The advent of digital, social and streaming has rocked the music industry, leading to a change in the dynamics and relationships between the different stakeholders that has not yet ended and paper publishing is one of the sectors that has suffered the strongest backlash. The theme is born both from the fascination that paper publishing has on me as well as from my passion for the Italian independent music scene. The research starts from the question: is there still a strategic role for paper music magazines in the communication of pop music? In order to answer the question I faced a research path divided into several phases: In the first phase I analyzed the history and evolution of printing methods and the arrival of the first computers; I investigated the birth of music magazines and their role as mediators in the relationship between artists and the public. In the second phase I focused on the analysis of the audience, between fans and professionals, through a questionnaire that aims to understand the relationship with paper and digital magazines, how they are used and what are the expectations. In the third phase I deepened the journalism and music publishing and the difficulties of adapting the market to the changes of digital. The research was also carried out through a work of content analysis of magazines, social media posts, the helms of the paper issues published between September and December 2021 and the websites of the main newspapers. Having clashed with a lack of bibliography, to continue the research it was necessary to interview professionals in the field, chosen in order to cover the most important stakeholders of the music industry in direct relationship with magazines. The main questions that guided me were: what is the future of the industry? How will this publishing system change? The interviews immediately revealed the existence of a possible future and forced me to review the initial question. The conclusions, thanks and through the words of the professionals, try to answer the new question: what is today and what will be the strategic role of music magazines in the Italian market?
L’avvento del digitale, dei social e dello streaming hanno scosso l’industria musicale, portando a un cambiamento delle dinamiche e dei rapporti tra i diversi stakeholder che ancora non si è concluso e l'editoria musicale cartacea è uno dei settori che ha subito il contraccolpo più forte. Il tema nasce sia dal fascino che ha su di me l’editoria cartacea quanto dalla mia passione per la scena musicale indipendente italiana. La ricerca parte dalla domanda: esiste ancora un ruolo strategico per le riviste di musica cartacee nella comunicazione della musica leggera? Per rispondere alla domanda ho affrontato un percorso di ricerca diviso in varie fasi: Nella prima fase ho analizzato la storia e l’evoluzione dei metodi di stampa e l’arrivo dei primi computer; ho indagato la nascita delle riviste di musica e il loro ruolo come mediatori nel rapporto tra artisti e pubblico. Nella seconda fase mi sono concentrato sull’analisi del pubblico, tra fan e professionisti, tramite un questionario che mira a comprendere il rapporto con le riviste cartacee e digitali, come vengono fruite e quali sono le aspettative. Nella terza fase ho approfondito il giornalismo e l’editoria musicale e le difficoltà di adattamento del mercato ai cambiamenti del digitale. La ricerca si è svolta anche mediante un lavoro di analisi contenutistica delle riviste, dei post sui social, i timoni dei numeri cartacei pubblicati tra settembre e dicembre 2021 e i siti web delle principali testate. Essendomi scontrato contro una carenza bibliografica, per proseguire nel ragionamento si è reso necessario intervistare professionisti del settore, scelti in modo da coprire gli stakeholder più importanti dell’industria musicale in relazione diretta con le riviste. Le domande principali che mi hanno guidato sono state: qual è il futuro del settore? Come potrà cambiare questo sistema editoriale? Le interviste hanno rilevato da subito l’esistenza di un futuro possibile e mi hanno costretto a rivedere la domanda iniziale. Le conclusioni, grazie e tramite le parole dei professionisti, cercano quindi di rispondere al nuovo quesito: qual è oggi e quale sarà il ruolo strategico delle riviste musicali nel mercato italiano?
Paper music. Le riviste musicali nel mercato italiano : storia, ruolo strategico e prospettive
Sasso, Michele
2020/2021
Abstract
The advent of digital, social and streaming has rocked the music industry, leading to a change in the dynamics and relationships between the different stakeholders that has not yet ended and paper publishing is one of the sectors that has suffered the strongest backlash. The theme is born both from the fascination that paper publishing has on me as well as from my passion for the Italian independent music scene. The research starts from the question: is there still a strategic role for paper music magazines in the communication of pop music? In order to answer the question I faced a research path divided into several phases: In the first phase I analyzed the history and evolution of printing methods and the arrival of the first computers; I investigated the birth of music magazines and their role as mediators in the relationship between artists and the public. In the second phase I focused on the analysis of the audience, between fans and professionals, through a questionnaire that aims to understand the relationship with paper and digital magazines, how they are used and what are the expectations. In the third phase I deepened the journalism and music publishing and the difficulties of adapting the market to the changes of digital. The research was also carried out through a work of content analysis of magazines, social media posts, the helms of the paper issues published between September and December 2021 and the websites of the main newspapers. Having clashed with a lack of bibliography, to continue the research it was necessary to interview professionals in the field, chosen in order to cover the most important stakeholders of the music industry in direct relationship with magazines. The main questions that guided me were: what is the future of the industry? How will this publishing system change? The interviews immediately revealed the existence of a possible future and forced me to review the initial question. The conclusions, thanks and through the words of the professionals, try to answer the new question: what is today and what will be the strategic role of music magazines in the Italian market?| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/186826