Consider the following comparison between the foods we eat and the media we use:
FAST FOOD/FOOD ON THE RUN
Provides:
Convenience, speed, variety of choices, a fixed menu & low cost. Others’ labour.
versus
A FULL COURSE DINNER
Requires:
Recipe book, utensils & appliances, food purchases, time, preparation and presentation. Our Labour
NOW
Using today’s MEDIA consider the phrases “sound bite” or “text image” providing rapid and shortened responses as we multi-task every day.
What is our attention span and how much research do we pursue to ensure accuracy?
Are all our communications like the fast food we eat in a few minutes and how often do we spend much more time digesting the contents and asking questions?
OUR MEDIA TECHNOLOGIES
Books, magazines, posters & newspapers, fine art prints, pens & paper, Films, satellite broadcasts, live concerts, sound studios, theatres, photos & cameras,
Radio, television, audio players, microphones, telephones, headphones,
VCRs, CD/DVDs, cellphones, GPS, videogames.
COMPUTERS & THEIR APPLICATIONS
Desk/laptops, printers, scanners, ipads, tablets, ultrasound/medical devices
Facebook, Google, Yahoo, Amazon, ebay, websites & online information
Software, youtube, blackberry, skype, twitter, itunes, etc.
The 5Es associated with our choices will demonstrate their importance in our lives and careers: Entertain, Educate, Enrich, Enlighten & Everlasting
Why Do (Musical) Artists Create:
- the $ money & rewards
- for the fame & prestige that it generates
- as therapy & as an expression self development
- to tell others what they feel & think and believe
- to receive the approval of others & their respect
- to make me happy- I enjoy it
- to help others and inspire them
- to experience self gratification, ego and recognition
- to demonstrate the ability to start & finish a project
- to explore new ideas & to rework older forms
- some or none of the above as motivation
ARTIST(MUSICIAN) + AUDIENCE(MARKET) = A VALUE
which measures and indicates acceptance or rejection.
To achieve maximum value the artist shapes the FORM & CONTENTS of his creations to generate:
Public awareness, acceptance, consumption & repeat business.
Historically, wealthy benefactors supported the artist e.g. Mozart Now agents fulfill this role e.g. Sun Records, Motown, BMG. A relationship requires understanding and responsibility.
ARTIST’S PURPOSE is to
Entertain
Educate
Enrich
Enlighten
an AUDIENCE
using FORM
and CONTENT
DO YOU REMEMBER THE P8?
This is a model that allows music to be received, recognized, respected and remembered. We begin to consider the choices that are available and why we choose one artist over another?
Is it a matter of culture, education or bias that generates our acceptance and can we distinguish good music from bad regardless of the genre? Can the same artist create both good and bad music over time AND are we capable of recognizing the difference?
11The chart allows us to map our choices and to evaluate the characteristics of the artist’s works in a context that includes:
The Genre and the sub categories
The Artist’s development and background
The History of the time and place and the values in society
The instruments, technologies and skills required to deliver the creation
The varieties of music created over time and across continents.