The purpose of this study is to investigate factors of working on a digital platform that can stimulate the formation of new musicians and artists emerging in the Thai music market. The purpose of this article is to study the impact of a digital platform that increases opportunities for new musicians and artists. To investigate which factors when working on a digital platform can stimulate the formation of new musicians in the Thai music market.
LITERATURE REVIEW
- Digital technological innovations
- Platform in music industry
- Online Distribution Channel
- Traditional way in music distribution
- The increasing dominance of the Internet
- Future Trend of music distribution
- Music Piracy
- Music Online Marketing
- Conceptual Model
A simplified structure of the recording industry in the twentieth century is presented, as artists could record their own performances on cassettes or CDs and sell them at their own concerts or in other ways. The power and control over the supply chain is largely in the hands of the label, which owns the main item of value in the chain, which is the exclusive rights to the artist's content (Hardaker and Graham, 2001). The labels control much of the distribution and also the choice of suppliers.
This is very much based on their perceived quality of the music, previous reputation and the contract fee (price). Gary Graham, Bernard Burness, Gerard J.Lewis, Janet Langer(2004) conducted the interview with the number of 15 interviewees in the music industry and the majority (n = 12) of the interviewees agree that their strategy has recently changed in the towards partnerships with specialist online distribution companies. Therefore, as barriers to entry are removed, new specialist professionals enter the market, and there will be a wider range of potential partners; new combinations of customers, suppliers and business partners are emerging to replace the dominance of the major record companies.
However, according to Hammersley (2002), what really scares the music industry is the sheer scale and ease of piracy allowed by the Internet. They soon realized that they had clearly underestimated the impact of the Internet and had been too slow to react to this unprecedented threat.
RESEARCH METHODOLOGY
Research design
Data Collection and Research Methodology
- Sampling
- Data Collection
Respondents from different backgrounds of random age and experience are selected to be interviewed to understand the thoughts of the experts and the following list of respondents. An interview survey was conducted to establish the perspective of the interviewees as seen from the perspective of larger participations in the Thai music industry. There are two main types of interview in this research: telephone and face-to-face.
Discussion and Research questions
However, these questions needed to be asked appropriately as respondents came from different situations and open-ended questions were used appropriately to encourage respondents to have a discussion about their concerns and ideas, as well as creating two-way communication. a relationship between respondent and interviewer.
FINDINGS AND DISCUSSION
The perceptions of creative professionals toward digital platform to Thai music today
The digital platform can break the wall between major labels and independent records and also open the world of Thai musicians between one another in the country or even the world. However, there was a negative aspect from our participants, interviewees clearly state that with the trend and technology caused MP3 that makes the value of music posted because most Thai consumers prefer to listen or download music for free. However, there were few interviewees who emphasize another aspect of MP3 that it is intangible and people cannot touch it.
One tries to look for a physical thing like CD, vinyl or cassette tape instead of the digital trend and it would benefit the Thai musician.
The factor of working on digital platform enhancing opportunities for new musicians
Music Tools and Technologies
Today's music technology can support new musicians to create work at home and as independent artists, there are no rules when it comes to songwriting, encouraging new musicians and artists to create whatever they want.” This would lead to creating inspiration for musicians as it has a huge source of music production that comes from many countries and we can use it in our works.” World-class musicians can be teachers of Thai musicians by using the power of the Internet.
It is very beneficial for young musicians if they pick up and choose to practice in the right way.” I can find some lessons from the Internet and search for many music lessons that are very useful for me.” Young Musician However, there are some negative aspects from the participants that show the impact of technology on young musicians, as the producer and composer said.
This would lead new musicians to less practice and lazy to do work in full stage.”. By allowing musicians to do work more easily, it would create more works, but it does not guarantee that these works are qualified or worthy enough to be in the public domain at large, and this is a problem of many expert musicians.
Music Online Distribution Channel
With the development of musical instruments and technology, they become common instruments that can be taught, practiced and applied in musicians' work today. We didn't expect much for money we would get from selling music online, but another benefit is that it transferred to another value, like doing live performances or gigs/concerts.” Independent Artist However, there are few interviewees who see much benefit from music online distribution which is similar to the literature of (Gary Graham 2005) said the influence of digital platform to music online distribution which removes the barriers of new musicians to sell online and enter the market.
By working on digital platform, the artists can sell their own work and do not rely on music labels. There are many portals that allow musicians to post their work and they can also outsource service that can coordinate and work with many portals to distribute artist's work. Artists can promote and sell their work online and if you're good enough, the music labels will get in touch and ask you to sign a contract with them.”
However, new musicians should know that everyone has a right to their own music as they compose and release it to listeners, regardless of whether they are copyrighted or not. Therefore, the challenge is to create an effective community of experts to share the skills and knowledge of musicians, and an effective music value chain community that supports online shopping.
Music Online Marketing
Recently, artists have to send demo tapes to big companies to get support, otherwise they can't show ability." To promote songs and artists, the total cost of post-production is lowered with the amazing power of social media.” The musicians also use this advantage to get more opportunities to promote creative activities themselves, as well as to network with fans and fellow artists who share similar literature from (Marshall, 2004).
However, online streaming seems to reduce the value of music because people can listen to music for free and some online streams pay less money to artists. Producers can assume that those artists will have their fans, and music labels will source that artist to get fans from artists as well. This obviously shows that the use of this online media is to expand the base of music fans, especially in Global.
Some artists have been invited to exhibit abroad, even though they are so young, because of the power of these tools. Therefore, this power of online media costs less money but brings many benefits.
CONCLUSSION AND RECOMMENDATION
- Conclusion
- Recommendation
- Balancing on music skills and technologies
- Management skill for musicians
- Music education approach and public relation
- Limitations
- Suggestions for further research
From the perspective of all the interviewees, it said that purchasing music online is not that popular among Thai consumers. It is no surprise that the new bands would not expect to earn in their sales, but this only opens the door for the creation of other works to come. The problem of many experts is to provide a platform to exchange knowledge and skills to ensure that whatever you produce or generally distribute, it is well below the standard of song.
If you want to effectively use the digital platform and manage the many windows of the digital platform to make it effective, to create a business variable, know how to implement and use it in the right way. In addition, it is essential that the artist uses all the appropriate tools in the database, social networking sites, collecting societies, education and training information, communities, and the use of communication tools to help him fulfill his creative goals. activities. Managerial skills for musicians need to be expanded, especially in managing time and resources.
Instructors need to make an effort and cultivate these new faces so that they become aware of working in the digital age. To increase the relevance of the results to the population, further research could be conducted with a larger number of participants with different creative functions.
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The effect of music technology creates new forms of collaborative thinking for your creativity work. The Internet is the choice of musicians, eliminates the need for physical distribution and now plays a major role in the supply of music. What's really scary about the music industry is the ease of piracy allowed by the internet.
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