|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/musicbiz
课程评论：没有评论
课程名称：理解音乐产业：音乐的价值 课程概述：本课程将探讨美国音乐行业，借助范德堡大学在田纳西州纳什维尔的独特视角。纳什维尔是美国主要的音乐中心，其创造的音乐在全球范围内产生影响，尤其在乡村、摇滚、流行、创作歌手和美国传统音乐等 genres 方面。学生将了解到，尽管音乐风格和类型各异，录音、营销、版权、许可和现场表演的基本原则是相同的。 美国音乐产业是一个变化迅速且充满矛盾的行业。媒体报道和轶事故事常常增加了人们的困惑。例如，以下是一些近期新闻故事的总结： - 音乐产业已经崩溃 - 音乐需求在历史上以最快的速度增长 - 历史悠久的录音室以惊人的速度关闭 - 录音的人比以往任何时候都多 - 音乐家通常在巡演中亏损 - 音乐家通常在巡演中获利 - 大牌艺术家因流媒体服务不给予公平报酬而撤下歌曲 - 大牌艺术家通过流媒体服务赚取巨额收益 - 人们不再购买唱片 - 黑胶唱片销售激增 本课程旨在理解这些看似矛盾的趋势和数据，概述当今音乐产业的基本结构和机制，并鼓励学生以批判和创业的视角思考音乐的未来。课程将通过与音乐行业各个领域的领导者进行深入访谈，提供更广泛的视角，同时通过录音会的素材展示歌曲从灵感到成品录音的幕后过程。 参与者将面对关于艺术与商业的问题，这些问题既是经典的，也是当今至关重要的。完成课程后，学生将掌握更多工具，使他们在创作、推广和消费音乐时能够做出更明智的决策。 课程大纲： 1. 录音与唱片公司（第一部分）：本模块讨论音频录制的基础，包括家庭录音与专业录音室的利弊以及录音环境中的不同工作角色。 2. 录音与唱片公司（第二部分）：探讨教育与音乐产业的问题，回顾音频格式历史，并总结主要和独立唱片公司的区别。 3. 版权与出版：深入音乐版权和出版的复杂世界，讨论作曲者的公正报酬问题。 4. 媒体：研究公关、宣传、市场营销、社交媒体、广播和流媒体服务在音乐传播中的重要性。 5. 现场演出：分析现场演出在音乐家职业生涯中的重要性，以及与之相关的团队与角色。 6. 新模型、趋势与策略：探讨数字革命带来的行业动荡，讨论创新为艺术家和商界带来的机会与挑战。 7. 课程总结：回顾讨论、测验和最新消息的分析。 课程于2016年2月19日上线。
Name:Recording & Record Labels, Part 1
Description:Part 1 of this module will cover the basics of audio recording. You’ll learn about the pros and cons of home vs. studio recording, hear perspectives from both home and professional studio owners, and learn about different jobs and roles in recording environments. Finally, you will watch the evolution of the theme song for our course, starting with a rough demo sung into a phone recording app, and following through to the end of the recording session with professional musicians in Nashville.
Name:Recording & Record Labels, Part 2
Description:Week 2 of the Recording & Record Labels module considers questions about education and the music business (and includes an interview with a music school dean), reviews the history of audio formats with an on-location visit to a popular music archive, and outlines the differences between major and independent record labels. At the end of this module, you will be asked to think about the current state of the recording industry, and consider questions about the value of recorded music in a rapidly shifting environment. What is a recording worth?
Name:Copyright & Publishing
Description:In this module, learners will wade into the complicated world of music copyright and publishing. Interviews with an executive from a performing rights organization and another music school dean with a background in publishing and intellectual property rights will help to decipher the world of publishing- and sound recording-related royalties and the question of public domain. The question of fair payment to songwriters is one of the most hotly contested issues in the music industry today, and you will think critically about how value is assigned to compositions in different media environments. What is a song worth?
Name:Media
Description:The subjects in this segment – PR, publicity, marketing, social media, radio, and streaming services – could all come under the heading “Getting The Word Out”, or “Cutting Through The Noise.” You will learn how innovations in technology are changing the means by which audiences connect with music, and you will consider the ways that innovation causes controversy within the music industry, as old boundaries are challenged. You will hear about jobs and roles related to media and music. Interviews with a radio station owner and a communications school dean will highlight the important issues and shifts happening in this field.
Name:Live Performance
Description:Live performance has become a crucial component of many musicians’ careers in an era when many traditional income streams for musicians are shrinking. This module will take a look at the team of people who work with an artist doing strategy and planning (i.e., managers and agents) and people who travel with the artist on the road. You will also consider live music from the point of view of venue owners, concert promoters, and talent buyers, and interviews with a road manager and a club owner will guide your perspective about the current world of live music. What is a concert ticket worth?
Name:New Models, Trends & Strategies
Description:Upheaval in many sectors of the music industry – much of it brought by the digital revolution – has led innovative people on both the business and artistic sides of the industry to do business in new ways. You will learn about opportunities for entrepreneurialism that come with technological advances; you will think critically about the controversies that arise when traditional businesses must redefine their relationships with artists; and you will hear from a business owner who has succeeded by questioning old boundaries and focusing on artist services. You will wrap up your engagement with the course by considering some larger ethical questions and asking yourself what you can do to support a healthy music ecosystem.
Name:Wrapping Up
Description:Wrapping up discussions, quizzes, and final breaking news analysis
This course will examine the music industry in the United States, with the unique perspective gained by Vanderbilt University’s location in Nashville, TN. Nashville is a major center of music in the United States, and the music created here has a global reach, particularly in the country, rock, pop, singer-songwriter, and Americana genres. However, students will learn that the basic principles of recording, marketing, copyright, licensing, and live performance are the same, regardless of musical style or genre. The music business is one of the most rapidly changing industries in the US today. It is also an industry filled with contradiction, and media headlines and anecdotal stories often add to the confusion. Here are just a few statements paraphrased from recent news stories: * The music business has collapsed * Demand for music is expanding at the greatest rate in history * Historic recording studios are closing at an alarming rate * More people are making recordings than ever before * Musicians usually lose money touring * Musicians usually make money touring * Major artist pulls songs off streaming services because they don’t pay fairly * Major artist makes a fortune from streaming services * People won’t buy records anymore * Vinyl record sales are soaring This course will attempt to make sense of these seemingly contradictory trends and data, outline the basic structure and mechanisms of today’s music industry, and encourage students to think critically and entrepreneurially about the future of music. Leaders from various areas of the music business will lend their perspectives through in-depth interviews, and footage from a recording session will give learners a behind the scenes look at how a song goes from the spark of an idea hummed into a cell phone to a finished recording. Participants will grapple with questions about art and commerce which are both timeless and crucially important today, and will emerge from this course with tools allowing them to make more informed decisions as creators, promoters, and consumers of music. Course launches February 19, 2016.
