials.
• Establish internal links within the collection - ie. works that appear in multiple format (study score, rental parts, archival audio, commercial recording, etc.)
Future Directions
Future Web Strategy
• CONTENT: Make more primary content accessible.
• USABILITY: Make it easier to discover new music.
• COMMUNITY: Foster a participatory community of users that contribute new forms of content.
Thank You