The negative influence of the MP3 on record sales is major, but it also has a precursor. The artists use the social networks to spread music freely and generate attention which in turn generates Live performances. In my research however, in which I focused on a struggling and a succesfull artist, the most fundamental change they made was the shift towards Live performances (again). Advertising, merchandising, upselling, creating of valuable intangibles and other strategies are formulated. Gerd Leonhard, Kevin Kelly, Lawrence Lessig and many other theorists describe future models for the artists in which they generate income from the context and not the content anymore. The old economic reasoning which is based on physical and sellable items does not apply anymore. Now, with the disappearing of the carrier due to data compression, the industry is again at a moment of transition. Before this model came into being the artist was making the most of his money performing Live, so he had made a shift towards focusing on record sales. It is economically logical, it focuses on sellable entitie. Live shows, TV performances, Music Videos, all of this was merely to increase record sales. The recording industry was at a time based on sellable physical products, the industry focused on selling physical items and everything else was brought into being to serve this goal. First of all I would like to briefly introduce my Bachelor thesis which was about the history of recording technology, the eventual disappearance of sound carriers and the way the artist is coping with the loss of this physical carrier in Music 2.0. I thought it might be a contribution to add my findings to this. There’s been a couple of postings regarding Music 2.0 and what it means for artists. Right now i'm very interested in the 'future' of the Music industry('s), its convergence with other industries and the way artists challenge precarity with creativity in contemporary conditions. Recent theoretical interests : Lessig, Jenkins, Deuze, Gerd Leonhard Pro Evolution Soccer and Gears of War Champion of the world,
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