The impacts of new media in music industriesMay 4, 2020 0 By Paophol Suwannasorn
Since the origin of human civilisation, music were mentioned and involved in every culture around the world along all period even until in the present days. It is one of the most essential part of many cultures in the world. Music in those cultures has their own unique style and identity depend on characteristic of people and the cultures. In Thailand, we also have Thai traditional music that has their own style which famous too. Although many cultures have their own style of music, but nowadays, there are some types of popular music that human also sharing the liking in common of those style such as Jazz, Blues, Soul, Rock, Pop, Alternative, etc. As we can see, music is literally playing an important role to be a part of human’s life since the past. However, thanks to the development of technologies, although music was created for thousand years ago, but the ways human could conveniently consume music that resulting easily accessed wider people by music and created more popularity in itself, were changed just recently, around hundred-years ago, and the reason because the development of “media.” This development make the world of music more narrow and bigger at the same time. Finally, human are experienced the newest era of music world which is because the coming of “new media”
1. “Music” before the development of “media”
Music was created for long-time ago, it was involved in a lot of human activities. At the beginning era of music, it was regularly used by religious objective such as “Alleluia” which is the song that we sing in the Christian church to praise God. After that, music was more prevalent used for entertainment and other objectives. However, in the past before media was developed, the only channel that human can listen to music was by live music performed by musicians or play music instruments by themselves because there are no technology that can record sound in that time.
2. Why and how it changed from the past due to development of “media”
Of cause when there are development of technology, something would be changed. The established of equipments that can record sound in that era is the main cause that change the industry of music forever. “Gramophone” ( in 1887 ) is the first tools of music industry that human used to be channel for consume music, we can actually said that it is “the first media of music world.” Its ability to record sound and playback anytime you want is the reason of behavior changing in human too. People could listen to music in their house rather than go out for live music. This music trend in many societies leads to a lot of equipments development that have more quality and more convenient for people in music world and continuously changed from Vinyl, Stereo, Cassette tape, CD, DVD, MP3, Ipod, until Smartphone respectively.
Besides, another thing that changed from the past except the equipments of listening is the channels of broadcasting music. At the early generation of music broadcasting, the songs would go popular or not, it rely on radio stations. People listened to the radio channel because they did not want to pay for tape or CD, or because they were finding for new song releasing and then, they would bought the liking record afterward. After radio era, it is the generation of TV channel. People spend time more on TV, thus, there are many newborn music channels in TV. Lastly, the coming of “new media” which is the newest generation of broadcasting channel that we use nowadays. In this era, people use the websites on internet which are Youtube or other music streaming application for consuming music rather than the old media, and these behaviors affect a lot on entire music world.
Nowadays, there are a lot of changes in music world by media. As we can see, the more technologies of media are developed, the more accessed to wider people by music.
3. The Channel for promoting music of “Artists” or “Record companies” from the past until now.
At the beginning of music industry, the first media channel that was used by record companies for promoting and increasing number of record selling is “radio.” The companies used radio for broadcasting new releasing music or promoting the upcoming works in order to make the works famous. After that, it is the “TV” era. Television channel coming in human life and influence our ways of living a lot. Thus, record companies used this new method for broadcasting their works. Consider a lot of music channels in the past 10-20 years. Finally, it coming to the newest channel, which is “internet.” This present channel is new media that we use in nowadays, it is social platform that almost everyone in the world can easily access to it. Consequently, the companies saw the opportunity of this platform and decided to broadcasting the copyright works in the platform too.
4. The impacts of the development of new media in music industry
The changing of music world by new media also have the adverse impacts too. In the past, before new media era, the ways to make money of the industry are mainly by selling record: Vinyl, Cassette tape, CD. On the other hand, performing live show of the artists, or be a brand ambassador are the minor income channels.
However, in the present, the whole things are upside down. The major ways to make a living of artists and record companies are by “Show Biz” which is performing live show and physical show. Because of the development of media, people in the present could access to copyright music without paying to the companies ( FOR FREE ), by new media platform: “Youtube.”
In addition, the channel that artists can sell their works is changed too. In the past, they can sell a lot of their works that are in record equipments such as Cassette tape, but nowadays, the technology was developed and music streaming applications ( container of MP3 music file ) were occurred resulting to the decreasing of income in this channel because people could download just a single song with more cheaper than ever before. Therefore, music industry need to try harder to have more live show of the artists than in the past for making up the lost of income due to development of “new media”.
5. New media’s technologies in music business
As I said, the ways human can consume music are almost totally changed from the past. there are improvements in many terms, but in this point, the mainly focus would be on the method that is the medium between recording sound and our ears. Since the beginning of the music industry, if people want to listen to music, they need to buy a “record”: Vinyl, Cassette tape, CD, which is a little bit costly because in the record, it has all song in the album! People cannot choose which song they want only. But when the arrive of “music streaming” is coming, more people could afford it because the price is lower, moreover, people can choose the songs that they want directly.
“Music streaming” is the application that change the world of music forever. It located on the new media platform which is on the internet. The applications is music service that contain MP3 file of millions song in it. People could access to it from their cellular devices: smart phone, tablet, laptop. Its abilities are a lot convenient to human. everyone that has a device can easily access to music all the time 24/7 instead of the old media that people are required the player to play a record which is absolutely not comfort for all. “Music streaming” is the application that change the world of music forever. It located on the new media platform which is on the internet. The applications is music service that contain MP3 file of millions song in it. People could access to it from their cellular devices: smart phone, tablet, laptop. Its abilities are a lot convenient to human. everyone that has a device can easily access to music all the time 24/7 instead of the old media that people are required the player to play a record which is absolutely not comfort for all. “Music streaming” is the application that change the world of music forever. It located on the new media platform which is on the internet. The applications is music service that contain MP3 file of millions song in it. People could access to it from their cellular devices: smart phone, tablet, laptop. Its abilities are a lot convenient to human. everyone that has a device can easily access to music all the time 24/7 instead of the old media that people are required the player to play a record which is absolutely not comfort for all.
There are also some kind of technology that might change the face of music industry in the future, it is “VR technology”. nowadays, there are some companies that try to use this invention in music business, they try to give the experience of live music concert without going out anywhere. People can attend the concert in their house rather than going to the concert hall.
6. The opportunity in music industry of every people that came with the coming of new media
In the present, big thanks to the new media, ordinary people can easily be an artists or can easily broadcasting their own music without the middlemen which is record companies. Everyone can share their own works to a lot of people in social platform like Youtube. This incident creates the opportunity to more easy to access to many people by the artists themselves, moreover, it might create more creative on works from the artists because of it convenient.
In addition, the coming of new media also creates many new entrepreneurs in many cycles such as Apple music, Spotify, Joox which is music streaming cycle; or the live service companies that we can see a lot in the present.
The coming of new media in this music industry era is changing the face of music business forever. New media create the benefits to many stakeholders in many terms. It creates new services, new entrepreneurs, new income channels, easily to access by people, easily to access by artists, or a lot of new creative works. However, there are also disadvantages. New media could be said that it is a double-edges sword. If the old music businesses such as record companies or radio station are not adapt their business, they might not have a place for music industry in new media era.