New Media & Classical Music: Turning Change into Progress Skip Pizzi Technology Consultant Fairfax, VA

“Change is scientific, progress is ethical. Change is indubitable, whereas progress is a matter of controversy.” -- Bertrand Russell

Tuning the future We are entering the Third Media Age We are entering the Third Media Age  First Age: Live performance only  Second Age: Electronic Media (analog recording & broadcast)  Third Age: Digital Media Incremental or disruptive change? Incremental or disruptive change?  Hard to know while it’s happening  Consider past models

Impact of change Negative impact of new technology on legacy is often exaggerated Negative impact of new technology on legacy is often exaggerated  Movies will kill live theater  TV will kill radio  VCR will kill cinema A generally uncited case: A generally uncited case:  Did radio affect the audience for classical music performance? If so, how will this change in the Third Age? If so, how will this change in the Third Age?  For better or for worse?

“The world is full of people whose notion of a satisfactory future is, in fact, a return to the idealized past.” -- Robertson Davies

Historical analysis Art & science are forever intertwined Art & science are forever intertwined  From cave paintings to streaming media, tools affect creative process  Delivery systems affect audience access Sound recording changed music from a composers’ to a performers’ milieu Sound recording changed music from a composers’ to a performers’ milieu  Defining the boundary between classical and popular music Many examples demonstrate the aesthetic impact of technology Many examples demonstrate the aesthetic impact of technology

Lessons learned Technology can have fundamental effects Technology can have fundamental effects Some results can be unintended Some results can be unintended Not all forecasts are correct Not all forecasts are correct Real assessment requires substantial time Real assessment requires substantial time Proactive perseverance wins the day Proactive perseverance wins the day

"We always overestimate the change that will occur in the next two years, and underestimate the change that will occur in the next ten.” -- Bill Gates

Harnessing trends Personalization Personalization “Tell me more” functionality “Tell me more” functionality Integrating music commerce Integrating music commerce Adapting to the changing broadcast ecosystem Adapting to the changing broadcast ecosystem

The changing ecosystem -- old NetworkStationListener

The changing ecosystem -- new Station Station Internet Listener Satellite Radio Satellite Radio Networks Syndicators

Recommendations Develop a rich Classical content community Develop a rich Classical content community  Blend radio with events (mix real and virtual experiences) Promote and engage audience interaction Promote and engage audience interaction Stress branding of public radio Stress branding of public radio  Subscription is the ultimate goal of any niche-caster Balance management of legacy vs. new services Balance management of legacy vs. new services  Sustaining vs. repositioning -- new branches that don’t threaten roots  Avoid the non-profit trap: Don’t scale back out of pure economic caution Content, content, content… Content, content, content…  Filling the ever-widening margins abandoned by commercial radio Service, service, service… Service, service, service…  New partnerships & acquisitions Explore all new media venues Explore all new media venues

New media options Satellite radio Satellite radio Broadband & wireless Internet Broadband & wireless Internet Home networks (Wi-fi, cable modem audio service, emerging standards) Home networks (Wi-fi, cable modem audio service, emerging standards) Digital terrestrial radio Digital terrestrial radio Airline audio Airline audio CD/DVD CD/DVD Combinations Combinations This convening provides a unique evaluation opportunity: input requested! This convening provides a unique evaluation opportunity: input requested!

Just because something doesn't do "Just because something doesn't do what you planned it to do doesn't mean it's useless." -- Thomas A. Edison