New York University 1.5 credit Interarea
This course covers: • The inner workings of the music industry - signing artists, making records, getting records played on radio etc. • The history - the good and bad decisions made by music industry senior execs over the past 30 years and the impact these decisions had on the top line of the industry • The issues - with revenue 1/2 that of 1999 we'll dive into the causes for the decline. • Apple - Apple is a huge issue and a huge opportunity for the industry. We'll look at why Apple is so problematic, how they rose to dominance and what the industry is trying to do to counteract their power. • The new revenue models - from their economics, distribution strategies, and the technologies that power them. We'll analyze VEVO, a venture I helped form, the reasons why it was created based on the issues we were having with Google, the decision to license Spotify and how we set the pricing for the entire subscription industry. • Piracy - it's history, impact and ways governments are trying to counteract it • The future - if there is one? • In the end, you'll have a very clear understanding of the industry, how it makes money, it's challenges and opportunities. Prerequisites: INTA-GB Departmental Max and Non-Stern.
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