Innovative by DesignInnovative by Design

Evolution of Technology at the C di M i C tCanadian Music Centre

A little bit about us…Elisabeth Bihl

Founded in 1959 the CANADIAN MUSICFounded in 1959, the CANADIAN MUSIC CENTRE is Canada’s only organization mandated to house and actively promote and disseminate theto 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 p y , p , gand information about Canadian composition, the CMC is an essential body in the cultural landscape.

Business FunctionsBusiness Functions• Archival Collections all works (approx. 500-600 yr.)

i l di iti d l ith d/upon arrival are digitized along with sound/score samples

• Library Services above works are catalogued, made y g ,accessible to public via online database for loan

• Music Publishing Services prints unpublished scores for sales and parts for orchestral rentals toscores for sales and parts for orchestral rentals to customers around world

• Communications and Product developmentpCMC e-newsletter,press releases, marketplace outreach

• Recording and Distributions Centrediscs label, and Indie Distributor

IN 1999 CMC HAD A VISIONDigitization - the beginning

• 1999 - CMC became Xerox beta testing site for score scanning software

• 2000 – Digitization begins of music score and audio collections2000 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 linkscomposer bios, extensive links, – dedicated Associate Services section, – CMC Boutique (sample and buy), – digital submissions of composer works

i t ti d i t t d t l– 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, y ,relevant to a broad range of user groups.

Web 2.0 Environment: A new RoadmapWeb 2.0 Environment: A new Roadmap

• 2005 – Awarded best website design at World Expo in g pAichi Japan

• 2006 - AV Trust Audio Digitization conversion of entire 9000 plus archival recordingsentire 9000 plus archival recordings

• 2007 - Online Audio Gallery on website (full recordings and video) 2007 D l d bl t i id• 2007 - Downloadable repertoire guides

• 2007 - New online model for Interactive Composer profiles (Influences of Many Musics)( y )

• 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• Online order Processing • More interactive contributions, feedback, and connectivity

• Library:F ll a dio streaming• 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• Online Exhibitions and enriched composer profiles

• Music Publishing:• Digital score transfer / download sales g

How can we help you?User AccessMichelle Arbuckle

Where are we now?Where are we now?

Online CatalogueOnline Catalogue

Automated Request SystemAutomated Request System

User Access ChallengeUser Access Challenge

H d iHow do we give our users digital access to our collection?

Ie. Scores and recordings

User Access:Th A di RThe Audio Response

Online StreamingOnline Streaming • Grant money received from AV Trust to

deliver audio archive through streamingdeliver audio archive through streaming• Work flow:

• Conversion of .wav files to .mp3• Metadata clean-up – tied to scores• Mental challenge of rethinking “collection”• Mental challenge of rethinking collection .

Ann Southam Digital Audio ArchiveAnn Southam Digital Audio Archive

• Includes all tracks from audio archiveIncludes all tracks from audio archive.

P d t t d il bl t lib• Password protected, available to library patrons.

• Will not include commercial recordings –gthese must still be purchased from Centrediscs or listened to in library. y

User Access: ScoresUser Access: Scores

Pdf On-Screen ViewerPdf On Screen Viewer• Scores were already digitized

Debate over how to present them to users• Debate over how to present them to users• Completely free/downloadable vs. View only vs. Commercial

loaning softwareg

• Unpublished collection can be viewed online in tandem with archived recording.g

• Ultimately will assist in programming decisions.

Ensuring User AccessEnsuring User Access

Steven & Greg talk eCommerce

Steven FosterGregory NewsomeGregory Newsome

eCommerceWhere We Are NowWhere We Are Now

Audio - Centrediscs & CMCDSPh sical prod ct a ailable thro gh regional offices and online bo tiq e• 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 i “ i ” i i ” f k i• CMC is an “arts service” organization” – few marketing resources

• Dwindling broadcast options – the “new CBC Radio 2”

eCommerce ChallengeeCommerce Challenge

How do we leverage online resources to broadly distribute our g yproducts – 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 systems3) 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 - IODAp

CMC Music ServicesBalancing Mandate Fulfillment g

and Revenue Generation

Gregory Newsome

CMC Music ServicesO iOverview

AcquireAcquire• Manuscript, PDF

DigitizeDigitize• Scan, Clean

Reproducep• Specialized Print Shop

Sell(Redirect)

CMC Music ServicesWh W A NWhere We Are Now

Starts with CMC Catalogue: a Shared ResourceStarts with CMC Catalogue: a Shared Resource• Library• Music Services

Conversion: Visitor to Customer• Passive

Fill Order or Redirect• Semi-automated

CMC Music ServicesF Di iFuture Directions

Targeted MarketingTargeted Marketing• Active Visitor Conversion• Long Tail Theoryg y• “Packaging” Content

Increased Automation• Integrated Shipping• Public Pricing

Online Partnerships• Redirect Commission

Greg talks Internal Infrastructure

Internal InfrastructureWh W A NWhere We Are Now

CMC’s internal organization is now largelyCMC 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 InfrastructureInternal Infrastructure

Case Studies

Internal InfrastructureInternal Infrastructure

Music Services Order QueueMusic 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 positionPoint– Point

• Automate wherever possible• Build a custom software solution if necessaryy

Internal InfrastructureInternal Infrastructure

Influences of Many Musics ProjectInfluences 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 cataloguesystem into CMC catalogue

– Point• Leverage special projects for long-term gaing p p j g g

Internal InfrastructureInternal Infrastructure

Simply AccountingSimply Accounting– Network-based accounting software

Different accounting software in different– Different accounting software in different departments led to complex account reconciliation, royalty payment processreconciliation, royalty payment process

– Switched to Simply Accounting last year• Web integration with Music Services Order Queueeb eg a o us c Se ces O de Queue

– Point• Centralize and standardize wherever possiblep

Internal InfrastructureInternal Infrastructure

SummarySummary

– Automate wherever possible– Build a custom software solution if necessary– Leverage special projects for long-term gain– Centralize and standardize wherever possible

Steven CommunicatesSteven Communicates

CommunicationsWhere We Are Now

• Newsletters – e-mail & physical format• Regional e blasts• Regional e-blasts• Regularly updated web content – press

releases news event information etcreleases, news, event information, etc.• CBC Radio 2 has functioned as a

communications partnercommunications partner

Communications Ch llChallenges

H d id f• 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?strategies and target specific user groups?

Communication Response – ExposurePodcast – Sounds New Online Education Projectsj

Audio Heritage Project External Web Radio

Blogs & Social Networking

Communication ResponseConversionConversion

• 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.p

• Establish internal links within the collection - ie. works that appear in multiple format (study score, rental parts, archival audio, commercial recording, etc.)

Personalized / Targeted Communications

Zookoda User Accounts

Future DirectionsFuture Directions

Future Web StrategyFuture Web Strategy

• CONTENT: Make more primary contentCONTENT: Make more primary content accessible.USABILITY M k it i t di• USABILITY: Make it easier to discover new music.

• COMMUNITY: Foster a participatory community of users that contribute newcommunity of users that contribute new forms of content.

Thank You ☺Thank You ☺