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Harmonizing concert, broadcast and recorded music

  • Story Highlights
  • Radio broadcasts of music less important since advent of the Internet
  • Ideally, broadcasters and record companies should have harmonious relationship
  • More CDs can be sold at concerts than in all retail shops if artist tours actively
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From Klaus Heymann for CNN
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(CNN) -- "How do live concerts, radio broadcasts and pre-recorded music complement each other in the successful marketing of classical music?

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Klaus Heymann, founder and CEO of independent classical music label Naxos

From the point of view of a recorded-music company, broadcasts are important elements in marketing a recording. Broadcasts have become somewhat less important, though, since the advent of the Internet.

In the past, a broadcast was the only way for a potential purchaser of a new release to listen to a recording before purchasing it. Nowadays, people can come to our Web site and listen to any recording they are interested in before going to a shop.

How effective broadcasts are for promoting a recording depends to a large extent on whether or not the broadcaster pre- and post-announces the performers involved and, even better, the label on which the recording was released.

Ideally, broadcasters and record companies should have a harmonious relationship. Broadcasters need the content supplied by the record companies to be able to produce interesting programs, and the record companies need the broadcasters to promote their recordings.

There's also a financial benefit for the record companies. They receive public performance royalties every time a recording is played (at least in Europe and Asia, whereas in the United States record companies receive performing royalties only from digital broadcasters).

Live concerts can be very effective promotional tools, especially if the artist performs the works he has recorded and if the promoter of the concert and the record company work closely together to make sure the recordings are on sale at the venue and, even better, if autograph sessions after the concert can be organized.

In many cases, with the space available for classical music in shops shrinking, more CDs can be sold at concerts than in all retail shops combined if an artist tours very actively.

The promoters of live concerts also can benefit from recordings. For example, we supply some of our recordings to symphony orchestras for their Web sites, where potential concertgoers or subscribers can listen to an artist or a particular work performed by the artist online.

We also supply e-cards featuring specific artists to concert promoters to mail to their subscriber list or make recordings by an artist available for download to people who attend a concert, as an incentive.

Klaus Heymann
Chairman, Naxos Group of Companies
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