12.2 World music industry and marketing

The global music industry is a complex ecosystem dominated by major labels, but independent players and evolving technology are reshaping distribution. From live performances to digital platforms, various channels connect artists with audiences, while music publishing ensures proper compensation.

Marketing world music involves strategic categorization, targeting Western audiences seeking 'exotic' sounds. Cross-cultural collaborations and festivals promote diversity, while visual and digital marketing emphasize cultural elements. However, this commercialization raises ethical concerns about appropriation, fair compensation, and cultural integrity.

Global Music Industry Structure and Impact

Structure of global music industry

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• Major record labels dominate market share Universal Music Group, Sony Music Entertainment, Warner Music Group control significant portion of global music distribution and production
• Independent record labels promote local and niche genres fill gaps in mainstream market often focus on specific musical styles or regional scenes
• Distribution channels evolve with technology physical media (CDs, vinyl) coexist with digital platforms (Spotify, Apple Music) reshape how music reaches consumers
• Music publishing manages royalties and licensing ensures artists and songwriters receive compensation for use of their work
• Live music industry generates significant revenue concerts and festivals provide direct artist-fan interaction crucial for artist income and exposure
• Technological advancements democratize music production digital audio workstations (Pro Tools, Ableton Live) enable home recording social media platforms facilitate direct artist promotion

Marketing strategies for world music

• Genre categorization created 'world music' label in 1980s marketed non-Western music to Western audiences
• Target audience identification focuses on Western consumers seeking 'exotic' sounds appeals to cultural curiosity and desire for diverse musical experiences
• Cross-cultural collaborations pair Western and non-Western artists blend musical traditions create fusion genres (Buena Vista Social Club, Graceland album)
• Music festivals showcase global artists WOMAD (World of Music, Arts and Dance) promotes cultural exchange and diversity
• Cultural elements incorporated in marketing traditional instruments (sitar, didgeridoo) and sounds used in popular music
• Visual representation employs cultural imagery album artwork and artist photos often emphasize 'exotic' or 'traditional' aesthetics
• Digital marketing leverages streaming platforms curated playlists (Spotify's 'Global Hits') increase visibility for world music artists
• Authenticity marketed as selling point emphasizes 'genuine' cultural experiences appeals to consumers seeking 'real' or 'pure' musical forms

Ethics of commercializing traditional music

• Cultural appropriation vs appreciation fine line between respectful engagement and exploitation of cultural elements
• Intellectual property rights challenge traditional knowledge and communal ownership Western copyright law often inadequate for protecting traditional music
• Fair compensation issues arise traditional musicians often underpaid or unrecognized for contributions to commercial music
• Preservation vs transformation tension between maintaining musical traditions and allowing natural evolution through global influences
• Power dynamics global industry often holds more influence than local communities in shaping representation and commercialization
• Stereotyping in marketing can perpetuate harmful or oversimplified views of cultures
• Impact on cultural identity commercialization may alter significance of music within source communities
• Sacred music commercialization raises concerns about appropriate use of ritual or religious musical forms
• Ethical sampling and fusion practices require careful consideration of cultural context and attribution
• Economic opportunities balanced with cultural integrity potential for financial gain weighed against risk of cultural dilution
• UNESCO efforts safeguard intangible cultural heritage recognize and protect traditional music forms as cultural treasures
• Informed consent and collaboration crucial ethical approach involves working closely with source communities in commercialization process