Page 1

GLOBE

magazine

The importance of

going green Media Mongols are

everywhere Now information: where will it take us?

The silent revolution of gaming

Global Marketing On the battlefield of music

How will radio survive?

Global companies A blessing or a curse?!


Introduction The “Global age’ is upon us!

Internet changed the boundaries in communication overseas and provides us with all we need: information, television, radio and social networks around the world. Everyone is acting globally these days with only one click.

Who does not have an account on Facebook, Skype, Hotmail, Google, Twitter or looks at all the crazy people on YouTube? Internet made the communication between people all over the world possible, and made the world smaller and therefore global.

Wouldn’t you like to know what happens in the future? Aren’t you curious about the changes we will see globally? So, welcome to the first issue of Globe Magazine! Globe is a new magazine about the global changes in the entertainment industry and provides information with interesting looks into the past, present and future.

In this magazine you will find articles about the global changes of businesses, global marketing, businesses going green and a view on radio, games, internet and the music industry.

2


Index EXCLUSIVE

FEATURING

28 “Game On”- The Future of Life

4 A Blessing or a Curse?!

The silent revolution of gaming

Global companies taking over the world

In This Edition 4 A blessing or a curse?! 8 The global village is here 12 Green marketing 16 Now information 20 Video didn’t kill the radio star 24 On the battlefield

20 Video Didn’t Kill The Radio Star

28 “Game on”- The future of life

How will radio survive?

34 “Music Media Mongols”

3


A blessing or a curse?! The top 200 companies in the world are responsible for over 30% of the world's whole economic activity.

The traditional scenario of having a job: the baker works at his bakery and his son will join him once he’s grown up and he will pass the knowledge on to the next generation. This way of getting a job and teaching the new ones is nowadays completely old-fashioned. Nowadays almost every supermarket is a part of a bigger corporation, Wall-Mart for example isn’t just a small supermarket in a little village, but a whole chain store all over the world. Of course there still are small companies that manage to survive in a big multinational environment, but as times get worse and people have less money to spend, these usually are the first victims. They either go bankrupt or get absorbed in one of the big companies. This phenomenon isn’t new to the world; it just gradually slipped into the world of capitalism.

4


Arnoud van der Werf

“The Landlord provides safety for his servants in exchange for goods” In the past things had not always been this way. In the Medieval period the Feudal system was introduced and soon enough there was not a single farmer left who was not part of a landlord’s territory. This in a way is quite similar to the current situation: The Landlord provides safety for his servants in exchange for goods, nowadays employers provide for their employees who will have to fulfill their duties in order to receive their salary. The Feudal system however disappeared and then with the renaissance the first sign of concentration in the companies was shown. This eventually resulted in massive companies such as for example the VOC, the impressive Dutch trade fleet, that was internationally respected. The VOC eventually got disbanded as the worldwide market for tea and coffee was no longer controlled by the VOC and the private trade of mostly the VOC’s own crew took away a large share of its profits. The problem in this particular situation proved to be, not being able to control the market and compete with the competition.

This agreement would clear the way for massive companies to just bulldozer over everything and just increase in size and power without any limits. The content of the agreement however had leaked out and massive protest and anti-MAI organizations prevented it from getting completed.

The rise of the massive companies as we know them really started during the industrial revolution. Dozens of new big, bigger, biggest factories sprouted all over capitalistic Europe and America in a matter of years. This is when some people started wondering whether this was the way to go.

Powerful companies In the past, concentration of big companies usually took place at industrial corporations, who require intensive labor and have a lot of ill-paid employees. The big media companies of the last decade are currently concentrating into even bigger corporations and are getting more powerful than any company has ever been.

Karl Marx for example wrote a whole book on capitalism and gave out a warning for companies gaining too much power and become so powerful that their growth can hardly be stopped. Evidence of Marx’s words took place in 1996 where the MAI (Multilateral Agreement concerning Investments) was supposed to be signed by 29 nations who are all part of the OESO (Organization for Economic Cooperation and Development). The goal of this agreement was to create a constitution for one global economy in order to establish the worldwide power of one big capital, while the influence of governments is reduced and diminished.

Microsoft for example started out as a software developer, but as the company grew bigger, other markets were targeted and so far almost always with immediate success. There have been quite a few attempts to stop. Microsoft's grown, but it has won the trials so far and is not likely to stop continuing its march. Another big media company that has been on a massive rise the past few years is Apple. Apple started out as a small soft- and hardware manufacturer, that had been standing in the shadows of Microsoft for years, but Apple chose to create a brand of value and quality rather than the low priced Microsoft goods.

5


“All this could lead to a company that's growing so large that others will no longer be able to keep up� As Apple invested in other markets, such as Mp3-players and telephones, the company got a massive boost and grew in a matter of a few years into one of the largest and most powerful corporations in the world. They actually managed to be introducing new technologies as the first one, to be closely followed by cheaper versions from other companies.

For example the iPhone and the iPod; both items have a image of quality and people don't buy them for their applications, but to posses the product itself with the brand. Although these companies appear only to provide items for amusement, the power they are gathering is enormous. The economies of these companies are growing bigger than economies of whole countries. The top 200 companies in the world are responsible for over 30% of the world's whole economic activity. Of the top 100 economies, 51 are companies. These figures indicate the power of some corporations who have only been around for about 10 to 20 years. If all events from the past were to continue in the same pattern, the future would be kind of predictable.

6

In the past there has never been anything like a big company that gained power and strength in a matter of a few years. As technology improved this phenomenon became more and more common, but the days were not yet ready to establish a corporation strong enough to survive the years and take full control of power. As communication tools and technology evolved even further, successful companies spread all over the world and have instant access to each other’s sources even if 10.000 miles away. The internet brought above all speed and effectiveness into large corporations. Before the internet, a lot of information had to be delivered hard-copy and if a company was located at several locations, distanced from each other, this consumed a lot of time and effort.


“The internet made companies very flexible and some of them have become very effective at storming new markets.� Obviously it was more effective to have the whole company in one building or at least one city. All this clearly did not contribute to the expansion of the company, but with the use of telephones and internet this obstacle was completely evaporated. The internet made companies very flexible and some of them have become very effective at storming new markets. All this could lead to a company that's growing so large that other will no longer be able to keep up. This company might start out as a small software company but then invents new ways of exploiting other markets too, until everything is in its hands and it basically governs the whole area. Currently there are numerous laws to prevent anything like this from happening, but it's not always effective enough to stop a giant company from continuing. For example there have been countless lawsuits against Microsoft, because Microsoft was accused from creating a monopoly on the Software market.

Windows, Microsoft's cash cow, was not co-operating with some internet-browsers in order to help get 'internet explorer' more clients. This is only one example of how large companies can abuse their power to get even more influence on the market.

It's not very unlikely to think of a scenario where governments are no longer present and all power is in the hands of maybe 3-4 companies. These might find a balance on their own, have their own supporters, but probably don't have their own territories because the big companies always spread out over the world and therefore are everywhere. All this sounds very hypothetical and farfetched, but is it? Isn't it true that ever since mankind existed, all power was possessed by those who had goods or even better money? How many times has there been spoken about the power of money and what it can do. If companies now already have bigger economies than entire nations combined, how long will it take until they will have more, maybe even military, power too? Of course this phenomenon won't occur within a few years, but it is not so weird to think of a company like Microsoft or Apple to start providing in other needs as well besides computers, games and phones. Once they would also start taking over the markets for military arms and control all information worldwide, the only next step is to take everything in own hands. They can afford it, they have the knowledge to invent the required technology and they have plenty of supporters, so why wouldn't they? Of course this is just a scenario, but as evil and bad as it sounds, it might actually improve society! These companies are experts in effectiveness and seek out as many opportunities to retrieve wealth as possible. This will automatically lead to economic improvement and bring many good things to the world. At the same time of course there is always the danger of the return of the dictatorial power, that would be a company in this case. Therefore all governments should co-operate to keep things under control and make sure they never let one company take more power than necessary.

7


The global village is here! Global Marketing – strategies, development and more

The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.�

There is a difference between creativity and innovation. Creativity is when ideas are new and potentially valuable.

Innovation is when creative ideas are realized.

Tim Love, Vice Chairman, Omnicom

8


Isa Riebe

Five evolutionary phases to becoming a global company Global marketing is not a revolutionary shift, it is an evolutionary process. Most companies start as domesticonly companies. The first possible step to becoming an internationally active organization is to export to foreign markets. If this step is successful, offices can be built in foreign countries. Influences such as costs of doing business from headquarters, time differences, language barriers, and cultural differences have to be considered when starting an international business abroad. Sometimes it is a good option to buy firms in the foreign country in order to make use of relationships, storefronts, factories, and personnel already in place. Each market/country has different needs, therefore these offices still report to headquarters in the home market. However, most of the marketing mix decisions are made in the individual countries since that staff is the most knowledgeable about the target markets. If business turns out successful in many different countries around the world, we speak of a multi-national organization. Important aspects in this stage are consolidation of research, development, production, and of course marketing.

Whenever the multi-national organization is developed further and a two way communication flow is established – meaning the relation consists of give and take - it is ready to ‘act global’. The challenge for a global marketer is to see the world as one market and create products that can be introduced to various markets at once. So basically global products and local marketing is the key at this stage.

There may be global products but there are no global people Challenges in global marketing After this little introduction to how a company goes global, we will take a closer look at the challenges in global marketing. There are value paradoxes of different cultures, dissimilar languages, another competitive and legal environment, signs and symbols, imagery and music that need to be taken into account by a globally operating company. Moreover, differences in consumer needs, wants, and usage patterns for products and differences in consumer response to marketing mix elements should be considered. Consequently, one can say that it is not easy to obtain global success. Market research measures such as Flow of Attention, Flow of Emotion and branding moments provide insights into what is working in an ad in any country. That’s why marketing companies specialized in all kinds of modern marketing strategies appear in great numbers in the business world. Capable and expensive marketing gurus are employed and paid excellently for their expertise and knowledge. Collaborations are established between global players in order to reach high numbers of consumers all over the world.

9


From science fiction to science fact Coca-Cola, for example, created a truly unique music initiative that ties into a global campaign (over 100 markets) in partnership with Atlantic Records/Warner Music Group and the entertainment marketing agency Brand Asset Group.

They let them create personalized mixes of major artist's songs, reaching enormous global audiences through social media sites (MySpace, imeem, Bebo, Facebook), music websites (NME.com, artist’s official sites) and digital album bundles (CMX). Brand sponsorship, search engine marketing, search engine optimization, social media marketing, music marketing, web design, advertising and new digital retail products are keywords in today’s marketing world. 2010 will see significant evolution, including a new virtual goods style product line, mobile platforms and true next generation user generated content environment. The internet allows marketers to reach customers in a wide range of ways and enables them to offer a wide range of products and services such as information management, public relations, customer service and sales. The nature of the internet means businesses now have a truly global reach with an immediate impact and an interactive element to it, which enables companies to feed off of the responses of their consumers, making them more dynamic and adaptive.

In line with its rich musical history, Coke has brought together a select group of music's top artists and producers, across genres, to create and perform a new single while creating a unique business model. This session offered the possibility to learn the steps of this very unique deal from all stakeholders. The music industry is developing powerful concepts in this new digital age by interactively involve music fans.

10

We are stuck in our own world and depending on the ability to step out of one specific perspective, detach and use fantasy in combination with some experience and a bit of knowledge, we can produce an image of the future. It is sometimes hard to see the changes all modern innovations are having on us. It can be hard to see the effects, when we are fixed in one geographic location, physically or mentally. So what might the future look like? It will certainly be greatly influenced by how we seize the dramatic opportunities unfolding with advances in communication technologies.


Try to make the world a better place Probably all we can say is that, the future lies somewhere between Utopia and Dystopia. The future will be guided by our imagination. Utopia is an imagined place or state where everything is perfect. Dystopia is typically a totalitarian and environmentally degraded place. But maybe this perspective is a bit too large and drastic.

If the global village were a community of 100 people, the composition is about 60% Asians, 12% Europeans and only 5% Americans. In the village, Mandarin is the predominant language, over English. The world is a smaller place. The global village is here. Information - we can store it, replay it, revise and redirect it and, we can opt out of it, too. It’s not static. It’s more mobile and so are we. It is creating an intercultural global society and a whole new approach to immediately market products to a big international crowd. Electronic devices are becoming more and more compatible, which makes global communication and collaboration very easy. Word-of-mouth, the most persuasive and powerful medium ever, is being fueled by new technologies. Easy communication exchange empowers this ‘tool’ more and more. People check ideas through other people’s first-hand experience. People trust someone else’s experience and witness, especially a friend or family-member, far more than someone they don’t know. There is a huge emerging youth culture, globally. This new generation enjoys a whole new world of advertising. They are happy to create advertising content themselves.

The inequity of wealth distribution reinforces the view that the poor cannot participate in the global economy. They are being invited to participate, but they do not have the economic means to access. It is an important responsibility of those who advertise to engage this important market opportunity. Micro-financing is one proven answer. Another answer is to create ideas, products and brands that meet the needs of this market at values they can afford. The future will definitely require a totally different way of thinking than the advertising and marketing model of the past 20 years. We have to anticipate the needs of a world of consumers who are more in touch with each other. We have to establish smart networks and fruitful collaborations in order to win this race for ideas. However, it is a fact that the advertising industry has a moral responsibility with a huge impact on values, the world’s economy and a deeper understanding of humanity. This responsibility grows by the rate the world gets smaller. Representing products, brands, images, symbols, life styles globally means influencing people’s thoughts and mostly choices. In the end it’s the advertisers’ choice to use this power to control markets and eliminate freedom or to try to make the world a better place.

We have to keep in mind that the world is divided in two groups with different opportunities and chances to involve in this technological age - the developed countries and the developing countries.

11


Green Marketing What is green marketing and how effective is it these days? Is it just a hype or the new future of marketing? Green marketing is a broader name for all the activities businesses execute in order to present their “green” image. This can include a big change in the production process but also the simple change of packaging on a smaller scale. The way in which they communicate their changes in “green” activities is what we call green marketing. At the same time, governments are trying to accomplish a world protocol of climate agreements. This is to prevent the world from environmental disasters; such as rising sea level and melting ice caps. Businesses are using green marketing to expose themselves in a positive way. Are consumers believing this new approach or are companies losing their credibility?

12


Tobias van Rijn

Is green marketing a threat or a solution? The development in green marketing started in the 80’s. It was ice cream seller Ben & Jerry’s who started with describing the effect of their manufacturing on the environment. They wrote about their impact on the environment in their financial reports, which was very extraordinary for that time. Nowadays it’s common to write about the companies impact on the environment in the final statements and even in the mission and vision statement.

What can you do to save the planet? - Check the isolation of your house - Recycle and separate your garbage - Don’t waste water, electricity or gas - Be aware of the products you buy (are they environmental friendly?) - Check on energy labels when buying new equipment

The past decades have shown that it is very necessary, however difficult, for companies to convince the customer of the need for global green thinking, in order to save our planet for future generations. There is the consciousness but the action is still missing. Almost everybody knows by now that it’s better for the environment to use green products, such as energy saving lights and biological food. However, when there is any effort needed like for example extra fees or higher costs, people all of a sudden don’t care about the planet.

We’re trying to save the planet…. Nevertheless, there is a trend during the past few years focussed on living “green” and having an awareness for products that are bought and used. This hype started in May 2006 when ex vice president of the United States, Al Gore, released his documentary movie.

“An Inconvenient Truth” “An Inconvenient Truth” is a documentary that shows the danger of the climate change according to Al Gore. The gruesome perspectives of this film scared thousands of people and created more believe that the climate change is very serious. Everybody knew that something needed to be changed with the intention to save this world but not really what exactly could be done. The people who knew what could be done, didn’t get active yet or didn’t motivated other people, friends and family.

Our energy sources aren’t inexhaustible - so don’t waste. Another thing consumers do, is talk a lot about it. That’s exactly what makes it a hot item. Also our government is trying to push us in the right direction by making or trying to make international rules to prevent and slow down the process of climate change. Of course they’re not able to stop the process of climate change, but by decreasing emition of CO2 and by saving energy or making a “green” choice where possible, we’re able to slow down the process. In 1997 there was the Kyoto Protocol. This protocol included a variety of agreements between the different countries. In December 2009 there was the Copenhagen Conference in Copenhagen.

13


What are the future perspectives of the globe? This conference was organised for world leaders of 192 countries to talk about a new climate protocol. The problem is that there are so many different countries with their own leaders and economical systems. Every country needs to be able to do concessions on a few areas.

For a business perspective this is definitely true, but if you see it through the eyes of mother nature it doesn’t have to be.

World leaders are trying very hard to reach those commitments to work together on a better world but in the mean time there are billions of cars still polluting the air. Nowadays, you’ll get overloaded with all such environmental issues. Every hot brand tries to be as environmental friendly as possible. In the mean time businesses are playing tactic games with customers minds. People like you and me want to do good for the environment with as less effort as possible. Companies and brands are pretending to be “green”. They use “green slogans” in their marketing campaigns, but if they are really concerned about the environment and the wealth of our planet is a different question. It maybe just to get the consumers attention. Customers are buying it and feel good about themselves. They feel like they have done something great. They’re making the world a better place and are not like the others who don’t care. It’s quite a clever game of companies fulfilling our needs by pretending to be green. I wouldn’t say that it is useless and not sensible to choose your product with care and keep the environment in the back of your mind, but what I discover is that a lot of companies abuse the situation. Greg Silverman, senior vice president of Analytics at Interbrand, says: “Any strategy poorly executed is going to be a poorly executed strategy. It’s the efficiency of the program that matters the most. Green can be good if it’s good green.”

14

Toyota describes in an article that their green programs are not a current trend but are part of the ruling culture in their company. There won’t be any company for sure that is pretending to be developing green products just to save the planet yet only because it sells at the moment. A trend is to decrease your ecological footprint: Your ecological footprint says something about the amount of land and sea you use to provide the resources that you need in life. Using this fact, it is possible to estimate how much of the Earth (or how many planet Earths) it would take to support humanity if everybody lived a given lifestyle.


“Consumers are not stupid!” What comes up in the first place is that it depends on the part of the world that you’re living in and the lifestyle that you’ve learned or presumed. What possibly can happen, is that companies lose their credibility by exposing themselves as world improving companies. Green Marketing will grow in the next couple of years, because companies will want to do good for the environment. Besides that, a company wants to expose itself as a “green” company that cares for the environment.

Nobody can predict what the future will bring and how we’ll act and react the next 5 or even 10 years. What we do know is that it is very popular at the moment to work green, because of the threat of global warming. Green marketing will be more and more part of our society, but you can’t use green marketing on every product or service simply because not every product/service will fit in a “green” context. Besides that marketers are trying to be unique and come up with something new. What I mean is that if everybody yells green slogans and pollute or senses with green marketing your particular message will disappear in the mass.

And some messages are just stronger without a “green” angle. It is very important for a company to keep their core business in mind and ask the question, whether it feats their culture. Is their story trustworthy and authentic? If it is, then they’ll have a good chance to succeed! About 5 years from now, most of the smaller and bigger companies will invest in green goods and will expose this with green marketing. There probably will be a huge growth in green marketing but I still think that a couple of big players will fail, and lose credibility. Costumers are not stupid! They figure out what’s going on. They follow the news, use social media and are very idiosyncratic. Global leaders are trying very hard to make a realistic protocol that’s sufficient to decrease our climate change. The fact that it doesn’t cause damage to our environment and no big disasters will happen, will not save us from those global disasters. There comes a time when we all need to change energy sources. The problem is that by that time the world will be polluted. That’s why we’re trying to make a change today in using other energy sources. When we’re out of fossil fuel what will happen in the next century. There starts a hectic time. Travelling will become very expensive and products will rise in price. It will change our world completely. There will be plenty of change to our future generations; changing energy sources and environmental disasters will be our future if nothing changes. We have to be the start of a different world. We have to shape the world in a way that allows us to use alternative energy sources for our convenient.

15


Now Information Where will it take us?

Now information is the key for companies to measure, asses and correct their routes to success.

The future, an uncertainty we all wish we could glimpse into. In order to see better what awaits us, one must observe current issues and then address them with a further look to how those issues are going to result. Presently, a company that wishes to grow in any given industry must facilitate the following essentials; productivity, velocity, effectiveness and information flow. These essentials are the enablers of growth and they are achievable only through the usage of Now Information. The macro-trend, Now information is the key for companies to measure, assess and correct their routes to success. What shall the future in the media industry look like? What sort of events and actions can have an effect on the media industry? Who's responsible for insuring a positive change? These are just some of the questions you'd like to discover, and now it’s time to try and seek for those questions answers by analyzing the media industry using the PESTEL model.

16


Yotam Copelovitz

This structure of the sector presents us with a very perturbing situation Political Factors – Now Information is all about constant flow of information. Insuring the constant flow of information is a responsibility that lies within governments, whose responsibilities include the county’s infrastructure. China is a country being ruled by a communist government. Some of the features of a communist government include a high degree of intervention from the government side on all media publication. Therefore, when Google entered the Chinese market it bumped into a number of difficulties. Those difficulties included the filtering of Google search results and a hack into the organization’s e-mail accounts, in pursuit of human right activists. The event had a tremendous significance. Google reconsidered all of its operations in the country of China and US Secretary of State Hillary Clinton commented on the event, asking the Chinese government for an explanation.

Social Factors – The social factor is turning to be more significant than in the past thanks to the Web 2.0. The Web 2.0 includes different social networks such as Facebook, MySpace and others which let each and every voice in the world the opportunity to be heard. This implication has proven to be fierce. During the presidential election of 2009 in Iran, a reaction was made to the results of the election. A reaction which started on Facebook and eventually drew international attention and sympathy to the Iranian people. This demonstrates the effectiveness of a constant flow of information (Now Information); it shows how having the means to communicate enables people to get together, support each other, back up one another and listen to the rest.

Economic Factors – Can you name the 50 leading media multinational organizations in the United States? No you can't, and neither can I. The reason behind this is concentration. At the moment there are approximately 10 multinational media companies in the States. Back in 1983 there were around 50 different companies in that sector. The extreme decrease is a result of an ongoing process of acquisitions (concentration). This structure of the sector presents us with a very perturbing situation. The less companies there are in the sector, the less diversity the programs will have. This means that the flow of information will be less diverse and wide in its scoop coverage. Moreover, it enables the few companies that are left with an excessive market power, and an increase of barriers to market entry for new starting companies.

17


Our aim is to reinforce and boost the competitiveness of enterprises! This affects business in two ways. It allows consumers to review their purchases, whether they’re negative or positive and without the involvement of the organization itself. Also, it allows the employees to share information on those channels, information that the organization might prefer to keep in its domain. Technological Factors – The efficiency of Now Information depends entirely on the internet. This fact has not gone missing under the eyes of the worlds unions and governments. So, to insure the current situation will not be harmed, those unions and governments have already made plans to secure and improve the Internet‘s infrastructure.

The European Union, for example, has appointed a special committee called the European Future Internet Initiative. The committee states: “Our goal is to establish a Future Internet pan-European coordinated partnership that will bring about clear benefits for Europe. Our aim is to reinforce and boost the competitiveness of enterprises and administrations, create new economic opportunities, while empowering innovators and citizens to benefit from the future Internet.” (© 2010 The European Future Internet Initiative) Legal Factors – Up until now we mainly faced the positive side of constant flow of information. However, this flow does have some flaws in it, flaws which call for government interference and legal actions. The legal factors vary according to the country’s ideals, beliefs, and government. Its prime objective is censorship of information which is unsuitable for certain society groups or information that might harm innocent individuals. Therefore, in western countries, for example, where the governments tend to be more liberal, information about human rights will be more accessible than in China. Environmental Factors – The environmental factors increasingly become more and more considerable to all businesses, and to the media industry in specific. Recent research shows that conducting a thorough Google search generates 7g of carbon dioxide. The issue at hand represents the growing usage of computers. Nowadays there is a dispute on how you use the Internet. If you use it instead of high energy consuming activities such as driving your car for shopping, that’s good. But, if your computer usage is adding activities that would not happen otherwise, you are posing an environmental problem.

18


The future surely is going to be interesting

The Future – After presenting some of the major factors which influence an industry at present day, it is time to explore how all of those factors might shape the media and entertainment industry future. Hold on to your seats, because this synopsis might be a bit bumpy.

Furthermore, if the structure of the media entertainment won’t change and the process of concentration will continue, those few companies who are left in the market will have the power to decide what sort of information we, the consumers, are allowed to view.

We are going to witness a much more demanding and globalised consumer. As a result of the nonstop flow of information, consumers will be able to tailor their demands to the tiniest detail. Moreover, thanks to an improved infrastructure all processes will take place in a matter of minutes.

Seeing that the media will present us with a less informative access, the Web 2.0 will be our liberating tool. Its usage will continue increasing and will offer a whole range of new functionalities and possibilities. More so, this might also lead to people putting their trust more in blogs and other individuals liberated opinions, instead of trusting the censored press.

Unfortunately, I believe the amount of information we’ll be able to access will drastically reduce. The reason behind it is the power media companies are going to have. We saw that Google managed to make China reconsider its actions in regard to its threat to leave the Chinese market.

In conclusion, we can rest assured that the media industry will remain a powerful industry, but this trend of Now Information will definitely shift it in all directions. And whether the future shall be positive or negative, I can’t say, but it surely is going to be interesting.

19


Video didn’t kill the radio star What will happen to the oldest medium worldwide since the growth of the digital age? Internet is the second biggest radio medium at the moment. Radio is a very old medium and the signals are still broadcasted through the traditional frequencies. Many years later radio was introduced on the cable and since the rise of the internet, this way of distribution is also very popular and important. People thought that radio would disappear because of the ‘new’ television (song: Buggles – Video Killed The Radio Star, first song broadcasted on MTV in 1981), but the opposite has been proved. Radio is still going strong, but what is the future, what are the opportunities and how does radio survive? We all can imagine that internet, social media and brands are taking over the traditional radio.. But what else is waiting to happen?

20


Gijs Vervliet

First, a glimpse into the past! The Italian Guglielmo Marconi was the first human to get a signal broadcasted over the ocean. In 1899 he send a message from England to France and in 1901 he managed to get a sound over the Atlantic Ocean. Radio became one of the most necessary attributes in World War I and World War II. Before the European wars citizens mostly used radio for listening to classical music. In the war, the resistance used it for illegal messages and the army could communicate via radio with airplanes, submarines, etcetera. When the war was over in 1945, people wanted to have fun, so the entertainment business was getting bigger and bigger.

Every country in the world has only a couple of big radio stations, because nowadays frequencies (FM) are still essential for their share. “Why are the frequencies still that relevant when internet is taking over the media system?” We’ve heard that question so many times. Step inside your mother’s mind and think about how she listens to radio. On the way your mom listens to her favorite radio station, a FM-frequency is required and also imagine that most people of the population are from her age.

The frequencies in the fifties and sixties were owned by the government. Others interested couldn’t broadcast, because there were no commercial radio stations yet.

It looks like internet is taking over the traditional media like television, FMradio and papers. But how? People who also wanted to make radio decided to transmit from the international waters, where they had outlaw. For example, Radio Carolina (UK) on the picture at the right, Radio Free America (USA) and Radio Veronica (NL) became very popular and powerful. In the eighties commercial radio was mostly legalized in the western world, thus the offer was increased. A few years later radio was also available on a new form of distribution; cable. Since the beginning of the growth of the world wide web everyone has a chance to start his own radio station which led to an overload of possibilities and competition. Also the established radio stations can offer more (podcasts, webcam) to their audience and they have the opportunity to find a smart way to market their station.

However, the use of the internet for listening to radio is on the rise. People are doing more and more behind their computer: banking, playing games, watching videos and socializing via Twitter, Facebook and MSN. Radio stations react to this trend very smartly. There are two keywords nowadays: interactivity and cross-media. Radio stations are not only concentrating on music anymore. They also record events, which they broadcast on the radio and sometimes even on television. Some radio stations have their own magazine. Every (media) channel is connected to their website, the overall communication platform. Here they can write about the radio shows and news, upload ‘tweets’ and blogs from the disc jockeys, upload video’s and set up a game, for example. The listeners can react, post messages and participate in contests and activities.

21


“Can you switch the radio on the media board, please?” “There are two keywords nowadays: interactivity and cross-media.” Yes, interactivity. A word that itches. Radio stations pull their target group to them by interactivity. The most popular trick are theme weeks, like “the best songs of the decade” – VOTE NOW! Besides that, almost every radio station has a show where the listener is asked for his or her three favorite songs. Often, we also see interactivity in the form of an item, like telling a joke, the search for an long lost friend, and actions: send the correct answer via SMS, email or Twitter. We think radio is going to be integrated in a highly developed media box in, let’s say, five years. Here you can switch through television, games, movies, music –and literature library, news, traffic information, weather forecast and even a suggestion for dinner. Everything on the media box is online and digital. No cable or frequencies anymore. Because theoretically, everyone can start a radio station, thus the web is free, the question rises how the difference in the market is going to be made. First, the radio stations gradually go along with the technology. The already known names are still big when it comes to the digital age, because people already know the radio station. Humans value traditions and tend to follow certain patterns and habits. That’s why the choice of music and its format will be very important. Quality matters, people spread the word. Most people listen to radio in the car. This is also possible with the media box, but with a small variant which is connected to the system.

22

You place the mobile ‘thing’ on the dashboard and it plays directly your favorite music station. It also updates traffic information and GPS immediately. Because the costs to start a radio station are not as high as before, brands probably will start their own music station to market their company in a smart way. We call this brand experience. Then, what is the role of the government going to be? Is this branding radio legal? Now they set up the rules for the frequencies, have their own public radio stations and control everything. Who is in ‘charge’ of the digital radio? Are there still public radio stations (from our tax)? The government should stop controlling the media and work on education and health. There will be global rules, ensured by national and global media commissions. Every mistake is recognized because of the various digital possibilities.


“IT SEEMS THAT BIG BROTHER IS STILL 23


On the Battlefield Needless to say, it is a big chunk of work! The music business is full of individuals who are supposed to contribute to an artist’s success apart from the artist himself. It looks like the artists need those people to be successful, prosperous and famous. Who are these individuals? The artist managers and record labels employees. Who is more powerful and more effective? Who is going to win the leading position in today’s ever changing music business?‌

24


Anna Orlowska

“Trustworthy, dedicated management can move the mountains” Generally speaking, record labels are known for signing the painful, for the artists, record deals. Still, the dream is to get the contract with the record label. What is it they do that is so valuable to the artist? They sign, develop, record, promote, publicize and sell music. Once the A&R manger decides to sign the band, all the processes start. The budget is prepared for advertising, art, publicity and promotion. The company invests in the artist and expects him to pay back a big part of the invested budget. How? Through his royalties. The royalties paid to the music creators usually vary from 8% –15% of the retail price. These recoupable expenses usually include recording costs, promotional and marketing costs, tour costs and music video production costs, as well as other expenses. Slowly the artist starts making money from his record sales. The record company is making the upfront investment and takes the risk, but the artist eventually ends up paying for most of the costs.

So, what exactly does the artist manager do? The duties include (but are not limited to): - Determining the artist’s business status and recommending/negotiating with a business entity - Evaluating and filling the artist’s personnel requirements - Bookkeeping and balancing the artist’s budget - Formulating and marketing the artist’s image - Mapping out a career plan for the artist; establishing career goals - Negotiating and securing a recording contract - Hiring a producer and personnel for record production and publication - Coordinating live performances and appearances - Establishing merchandising and commercial relations (possibly worldwide) - Advice creative aspects of the process Having said this heartbreaking truth, there is hope. Already in 2006 the rapper Ice Cube decided not to sign the regular record deal. Instead he wanted the label just to distribute his music. He paid the fees for the services but never gave up his rights. His album sold nearly 500,000 copies worldwide.

Unfortunately a lot of them do not see a pay check until they recoup themselves from their record deal, meaning they pay back the money that the record label invested to start them off. The reality is that less than 10% of albums are profitable.

Artist managers are the people who take the whole mess around the artist on their shoulders to help them concentrate on the music only. They are the reason and motivation voice, they organize and make sure an artist’s life is easy. Most of them have invested a significant amount of money into the artist’s development and get it back when the artist makes profit. This seems very similar to the record deals.

25


The battle would be over because everyone is satisfied However, artist manager work on the percentage deal, usually receiving 20% of the artist’s income from performances, merchandise and record sales. The artist gets his share of the sales without giving up the rights and sharing the income with the record label, unless of course he also signed the record deal. The existing model of an artist manager suggests that he lines- up a record deal, publisher, lawyer and accountant. However, the business is changing, including the expectations for the manager’s role. In the ‘new world’, he also initiates and develops all the business deals like sponsoring, distribution, website strategies, merchandising, bookings and promotion.

26

He hires the competent people to run an artist’s business. In the ‘new world’, he also initiates and develops all the business deals like sponsoring, distribution, website strategies, merchandising, bookings and promotion. He hires the competent people to run an artist’s business. The reality might be a bit harsh for the manager, it could become more than a full time job. Ideally, a team of experienced people would be more efficient and not completely unknown as in 2008, a management company gathering all these functions under one roof had been set up. This way the artist gets individual, personal management without painful deals.


What does the future hold? The question is, who is more effective? Out of this whole picture emerges the conflict between record labels and artist managers. Logically, joined forces of both business models could create harmonious and successful for both parties company. Instead, the record labels offer 360 degrees record deals which basically mean they will take a piece of the artist’s live performance, publishing and merchandising earnings. At the same time they take over the job of a artist manager. Nevertheless, the 360 degrees model has been criticized and might not survive the future. What then? In today’s music world, encouraged by development of technology, a lot of upcoming artists are able to finance their own recordings and production. They could deliver completely finished material without a need for advance or recording moneys from the label. The first and main step of the record labels is done without them

After all, independent companies could work on PR/marketing, servicing radios and TV, distribution and licensing of artist’s work. It is not all done under one roof, but the work is completed, the artist keeps his rights and full percentage of his sales. What does the future hold? Maybe it would help to drop old- fashioned music business models and join forces? Manager’s job is getting more complex, labels are complaining about poor unit sales, the artists as always want to make music and get rewarded by big pay checks. To make life easier for all, combining the functions and creating mutually satisfying percentage deals could safe all the headache. The problematic issue is the attitude towards the artists. Every person in the business strives to get the biggest chunk of his money to their pockets while forgetting artists happiness. Therefore, the managers are the good guys while the labels are robbing them. Why not make everyone into ‘a good guy’ and create a record label that takes care of all the processes the same way? Invest the money like they used to but hire the artist manager. Instead of getting the percentage of unit sales only they could change the deal to 20% of all the artist incomes that the artist manager gets anyway. Having few successful and happy artists would provide enough ‘bread’ for the company. The battle would be over because everyone is satisfied. Otherwise, the role of a manager will expand to the size of one person handling all the business with separate independent companies like promotion, bookings, recordings, distribution and publishing. The record labels will die out because they depend on the unit sales while it drastically drops. An open minded attitude and the willingness to create new business models are the key to success.

27


Game on! – The future of life One might say that there are really not a whole lot of new innovations left to discover. Well, we beg to differ!

In 1972, a simple yet addictive piece of software manufactured by Atari stole the hearts of millions of people worldwide. As a result, Pong became the first commercially successful video game, which in turn led to the start of the video game industry as we all know it. 38 years later, young gamers who have been spoiled graphics-wise by modern technology find it hard to believe that one would even remotely want to play a game so basic, ugly and lacking in game-play depth as Pong. Yes, gaming has definitely changed. And we’re just getting started! Follow us as we look into the future of gaming, and prepare to be amazed!

28


Daan de Winter

Life’s a game - it’s your time to play! Over the last decennia, gaming has evolved from a nerdy hobby intended solely for geeks into a full-fledged billiondollar entertainment form. Games are available to a broad, diverse audience and game developers, of course, know exactly how to take advantage of this: by making a game for absolutely everyone. Are you a skater (Skate) or a singer (SingStar)? Do you feel like you’re too dumb (Brain Training) or overweight (Wii Fit)? Do you want to kill stuff (Call of Duty: Modern Warfare) or heal people (Trauma Center: Under the Knife)? Would you like to take off on an epic fantasy multiplayer online adventure (World of Warcraft) or would you rather participate in a modern 128 versus 128 player shoot fest (MAG) ? Thanks to the video game industry, the possibilities are almost endless. Of course, these changes in target audience for gaming companies have everything to do with the technological developments of the last decennium. Extremely powerful gaming PC’s and the various next-generation consoles and handheld gaming devices have created a new benchmark for game graphics, sound, reality and overall immersion. Furthermore, industry innovations such as online play, voice chat for team-based games, motion control for the Wii, the availability of downloadable content, excellent mod support for game communities, digital distribution via applications like Steam, micro-transactions for massively multiplayer online role-playing games and the addition of cinematic cutscenes have forever changed the face of gaming. Whether you want your game to be a single-player interactive movie like Uncharted 2: Among Thieves or a team-based shooter where you chat with your terrorist buddies like Counterstrike: Source, nothing in today’s game industry reminds of the silly 2-player paddle tennis game that was once very popular. That doesn’t mean you can’t still play it for free online, though.

Emancipation has finally found its way to the video game industry as well and as a result, has changed the average gamer, and the average game. Casual games (simple, arcade-like games) are immensely popular with the ladies and it has been estimated that at least 60% of players of The Sims are women. Also, games such as Mass Effect and Fable 2 allow players to choose whether their character is a man or a woman, which in turn means that female gamers don’t have to stare at a male protagonist anymore. Surely, it can’t be much longer until Nintendo introduces a new female hero character to their Super Mario franchise. May I suggest the name Ultra Maria? Thanks to these revolutionary changes in the perception of gaming and production of games, the industry is as healthy as it’s ever been. Of course, the worldwide economic crisis has effected game developers and publishers as well, but the revenues are still through the roof. Just in the U.S. alone, video games accounted for $19.66 billion in revenue for 2009, which is a slight decline in comparison to the $21.4 billion for 2008. The amount of games sold is sometimes simply staggering. For example, Activision’s Call of Duty: Modern Warfare 2, which was the best-selling game of 2009, sold almost 12 million copies worldwide. To give you an idea of how big that pile of sold copies is, Greece has an estimated population of 11.3 million people (Eurostat). And CoD: MW2 is just one of the 1099 games that reached a United States retail shelf in 2009.

The business of games isn’t the only thing that has undergone a transformation: so has the gamer himself. Or, should I say, herself?

29


Fanatic gamers will no longer be stigmatized However, games are not, as it would seem at first sight, only useful as a pure entertainment form. In fact, game developers worldwide are becoming increasingly aware of the practical use of games in everyday life. These so-called “serious games” have the potential to effectively influence serious real-life matters and as a result, already contribute in a positive manner to the way games are viewed in modern society. Yes, we have most definitely entered the age of gaming: our children are learning how to write with edutainment software, our future tank commanders use tank simulation software to prepare for steering their reallife counterparts and companies inform you of their latest product innovations by letting you play their free branded online game. Gaming is everywhere, and it’s safe to say that if there’s a goal, you can create a game to achieve it. So, the future of games, gaming and the video game industry looks very bright, indeed. However, with the insane amount of technological possibilities already available and so many different games for every game enthusiast to choose from, one might say that there are really not a whole lot of new innovations left to discover. Well, we beg to differ!

As age and gender become much less important for defining a gamer in modern day society, and every child is raised in a world where games are fully accepted as a serious, mainstream entertainment form, the relatively young game industry will have contributed to an entire generation where everyone plays games, regardless of intelligence, culture or social position.

30

Fanatic gamers will no longer be stigmatized as being socially incompetent creatures of the night but will instead be respected for their gaming knowledge and capabilities. Games will be more mainstream than ever while at the same time allowing user-generated content and social media to become more important in how players define themselves and the personal experiences they have with the games they play. There will be a lot more crossover between games, movies and other entertainment forms while gaming itself will become the most important cultural medium in the world. Also, it’s likely that in the future, fewer games will be released but they will have better longevity by continually evolving and expanding, both by the hands of the developer and the users. Now, if you’re slightly skeptical, while reading this, you might be thinking: “Yeah right, that’s not going to happen. I don’t like games much and neither does my 5-year-old daughter. Also, what new stuff can they really come up with? It’s not going to get much crazier than playing golf in my living room, is it?” Instead of burning Copernicus on the spot immediately, please take a moment to look at which gaming breakthroughs the near future might bring us.


Nintendo has opened up new niche markets all around the world For example, Apple’s new hot gadget, the iPad, has the potential to play a prominent role in the future of gaming. This new device, which was recently unveiled to the audience by the renowned Apple-supremo Steve Jobs, uses only state of the edge technology, can connect to the Internet and has a formidable 9.7-inch high-definition multi-touch screen perfectly suited for multimedia purposes. Apple’s challenge here is to define the iPad as the ideal device between a Smartphone and a laptop, and to convince us of the fact that we all need one (again). The iPad is not a gaming device; it’s a digital device that can also play games. With software giants like Electronic Arts and Namco backing the device, its impact on gaming as we know it may be immense.

Sony is currently developing a new motion-sensitive controller for the PS3 but as always, Microsoft is trying to take it to the next level with Project Natal. Can you imagine playing a game with no controller whatsoever? Well, the people at Microsoft definitely can! See a ball flying in? Just kick it, and the game will respond onscreen. In a demo, Microsoft has even shown a beautifully rendered boy named Milo fully and precisely responding to player speech and movement. It seems as if no one will ever have to be lonely again in the future of gaming as Microsoft sees it.

With its record-selling console the Wii, Nintendo has reached millions of new gamers and, as a result, has opened up new niche markets all around the world. Of course, competitors like Microsoft and Sony can’t stay behind, especially after seeing the massive amount of profit Japanese Nintendo have made with it in spite of the fact that the device is without a doubt graphically inferior to the Xbox 360 and PS3.

31


More game enthusiasts are born every second Another high-profile technology we could be seeing a lot of in the near future is augmented reality, or AR. Augmented reality combines data from the real world with data from the virtual world and creates a new form of reality as a result. There are several applications already showing AR’s great potential. One of them is Layar. Layar is an application that creates layers on top of real life images. This way, you can point your smartphone camera at, for example, a pizzeria and Layar could show the menu, opening times and some customer reviews on-screen. It’s obvious that this technology, as it is refined further, can bring the real world and the virtual world so much closer to each other. Imagine playing tennis or basketball with a virtual ball on a virtual court, while you’re actually waiting for the bus to arrive.

32

The next decennia will definitely be influenced heavily by the - thanks to AR - fading boundaries between imagination and real life. Granted, it may seem that some of these gaming concepts are still mostly intended for geeks, and not for mainstream gaming society. However, it’s a fact that more game enthusiasts are born every second as we speak, and that the art of gaming will be playing an increasingly prominent role in the future of life. Anti-gamers have only got two choices, really: they can either stubbornly refrain from playing, or they can just pick up that controller and join the game. Chances are, these fresh game addicts will be wondering why they never entered the beautiful, interesting and diverse world of gaming earlier.


Artists are not only concentrating on music anymore‌

33


…. they are Media

Mongols “This process worked for several of years, until the internet was introduced in 1993”

The music industry sells compositions, recordings and performances of music. The industry contains musicians who compose and perform the music and the companies who create and sell that same recorded music. There are four "major labels" who dominate the recorded music; Sony Music Entertainment, Universal Music Group, Warner Music Group and EMI. Each consists of many smaller companies and labels serving different regions, genres and markets with different music artists. The definition of a music artist is wide-ranging and covers a broad spectrum of activities to do with creating art, practicing the arts and/or demonstrating an art. We use the term music artist because they don’t just sing, perform or write songs, but use all types of media to get attention for themselves as an artist, individual and their music.

34


Rachella Kolkman

Music sales dropped more than 10% per year In the past, musicians would let the music speak for themselves; they would perform live, go on television shows and record singles and albums. After they promoted their new material, fans would go out and buy their records. Musicians would work hard to deliver a good performance and where really talented, they had to be, because the technology wasn’t as ingenious as it is now in the 21th century. Musicians were forced to sing live and all their time was only put into making, recording and promoting their music. Income was mostly extracted from their album sales and performances. Once in a while there would be a television performance, but that was about it. This process worked for several years, until the internet was introduced in 1993. With the introduction of the internet, different negative aspects developed that harmed the music industry big time. The use for physical CD’s faded into the background and everything was converted to mp3 files. The music ‘single’ was the first one to go. In 2010 some record labels don’t even release a physic album. With the introduction of the internet a new threat was born, called internet piracy.

Because of the internet piracy (downloads, peer2peer music share, bootlegs and free music) was born in 2000, sales of recorded music has dropped more than 10% per year, while live music has increased in importance. With the latest technology in music recording there came a second threat. People that didn’t have the talent to sing could easily record a single or album. Songs were written, an image was built, a choreographer was hired and after recording an engineer would ‘spice up’ the vocals. And the last but not least threat; the credit crisis. People still have the same needs but have less to spend so the appeal of downloading is more tempting than ever. Fans, music lovers and artist want to support the music industry but can’t win this fight because they are feeding it themselves. As of today that still is the case, and music artists have more mountains to overcome and more bridges to build to get the same amount of money, fame and recognition that former artist had with just album sales. So music artists and their music companies have to find other ways to get the same results as they did in the past. Some music artists are still mainly focused on their music, while others try to connect to more parts of the music industry by starting their own record labels, writing for other people and working together with other artists. There is a small group of music artists that are starting to use their name as a brand. They link their name to everything possible, that could give them more fame and fortune. These music artists are trying to take over the retail market, have big merchandise and sponsors deals and start their own career as a business man/woman. They aspire acting and television careers.

35


People want to be like them This means that they want to display their influence in public media, whether on TV, music, in the radio, in movies, or in magazines and newspapers. Music artists are trying to concentrate the whole media market and why shouldn’t they? Music artists are most of the time naturals on the silver screen. They're used to performing and they tend to ooze stage presence. People look up to them like they do with movies stars, so the overlap isn’t that big. Most music artists almost have a split personality, one on stage and one when their in private.

For example; you see them on film, in maybe their own TV shows, on billboards promoting the latest fashion, technology or make up, they dominate a part of the retail market and you see them as CEO’s of their own companies or emerge with other big brands. For example: hip-hop Mongol Russel Simmons and his Def Jam label and clothing lines Phat Farm-BabyPhat or Beyoncé the USA´s best selling female artist who has her own musical career, a movie career and a clothing company called ´House of Dereon´. She herself futures in the editorials for the brand as a model. Like them, there are many more; Jennifer Lopes, P Diddy, Kylie Minoque, The PussyCatDolls, 50Cent, Justin Timberlake, Mariah Carey, Jared Leto etc. Now they are on top of things and make sure that they get their effort back in gold. Music Artists have their own perfumes, reality shows, clothing lines, make-up, hair products, shoes and even their own charities. Because fans see the music artists as ''super being with a godlike status'' they adapt very easily to the change that music artists are making from music to screen. People want to be like them, want to dress like them, smell like them, to put it in easy words; they want to be them.

It's no secret that many people in the music industry see TV, film and video games as the new big earners for artists. Record sales have slumped and touring is never going to be cost-efficient when you consider transport and living costs. Music artists are used to having a lot of money and even more to spend. This pattern is unlikely to be broken and that’s why they are evolving so that money can come from other places besides the music industry. Of course, the world of film and TV music is very difficult to get into there are so many talented musicians and so few projects which need a musician with acting skills. It's expensive and time consuming to be negotiating with composers and then working alongside whoever is chosen.

36


“Music is a feeling, it´s passion and it will always exist” Music artists are taking over the media and nobody seems to disapprove. People want to see more of them and music artists want to show and give more. Not only because they have to, but also because they want to. They give the film and retail industry a new boost with fresh ideas and creativity. The money that is earned will be used for other businesses, including the music industry. And there you have it; a new way for music artists to make money, that they (most of the time) pump into their music again. So in the future this will be a new way for the music industry to make new money and profits. For many years music artists had to depend on other people for their music, but the technology keeps on getting better and so that time is gone. In the future you will have whole computer systems that will help with the recording and music artist will be able to complete the music making process by themselves (in their own home), with the help of maybe two or three people. This will also stop the leaking of music, because there will only be a few people involved.

Music artists have evolved from being ‘just a musician’ to ‘Media Mongols’ and in the future the line between the film, retail and music industry will be even thinner and in the end there will be no line. They will dominate the scene and have whole empires linked to their name. They will have their own hotels where u can sleep in a room that’s customized by them, or eat at one of their restaurants where they have a menu especially sorted out for you or drive a car that has the features they like. On the streets, you will see clones or different versions of those few ‘Media Mongols’. Even if people try to avoid those music artists, they will be confronted with them everywhere they go and everywhere they look. And this will not only be in their state of hesitance, but all around the ‘globe’. They will start off small, building up their companies and spread all over the world with sister companies. Like a virus they will infiltrate people’s homes (with television programs) and will be a household name globally. If people will go on, let’s say a vacation, they will see the same faces and products they see at home. Some will even be customized to that particular country. Music is a feeling, it´s passion and it will always exist, because of the emotional bond fans and people form with an music artist and his-her music. The music industry and it´s artists have to reinvent themselves over and over again in order to maintain in this always moving and evolving industry. There is no stopping the influence that music artists have on people, music artists nowadays are business people who build their image and brand really carefully, never losing sight of what the needs of the people are and what the latest trends are. You can even say that some of them have less musical talent but more business talent. They see opportunities and know how to exploit them by using their name and image never losing their main focus: music!

37


Colophon Editor-in-chief: Nikky van Tuil Working as a secretary Nikky discovered there was more to her than being an assistant to someone. Nikky wanted to be on top! The education media and entertainment management is going to help Nikky accomplish her vision. That's why I got to be the Editor in Chief of this magazine.

Editor: Isa Riebe Living with and experiencing different countries & cultures, Isa has developed a strong interest in communicational, sociological and cultural differences. Languages, behavior and classical arts are complex and fascinating aspects she likes to work with. Marketing is a fusion of all those - which made it Isa's proficiency.

Editor: Gijs Vervliet Gijs discovered music already at a young age. That's why he chose to write his last report at primary school about the legendary pop group The Beatles. The interest in alternative music is still increasing. Gijs loves to attend concerts and festivals to discover new music. Now he works for the Dutch radio station Kink FM.

Editor: Daan de Winter Born into the Age of Information, Daan de Winter is a freelance parttime journalist working for the biggest press agency in the Netherlands, the ANP, and a hard-working student at the Inholland School of Communication, Media & Music.

Editor: Tobias van Rijn Tobias interest in green developments started at a young age. He is always been interested in the wealth of the environ-ment and the global issues like global warming and the side effects of it. Besides these interests he is a very busy bee. Tobias is very curious minded. You're never to old to learn something new!

38


Colophon Editor: Rachella Kolkman Rachella has been a big music fan ever since she was little. Music. She used to sing while her dad played the guitar. As of today music is still a major part of her life. From singing, to coaching, managing to writing she loves every aspect of it. Besides music she has a big passion for modelling. One day she hopes to combine these two passions in one career.

Editor: Yotam Copelovitz Growing in an International environment has triggered Yotam's Curiosity to global trends and changes. His childhood inspired him to seek and find out all there is about topics on a global level. Combining the knowledge on current issues and a touch of humour is what Yotam wishes to bring to the entertainment business world.

Editor: Arnoud van der Werf Arnoud’s vision on the world changed when he moved to Amsterdam to go to university. All these people from all over the world inspired him and encouraged him to learn about what else is out there beyond the borders of his own world. As a writer of Globe magazine he finally found a way of expressing his perspective on global media.

Editor: Anna Orlowska 'Passion for Passion' - Ania is driven by artists' passion for music. Always looking out for the way to support the talents. She is also inspired by the music events that she often attends and sometimes organizes. Combining fun with profession she aims to become an successful artist manager and event producer.

Special thanks go to: Henk Schilstra (Teacher) Leonard Kreft (Director) Johnny Breuer (Editorial) Daan de Graaf (Editor in chief) Jeffrey Boakye-Diadom (Editor in chief)


Sources A blessing or a curse? Arnoud van der Werf

http://www.fool.com/investing/value/2009/05/26/the-most-powerful-companies-in-the-world.aspx http://www.volkskrant.nl/archief_gratis/article763291.ece/Macht_grote_bedrijven_neemt_af http://home.wanadoo.nl/stichting-marx-engels/speerpunt_bestanden/inhoud_bestanden/MAI.htm http://www.globalpolicy.org/component/content/article/221/47211.html

The global village is here! Isa Riebe

www.marketing-everywhere.com www.midem.com – Music business in the digital age – great platform for global music business, projects, brands and innovations http://en.wikipedia.org/wiki/Global_marketing www.aef.com/on_campus/classroom/speaker_pres/data/7003 - this lecture was given by Paul Kurnit, Founder and President, KidShop, at University of Connecticut on behalf of the Advertising Educational Foundation www.emigroup.com - Sony plans global marketing push for 'My Name is Khan' music www.india-forums.com/forum_posts.asp?TID=1314315 www.smoothlounge.com/marketing http://oddulent.com/services/music-marketing/ - ODDulent Global Marketing Company presentation by Tim Love, Vice Chairman, Omnicom Group Inc. given at Oxford University in 2008 ; Global Marketing and Advertising – Understanding cultural Paradoxes; second edition; Marieke de Mooij IFPI publishes Digital Music Report 2010 www.ifpi.org/content/section_resources/dmr2010.html (London, 21st January, 2010) www.ifpi.org/ - IFPI represents the recording industry worldwide www.allbusiness.com/retail-trade/miscellaneous-retail-retail-stores-not/4659931-1.html - Integrity Music Strikes Global Marketing, Distribution Deal presentation by Tim Love, Vice Chairman, Omnicom Group Inc. given at Oxford University in 2008 ; Global Marketing and Advertising – Understanding cultural Paradoxes; second edition; Marieke de Mooij

Is green marketing a trend? Tobias van Rijn

http://specialevents.com/green_events/meetings_keeping_green http://meetingsnet.com/checklistshowto/green_meetings This Website is about green meetings. How to decrease your footprint. Research about green investments for events >> http://www.eventplanner.be/nieuws-trends/evenementen/3355/95-organisatorenis-milieubewust.html Green event organizer >> http://www.ecoevents.nl/index.php Everything recycled >> http://smallbiztrends.com/2006/08/green-business-trend-taking-hold.html Is going green more a trend than a solution? http://www.mlive.com/opinion/kalamazoo/index.ssf/2009/02/has_going_green_become_more_of.html http://seattletimes.nwsource.com/html/localnews/2008022511_greenmarketing28m.html More green trends http://www.klimaatneutraal.nl/newsblog/post/2009/02/Groene-evenementen2c-ja-natuurlijk!.aspx The change of events in a green way >> http://www.abdk.nl/html/page410.asp History of environmental awareness >> http://www.lincolnshireshowground.co.uk/uploads/files/Environmental%20Awareness%20Team%20Building%20Events2.pdf Green teambuilding’s for corporations >> http://gsa.confex.com/gsa/2007AM/finalprogram/abstract_126490.htm USING THE “LIFESTYLE PROJECT” TO INCREASE ENVIRONMENTAL AWARENESS

Now Information Where will it take us? Yotam Copelovitz

http://www.cis-india.org/research/cis-raw/histories/netactiv/digiactivprop http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm http://store.nike.com/index.jsp?cp=EUNS_KW_NS09_NL_Google_B&country=NL&lang_locale=en_GB&l=shop,home#l=shop,nikeid http://successfulbusinessleadership.ibc01.com/index.php/think-about-the-big-picture/networks/ http://www.businessdictionary.com/definition/macro-environment.html http://www.efa.org.au/Issues/Censor/cens3.html http://www.masternewmedia.org/europe-under-internet-censorship-threat-new-eu-telecom-package/ http://www.nowpublic.com/environment/internet-environments-best-friend http://www.independent.co.uk/news/media/google-threatens-to-quit-china-over-activist-attacks-1866550.html http://sales20network.com/blog/?p=223 http://technology.timesonline.co.uk/tol/news/tech_and_web/article5489134.ece http://www.futureinternet.eu/fileadmin/initiative_documents/Publications/White_Paper/EFII_White_Paper_2010_Public.pdf http://www.information-age.com/channels/information-management/perspectives-and-trends/1109538/social-medias-untappedpotential.thtml

39


Sources II "Video did not kill the radio star.." Gijs Vervliet

Radio in the Global Age, David Hendy The Future of Radio, Ofcom Office of Communications Digital Radio Plan Troubles, The Guardian: http://www.guardian.co.uk/media/organgrinder/2009/nov/02/digital-radio-plan-troubles http://www.absoluteradio.co.uk/about_us/sales/radio/ http://www.highbeam.com/doc/1G1-114140774.html http://www.researchandmarkets.com/research/f4d3f2/global_radio_frequ The Sandblaster Software-Defined Radio Platform for Mobile 4G Wireless Communications, Hindawi Publishing Corporation

On the battlefield" Ania Orlowska

http://www.businessweek.com/magazine/content/07_44/b4056094.htm http://www.economist.com/background/displayBackground.cfm?story_id=10498664 http://entertainment.howstuffworks.com/record-label.htm http://www.billboardpublicitywire.com/releases/artist-management/conference/prweb3408714.htm http://www.indiehiphop.net/artist-management-when-do-you-need-it/ http://money.cnn.com/magazines/fortune/fortune_archive/2006/08/21/8383597/index.htm http://entertainment.howstuffworks.com/music-royalties2.htm

Game on! The future of life Daan de Winter

http://www.cracked.com/article_15243_the-next-25-years-video-games.html http://www.thestandard.com/news/2009/11/10/future-games-your-web-browser http://www.realpoor.com/articles/13_Innovations_That_Reshaped_the_Gaming_Industry_a306.html http://www.realpoor.com/articles/Gaming_Industry_ac2.html http://paidcontent.org/article/419-why-the-future-of-game-related-advertising-looks-like-eas-dr.-pepper-de/ http://www.guardian.co.uk/technology/gamesblog/2009/sep/02/games-gameculture http://www.newsvine.com/_news/2010/01/29/3827437-is-the-ipad-the-future-of-portable-gaming http://www.gamevertising.com/ http://www.techradar.com/news/gaming/the-evolution-of-gaming-graphics-609050 http://www.dailymail.co.uk/sciencetech/article-1243959/AR-Drone-The-flying-saucer-like-mini-drone-controlled-iPhone.html http://www.game-machines.com/ http://www.computerandvideogames.com/article.php?id=211479 http://gamer.blorge.com/2009/07/15/motion-sensing-the-future-of-games-heavy-rain-dev-not-happy/ http://www.ztgamedomain.com/9154/Odions-Opinion-The-Future-of-Game-Costs.html http://miniarcanis.blogspot.com/2010/01/future-video-games.html http://www.extendlimits.nl/index.php/nieuws/artikel/project_natal_maakt_einde_aan_tijdperk_gamecontrole/ http://www.geekstir.com/project-natal-milo-xbox-360 http://www.msnbc.msn.com/id/31200220/ns/technology_and_science-games/

'Music Media Mongols' Rachella Kolkman

www.wikipedia.nl, www.google.com http://www.squidoo.com/Production-Music http://movies.yahoo.com/photos http://music-trends.suite101.com/ http://bigpicture.typepad.com/comments/2005/08/the_future_of_t.html

40


Closing comment Planet Earth is a very dynamic, everchanging place. Technological breakthroughs in communication such as the rise of the internet have, for many people, changed the national perspective into a modern, global one. The world has so much to offer for those born in this new age of media concentration and we hope that after reading this magazine, you’ll keep your eyes open and thoroughly enjoy the many beautiful developments and initiatives we will see happening in the entertainment industry over the coming years. With a global mindset, the only limit will surely be your own imagination!


Globe magazine  

Global media perspectives