As a music producer I have had my work remixed, both with and without my consent. I have also remixed others work, again, with or without consent. This is the way of the music business and has been for a long time. While it may seem to take control and potential profits away from the original artist more often than not artists are embracing this ability to share and are creating opportunities for other artists to create their own interpretations through remix competitions or just releasing individual parts of songs. At it’s extreme the artist Beck recently released an album as just sheet music encouraging fans to upload their own interpretations of the tracks to youtube without even having heard the original tracks.
As this produsage branches out into other fields businesses could look at taking advantage of it. Individuals could take photos, or create art within boundaries defined by a company to be included in a television commercial or ad campaigns can be designed in a way in which fans can interact and recreate the ad.
As technology advance the ways in which interaction through editing can be achieved are becoming greater with a smaller barrier to entry. While creating a viral campaign is not always straight forward, if a company is prepared to embrace produsage and interact with consumers there is a greater chance that an idea will spread.
Apologies for the lateness of this entry… I guess the internet doesn’t stop for illness.
I love that you've given us some insight into the workings of the music industry nowadays- I've always wondered how reproduction works. I am a fellow music-lover Matt, though haven't ever 'mixed' and 'mashed' tracks. Is the rule you have to change it at least 10% before having to pay royalties to the original artist? Produsage, to me, brings out the best in things these days. Everything has been done... so let's have fun with it!!
ReplyDeleteThe 10% rule is in theory correct, but in practise who can say what 10% of a song is. For example if you were to only take the first half of the riff from smoke to the water and use that you have changed much more than 10% of the total song, but that line may be worth 40-50% of the value of the song as it is so important to the structure and so memorable...
ReplyDeleteLawyers have a blast with this stuff...
As eccentric as it is, it is mighty interesting listening to artists have a crack at an album released entirely on sheet music. It certainly got everybody talking about it
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