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Books by Marius Carboni

Marketing Strategies in the UK Classical Music Business published by Lambert Academic Publishing in September 2011

A detailed analysis of the changes in the classical music industry since 1989. The release of the... more A detailed analysis of the changes in the classical music industry since 1989. The release of the 1989 iconic recording of Vivaldi's Four Seasons performed by Nigel Kennedy and the first of the 3 tenors recordings in 1990 spearheaded a change in the way the classical music business operated. There are contributions from a number of practitioners in the field from all areas of the industry. The book in particular focuses on marketing strategies and online trade development.

Marketing Strategies in the UK Classical Music Business published by Lambert Academic Publishing in September 2011

A detailed analysis of the changes in the classical music industry since 1989. The release of the... more A detailed analysis of the changes in the classical music industry since 1989. The release of the 1989 iconic recording of Vivaldi's Four Seasons performed by Nigel Kennedy and the first of the 3 tenors recordings in 1990 spearheaded a change in the way the classical music business operated. There are contributions from a number of practitioners in the field from all areas of the industry. The book in particular focuses on marketing strategies and online trade development.

Papers by Marius Carboni

The classical music business

The Music Industry Handbook, 2016

Another example of how far classical music marketing campaigns were changing is seen in the Sensu... more Another example of how far classical music marketing campaigns were changing is seen in the Sensual Classics 1993 campaign from Warner Classics devised by its then Director Bil Holland (now Decca Classics consultant). Its theme was well-known pieces of classical music from the Warner catalogue, placed on a CD with a provocative picture of a good-looking couple. Inside the booklet there were further pictures of the couple along with quotes from poets about the word 'passion.' The idea was to attract consumers of all musical persuasions using the picture. As a result of the high profile created by the Four Seasons and Three Tenors, the major record companes restructured their classical divisions. In EMI's case, the department :was split into 'Core Classical' and 'Strategic Classical'. The latter had the dual tasks of marketing new classical artists in a pop-style manner, and devising back-catalogue recordings and marketing them. to a non-classical consumer. This type of setup continues today.

I have used the time frame of 20 years in my title, but strictly speaking it is 22 years, because... more I have used the time frame of 20 years in my title, but strictly speaking it is 22 years, because my starting point is the EMI recording of Vivaldi’s popular work the Four Seasons. There were an extraordinary number of recordings of this famous piece in 1989 and even more so now. It is one of those pieces that most violinists want to lay down on LP, CD or digitally rather like conductors who want to record Beethoven’s 9th symphony. It is a landmark in a musician’s career. The challenge for the record company in this situation is how to market and promote another new recording of a work so well represented in the recording catalogue.

The digitization of music and the accessibility of the artist

This article uses case studies to explore two ways in which technology can impact on artist produ... more This article uses case studies to explore two ways in which technology can impact on artist production. First, technological innovations could facilitate many things that are not new by rather making existing processes better or cheaper in ways that might alter the situation meaningfully. Second, technology can change art through the more profound revision of the role of artist and art-perceiver (Fineberg, 2006). This article examines several examples of how the music industry has been impacted by new technology: Radiohead Rainbows, slicethepie.com, Ditto Music, Music Rainbow, YouTube Orchestra, micro-chunking and LiveFi. The article examines the impact of new technologies on classical music.

An analysis of the changes in marketing techniques employed within the classical music industry s... more An analysis of the changes in marketing techniques employed within the classical music industry since the 1989 EMI recording of Vivaldi's Four Seasons performed by Nigel Kennedy.

Changes in the classical music business over the last 20 years

An analysis of the changes in marketing techniques employed within the classical music industry s... more An analysis of the changes in marketing techniques employed within the classical music industry since the 1989 EMI recording of Vivaldi's Four Seasons performed by Nigel Kennedy.

Evolving Business models in the Record Industry by Marius Carboni

Journal of Professional Communication June 2014 by Marius Carboni

Drafts by Marius Carboni

Marketing Strategies in the UK Classical Music Business published by Lambert Academic Publishing in September 2011

A detailed analysis of the changes in the classical music industry since 1989. The release of the... more A detailed analysis of the changes in the classical music industry since 1989. The release of the 1989 iconic recording of Vivaldi's Four Seasons performed by Nigel Kennedy and the first of the 3 tenors recordings in 1990 spearheaded a change in the way the classical music business operated. There are contributions from a number of practitioners in the field from all areas of the industry. The book in particular focuses on marketing strategies and online trade development.

Marketing Strategies in the UK Classical Music Business published by Lambert Academic Publishing in September 2011

A detailed analysis of the changes in the classical music industry since 1989. The release of the... more A detailed analysis of the changes in the classical music industry since 1989. The release of the 1989 iconic recording of Vivaldi's Four Seasons performed by Nigel Kennedy and the first of the 3 tenors recordings in 1990 spearheaded a change in the way the classical music business operated. There are contributions from a number of practitioners in the field from all areas of the industry. The book in particular focuses on marketing strategies and online trade development.

The classical music business

The Music Industry Handbook, 2016

Another example of how far classical music marketing campaigns were changing is seen in the Sensu... more Another example of how far classical music marketing campaigns were changing is seen in the Sensual Classics 1993 campaign from Warner Classics devised by its then Director Bil Holland (now Decca Classics consultant). Its theme was well-known pieces of classical music from the Warner catalogue, placed on a CD with a provocative picture of a good-looking couple. Inside the booklet there were further pictures of the couple along with quotes from poets about the word 'passion.' The idea was to attract consumers of all musical persuasions using the picture. As a result of the high profile created by the Four Seasons and Three Tenors, the major record companes restructured their classical divisions. In EMI's case, the department :was split into 'Core Classical' and 'Strategic Classical'. The latter had the dual tasks of marketing new classical artists in a pop-style manner, and devising back-catalogue recordings and marketing them. to a non-classical consumer. This type of setup continues today.

I have used the time frame of 20 years in my title, but strictly speaking it is 22 years, because... more I have used the time frame of 20 years in my title, but strictly speaking it is 22 years, because my starting point is the EMI recording of Vivaldi’s popular work the Four Seasons. There were an extraordinary number of recordings of this famous piece in 1989 and even more so now. It is one of those pieces that most violinists want to lay down on LP, CD or digitally rather like conductors who want to record Beethoven’s 9th symphony. It is a landmark in a musician’s career. The challenge for the record company in this situation is how to market and promote another new recording of a work so well represented in the recording catalogue.

The digitization of music and the accessibility of the artist

This article uses case studies to explore two ways in which technology can impact on artist produ... more This article uses case studies to explore two ways in which technology can impact on artist production. First, technological innovations could facilitate many things that are not new by rather making existing processes better or cheaper in ways that might alter the situation meaningfully. Second, technology can change art through the more profound revision of the role of artist and art-perceiver (Fineberg, 2006). This article examines several examples of how the music industry has been impacted by new technology: Radiohead Rainbows, slicethepie.com, Ditto Music, Music Rainbow, YouTube Orchestra, micro-chunking and LiveFi. The article examines the impact of new technologies on classical music.

An analysis of the changes in marketing techniques employed within the classical music industry s... more An analysis of the changes in marketing techniques employed within the classical music industry since the 1989 EMI recording of Vivaldi's Four Seasons performed by Nigel Kennedy.

Changes in the classical music business over the last 20 years

An analysis of the changes in marketing techniques employed within the classical music industry s... more An analysis of the changes in marketing techniques employed within the classical music industry since the 1989 EMI recording of Vivaldi's Four Seasons performed by Nigel Kennedy.