New Media & Classical New Media & Classical Music:Music:Turning Change into ProgressTurning Change into Progress

Skip PizziSkip PizziTechnology ConsultantTechnology Consultant

Fairfax, VAFairfax, VA

““Change is scientific, progress is Change is scientific, progress is ethical.ethical.

Change is indubitable, whereas Change is indubitable, whereas progress is a matter of progress is a matter of

controversy.”controversy.”

---- Bertrand RussellBertrand Russell

Tuning the futureTuning the future We are entering the Third Media We are entering the Third Media

AgeAge First Age: Live performance onlyFirst Age: Live performance only Second Age: Electronic Media Second Age: Electronic Media

(analog recording & broadcast)(analog recording & broadcast) Third Age: Digital MediaThird Age: Digital Media

Incremental or disruptive Incremental or disruptive change?change? Hard to know while it’s happeningHard to know while it’s happening Consider past modelsConsider past models

Impact of changeImpact of change Negative impact of new technology Negative impact of new technology

on legacy is often exaggeratedon legacy is often exaggerated Movies will kill live theaterMovies will kill live theater TV will kill radioTV will kill radio VCR will kill cinemaVCR will kill cinema

A generally uncited case:A generally uncited case: Did radio affect the audience for Did radio affect the audience for

classical music performance?classical music performance?

If so, how will this change in the If so, how will this change in the Third Age?Third Age? For better or for worse?For better or for worse?

““The world is full of people The world is full of people whose notion of a satisfactory whose notion of a satisfactory future is, in fact, a return to future is, in fact, a return to

the idealized past.”the idealized past.”

-- Robertson Davies-- Robertson Davies

Historical analysis Historical analysis Art & science are forever intertwinedArt & science are forever intertwined

From cave paintings to streaming From cave paintings to streaming media, tools affect creative processmedia, tools affect creative process

Delivery systems affect audience Delivery systems affect audience accessaccess

Sound recording changed music Sound recording changed music from a composers’ to a performers’ from a composers’ to a performers’ milieumilieu Defining the boundary between Defining the boundary between

classical and popular musicclassical and popular music

Many examples demonstrate the Many examples demonstrate the aesthetic impact of technologyaesthetic impact of technology

Lessons learnedLessons learned

Technology can have fundamental Technology can have fundamental effectseffects

Some results can be unintendedSome results can be unintended Not all forecasts are correctNot all forecasts are correct Real assessment requires substantial Real assessment requires substantial

timetime Proactive perseverance wins the dayProactive perseverance wins the day

"We always overestimate the "We always overestimate the change that will occur in the change that will occur in the

next two years, and next two years, and underestimate the change underestimate the change that will occur in the next that will occur in the next

ten.”ten.”

-- Bill Gates-- Bill Gates

Harnessing trendsHarnessing trends

PersonalizationPersonalization

““Tell me more” functionalityTell me more” functionality

Integrating music commerceIntegrating music commerce

Adapting to the changing Adapting to the changing broadcast ecosystembroadcast ecosystem

The changing ecosystem The changing ecosystem -- old-- old

Network Station Listener

The changing ecosystem The changing ecosystem -- new-- new

StationStation

InternetInternetListen

er

Satellite Radio

Satellite Radio

NetworksNetworksNetworks

NetworksNetworksSyndicators

RecommendationsRecommendations Develop a rich Classical content communityDevelop a rich Classical content community

Blend radio with events (mix real and virtual Blend radio with events (mix real and virtual experiences)experiences)

Promote and engage audience interaction Promote and engage audience interaction Stress branding of public radioStress branding of public radio

SubscriptionSubscription is the ultimate goal of any niche-caster is the ultimate goal of any niche-caster

Balance management of legacy vs. new Balance management of legacy vs. new servicesservices Sustaining vs. repositioning -- new branches that don’t Sustaining vs. repositioning -- new branches that don’t

threaten rootsthreaten roots Avoid the non-profit trap: Don’t scale back out of pure Avoid the non-profit trap: Don’t scale back out of pure

economic cautioneconomic caution

Content, content, content…Content, content, content… Filling the ever-widening margins abandoned by commercial Filling the ever-widening margins abandoned by commercial

radioradio

Service, service, service…Service, service, service… New partnerships & acquisitionsNew partnerships & acquisitions

Explore all new media venuesExplore all new media venues

New media optionsNew media options Satellite radioSatellite radio Broadband & wireless InternetBroadband & wireless Internet Home networks (Wi-fi, cable Home networks (Wi-fi, cable

modem audio service, emerging modem audio service, emerging standards)standards)

Digital terrestrial radioDigital terrestrial radio Airline audioAirline audio CD/DVDCD/DVD Combinations Combinations This convening provides a unique This convening provides a unique

evaluation opportunity: input evaluation opportunity: input requested!requested!

"Just because something Just because something doesn't do doesn't do

what you planned it to do what you planned it to do doesn't mean it's useless."doesn't mean it's useless."

-- Thomas A. Edison-- Thomas A. Edison