Photo by Sergey Lapshin –

European Commission published its Communication Towards a modern, more European copyright framework in December 2015, while acknowledging that music and other creative content and online services are both important for economic growth in Europe. In IFPI Global Music Report 2016 we can read, that “the global music market achieved a key milestone in 2015 when digital became the primary revenue stream for recorded music, overtaking sales of physical formats for the first time. Digital revenues now account for 45 per cent of total revenues, compared to 39 per cent for physical sales”. It’s also reported that total industry revenues grew 3.2 per cent to US$ 15.0 billion, leading to the industry’s first significant year-on-year growth in nearly two decades. In the UK, for example, the music industry employs over 115,000 people, generating £4.1bn for the economy (in 2014). In New Zealand (where there are only 4.5 million residents) music contributed NZ $472 million to the economy (in 2014). However, “there is a fundamental weakness underlying this recovery. Music is being consumed at record levels, but this explosion in consumption is not returning a fair remuneration to artists and record labels. This is because of a market distortion resulting in a “value gap” which is depriving artists and labels of a fair return for their work”.

Music creates jobs, builds skills, fosters social cohesion and integration, supports artistic and business development, but also supports community development! Musicians work across the borders, but what is important – these individuals work in the whole ecosystem. In October 2017 Wenancjusz Ochmann leaded the workshops and debate titled “Artistic interventions in the sector of small and medium enterprises – European context and good practices”. It was organised by Foundation ARTeria in the framework of the European Freelancers Week.

Young artists, mainly musicians, summed up the programmes, seminars and workshops run by Private Music School VENO’S STUDIO and ARTeria Foundation focused on development their talents, vocational and business skills. Almost all famous artists started their artistic path at theirs homes… even finally they are now at the top. So what does determine their success? The participants discussed about the international music market, what it means for them “to be ready for the international career”, how prepare artists for this, what kinds of support they need to build their own, international path, also – about networking (knowing who, what, where and why). And finally discussion focused on “branding” in music – how to build the personal brand and brand partnerships. The ideas were various: to collaborate with leaders of the opinion, people who have a similar group of recipients or artistic goals, to collaborate with professionals who could help the artists to find their own place at the music market (labels, management or PR team, etc.). The final conclusion of this issues was: it’s very important to define by artists their specific and distinctive brand and defined goals to achieve – the mistake of many artists is the lack of vision.
But still one of the biggest problem defined by participants was this “value gap” – problems with copyright also in the context of the international music market. As Placido Domingo, chairman of IFPI, said “Today it is more important than ever that all music rights holders campaign together to protect the future of our musical industry and our young musicians”.

Developed by Anna Ochmann

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