Monthly Archives: April 2019

The mission of modern musicians is to pass on traditional music theory.

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Japanese Apricots “Ume”

 Another important role for modern musicians such as professional musicians and conductors is to preserve the tradition of music theory and to convey it to future generations. It is not good enough to change the music theory established by the great geniuses of the past without permission, just because they are talented. The fact that traditional music theory is not properly inherited is a great loss for humanity.

 It would be easy to understand if you imagine the world of traditional performing arts in Japan such as Noh, Kyogen, and Kabuki. Modern Noh artists and Kabuki actors first learn about the “form” that has been passed down for generations. After mastering the form perfectly, you put your own interpretation and expression on the stage. The form that has been inherited is an acting theory that has been refined through the research and practice of the generations of actors, and each movement has a profound meaning. Without studying the type of tradition at all, it would be awkward to get me to do it myself, saying, “This is a new Kabuki that I think.” It is their main business to protect and communicate the type that has been passed down from the old days, and creating a selfish style is just “play”. People involved in traditional arts must inherit such traditional culture. It’s a museum-like job, but that’s the mission.

 Today’s musicians should play classical music that has made music theory exactly, in order to pass it on to future generations.

Reference

Classical Music

How to use video sharing site

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Yasuharu Nagura on Youtube 

The power of video sharing sites is overwhelming when it comes to spreading music. The spread of smartphones is spurring that trend. Understand the importance of videos. However, it does not mean that you need a music video (MV) with a long and expensive budget. Like music, videos can now be produced at very low cost. If you want to hear and spread the music on a video sharing site, it is possible if you have one interesting idea from the artist side.

The most famous video sharing site is, of course, You Tube. There is also a star YouTuber that generates tens of millions of yen a year by creating a new genre called You Tuber and earning ad revenue from YouTube alone. (A billion-dollar player also appears in the Europe and America). Be aware of advertising revenue according to the number of video plays. However, what you have to be careful about is the YouTube video for the purpose If you think that you are going to increase advertising revenue in accordance with YouTube’s terms, the presence of advertising such as advertising first will grow. For promotional purposes where you want to listen to songs or show their videos, it is better to keep your ad conservative.

There are a huge number of users on YouTube. Be aware of the inflow from other videos that make use of related videos and tagging. It is also necessary to infer the user’s preferences from the search terms. Videos can not be avoided in future music promotion. MTV was born in the United States in 1981, so it has been over 30 years old. Videos for spreading music have many potentials that go far beyond traditional music videos. 

Reference

YouTube https://www.youtube.com/channel/UChKOsXbRHbUBJkChfooV-nA

The possibility of playlist promotion

 

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Yasuharu Nagura on AWA

 We’ve always seen streaming services increasing the chances for music to be active in communication. In Europe and America, streaming hits have already come out. Playlist promotion will become one of the mainstream in Japan as it spreads artists and songs. Speaking of playlists in the sense of the Japanese, it may often be a kind of compilation album with about 10 to 20 songs. However, the playlist by sportify is completely different from that. It may be easier to understand if you imagine a bunch of songs as a block. The popular playlist has over 100 songs. It does not mean that there is no order. The flow is unconscious. It is an image that seems to be arranged in order of popularity. Can you create your own playlist that covers the J-Pop fans in “Sportify”? That problem setting is correct. AWA and LINE MUSIC that began in Japan. They also sell playlists.

Reference

AWA https://s.awa.fm/artist/935c9508456e584c2539/

Language Skills and Communication Skills

スクリーンショット 2019-04-08 17.55.32.png A piprest made in Italy

 English skills are essential as long as you work with a focus on overseas. The ability to check information on the Internet, the ability to communicate via email, and the ability to speak are also very important. As long as you are in the music business, you should communicate with both French and Asian people in English. But more important than that is communication skills. Do not hesitate, say what to say. If you can not hear what the other party is saying, listen in this word and check. Such an attitude is necessary.

Current Situation of Music Business in the World

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Yasuharu Nagura in Concert (Aichi, 2019), Japan [liveset]

 The center of the world’s political economy is still the United States. In particular, the Internet is an area that began with military technology in the United States, and has been widely spread as a national policy by the United States. Global rules for IT services can be said to be American rules. In the pop culture industry such as movies and music, the U.S. is the strongest field. When it comes to music and IT, it makes sense to check the situation in the United States. On the other hand, let’s know the situation of each country in Europe. How does France compete against the advancement of American culture? How are the Nordic countries attacking the American market? Understanding properly has hidden important tips for Japan. From now on, Japanese music will be sold in the world market.

Funding method “Crowdfunding”

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A Japanese Cherry Blossom Tree “Sakura”

Crowdfunding refers to an unspecified number of people providing or collaborating with other people or organizations, usually via the Internet. It is a coined word that combines crowd and funding. Also called social funding. In the United States, a crowdfunding called Kickstarter, Indiegogo, serves as a funding source for artists.

 There are three types of crowdfunding: investment type, donation type, and purchasing type. Purchasing type models are effective for entertainment, In old-fashioned terms, it’s about pre-order sales. The ability to support artists from $ 1 to over $ 100,000 is a convenient part of crowdfunding. The video appeals to the artist what the artist wants to achieve, and the users who agree with it pay the money in advance. Depending on the content of the product or service to be provided, we will prepare a menu that divides the amount to be paid. Among them, there are many things that usually can not be made money, such as being listed on the album jacket and being able to participate in the launch after the concert ends.

 The user pays for the desire to support the artist and the joy of personal appeal and special treatment. There are many crwodfunding services in Japan, but at least in the music field, their existence is still very small and has not  taken on a part of the ecosystem yet.  

 There are several possible reasons. An environmental factor is the difference in the spread of web money. There are still a lot of Japanese who are reluctant to enter credit card information online. Because it is one point that cloud funds give money casually, conveniences such as convenience store payment are not good. There may also be a donation (donation) or a tipping habit. Also, it seems persistent that artists say that “please pay for users directly” are imaginatively negative.

 Also, if only the already existing fans make money, the artist has no reason to use the crowdfunding service. You can get it directly. Japan’s live idol is operated with the know-how to collect a lot of money even from a small fan. There are 10,000 people who pay $ 1 and a person who pay $ 10,000. The best part of a crowdfunding is that a large amount of money gathers like a festival.

Reference

Patreon https://www.patreon.com/yasuharunagura

Music users use 『stock』 and 『flow』 values ​​differently.

 Today, music users use 『stock』 and 『flow』 values ​​differently. Stock and flow are terms used in the financial industry. When applied to a general business, stock actually means holding things etc. Stock value means “value generated from holding”. On the other hand, the flow is always changing and not fixed like the flow of the river. Products and services can be divided into those that hold value and those that change. This stock value and flow value are sophisticated and difficult ideas, but when applied to the music business, it is easy to understand.

 Originally, music flowed momentarily and could not be possessed, and there was only flow value. The ability to confine and hold the music on records, cassette tapes, music CDs, etc. has created stock value. Users tend to find stock value in CD holding itself.

Then, think about the music delivery business. When buying a music CD, the user recognizes the stock value. On the other hand, some people may want to pay for the flow value that they only have to listen to music without finding a value in particular.

 The same music distribution service addresses the need to place music CDs as sound sources and support by holding music CDs of favorite artists. On the other hand, streaming on the Internet finds the value of flow at the moment the music flows. Even if you don’t own it, you can play your favorite songs when you like. The music is the music that you want to listen to at that time, and it is a way of thinking that you do not have to bother. It can be said that in the music industry, users have begun to use stock value and flow value properly.

Entering the fourth industrial revolution

 All industries are now facing the changing times of the fourth industrial revolution. There is a problem with processing big data gathered through sensors. In order to process the processing in real time, it can not cope with a normal computer system, and high-level AI (Artificial Intelligence) utilization is required. Because this innovation (transformation) ultimately spreads to all industries, this series of flows is called the “fourth industrial revolution”.

 The first industrial revolution was led by Britain in the late 18th century. Its center lies in the machine industry with the application of hydraulic and steam engines. Here, there has been a change in the “things” of management resources. The second industrial revolution was led by the United Kingdom and the United States in the late 19th century. The center of this is electricity of new energy, and the development of the distribution network by railways has led to the era of mass production and consumption. The most important thing that happened in the second stage was the innovation of the financial system to create a “global financial economy” and a global economic zone. In other words, in terms of management resources, a change in money has taken place The third industrial revolution was led by the United States and Japan in the late 20th century. At the center of it was the evolution of computers and information communication, and the main role was “information” of management resources.                                                  

EPK (Electronic Press Kit)

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EPK for Yasuharu Nagura

What’s Electronic Press Kit?

An electronic press kit (EPK) is a press kit equivalent in electronic form. An EPK usually takes the form of a website or e-mail, though they are also known to exist in CD and DVD form.

Many companies make their electronic press kits available via the corporate website, where kits are offered in PDF format. An electronic press kit can be provided in any of the following formats:

  • CD
  • DVD
  • Video or audio cassette
  • The Internet (e.g. E-mail, WWW, newsgroups, etc.)
  • USB flash drive

The contents of an EPK media kit are similar to other types of media kit, but are likely to include a range of audio-visual material. Decisions about what to include in the EPK media kit will depend on the industry and target audience. As a general guide, an EPK in the music industry might contain the following:

  • Biography
  • Music clips (audio files, CD or DVD)
  • High resolution press photos
  • Forthcoming tour dates
  • Promotional videos
  • Offline website or website links,especially links to relevant social media and music websites
  • Media reviews and interviews
  • “RIYL” or “recommended if you like” list (list of artists in similar styles or genres)
  • Contact information
  • High resolution, colour photos or images of key executives, the company logo, products, etc.

Reference

EPK  http://www.yasuharunagura.bandzoogle.com

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