The music world is in a state of upheaval: the sale of CDs is collapsing, record shops are disappearing, but the internet is booming: digitalisation is opening up new channels of distribution, and community websites like MySpace and YouTube provide new opportunities for self promotion. Even traditional folk music is going on line and experiencing a renaissance.
The latest edition of Pro Helvetia’s magazine Passages looks in depth at the changes in the music world and in particular at the way in which music is promoted. Promotion faces new challenges: pop music and jazz need to be pushed more strongly, new music must have networks to find a larger audience, and crossover music requires particularly strong promotion.
Articles include:
We need to focus more on reaching audiences
The music world is going through a period of transformation which poses new challenges for cultural sponsorship. Thomas Meyer talks to Thomas Gartmann, head of Pro Helvetia’s Music Department, about some of the work to be done: expanding existing networks and developing the right strategies for each branch of music, from pop to classical, jazz and folk.
There’s nothing more serious than entertainment
The boundary between serious music and musical entertainment is more permeable than ever. An arts sponsorship with no ear for cross-over is missing out on a ‘mega’ trend.
Artists’ grants for pop music: a contradiction in terms?
While international music conglomerates are in crisis, locally-produced pop music is booming. But does ‘pop’ automatically mean ‘popular’? A music critic makes the case for funding pop musicians sustainably.
Supporting Emerging Talent
Whether jazz, pop or exper-imental: young musicians must be somewhat well-known in Switzerland before they can seek international success. Pierre-Jean Crittin spoke with Marc Ridet of Swiss Music Export and Christian Steulet of Suisse Diagonales Jazz about strategies for supporting newcomers at home and abroad.