20.500.12556/DKUM-21841 ANALIZA TRŽNIH POTI NOSILCEV ZVOKA ANALYSIS OF THE MARKETING CHANNELS OF SOUND Glasba nas danes spremlja na vsakem koraku in skorajda ves dan – zjutraj med pripravo na odhod v službo oziroma šolo, na poti v službo, na delovnem mestu, v restavraciji, med nakupovanjem, med športnimi aktivnostmi, na družabnih dogodkih … Prisotna je na vseh ravneh družbenega življenja. Prisotnost glasbe kjerkoli in kadarkoli je omogočil tehnološki razvoj, ki je sicer poslušalcem precej olajšal dostop do glasbe, na drugi strani pa glasbeni industriji prinesel precejšnje izgube. Danes si lahko poslušalec najnovejši glasbeni hit v nekaj trenutkih prenese na svoj predvajalnik (mobilni telefon, mp3, mp4, računalnik …) in si ga predvaja kjerkoli, kadarkoli in kolikokrat želi. Ni mu več potrebno kupiti nosilca zvoka, katerega prodaja pa za glasbeno industrijo predstavlja pomemben in skorajda edini vir prihodkov. Posvetila sem se raziskavi prodaje glasbe po posameznih obdobjih od leta 1980 do danes ter prodaji po posameznih nosilcih zvoka. Glasbena industrija je prve vidnejše dobičke dosegla s prodajo kaset – leta 1981 je svetovna prodaja nosilcev zvoka znašala že 12 milijard ameriških dolarjev. Po tem letu pa je prodaja kaset pričela upadati. Glavni vzrok za padec prodaje naj bi bila (po besedah glasbenih založnikov) prodaja praznih nosilcev zvoka – kaset, ki je omogočila presnemavanje glasbe kar doma. Ponovno porast prodaje glasbe je prinesel razvoj laserske zgoščenke in leta 1992 je znašala prodaja nosilcev zvoka že 28.893 milijonov ameriških dolarjev. Višek je svetovna glasbena industrija dosegla leta 1996, ko je bilo prodanih 3.526,9 milijonov nosilcev zvoka. Po letu 1996 pa glasbena industrija beleži vedno večje padce prodaje nosilcev zvoka. Največji vpliv na padec prodaje nosilcev zvoka je prav gotovo imel pojav interneta na katerega se glasbena industrija ni pravočasno odzvala. Glasbena dela so si uporabniki kar nekaj let prosto izmenjavali, glasbena industrija pa je le ogorčeno opozarjala na pojav piratstva oziroma nelegalne izmenjave, za svojo zaščito pa naredila bore malo. Danes sicer svetovna glasbena industrija beleži visoko porast internetne prodaje glasbe in mobilnih melodij, vendar so izgube še vedno precejšnje. Velikanske izgube je poskušala glasbena industrija vsaj delno pokriti z uvedbo pravne zaščite glasbenikov in založnikov. Po vsem svetu so se ustanovile organizacije, ki ščitijo avtorske pravice glasbenikov (avtorjev in izvajalcev glasbe) ter interese založnikov. Dosegli so zbiranje finančnih sredstev od uporabnikov glasbe (radijske in TV postaje, organizatorji koncertov in drugih prireditev, trgovski centri, lokali …), ki jih namenjajo avtorjem, izvajalcem in založnikom. V Sloveniji ščitita te pravice SAZAS in IPF. Music is with us on every step we make and practically throughout the entire day – in the morning while getting ready for work or school, on the way to work, at workplace, in a restaurant, while shopping, during sports activities, at social events, etc. It is present at all levels of the social life. The presence of music anytime and anyplace has been enabled by the technological progress, which has on the one hand significantly eased listeners to access music, but on the other hand it has incurred significant losses to the music industry. Today, music listeners can download the latest music hits to their players (mobile phone, mp3, mp4, computer, etc.) within a few moments and play it anywhere, anytime and as many times as desired. Music listeners do not need to buy any sound recording medium, the sale of which represents an important and almost the only source of income to the music industry. I have researched the sale of music by individual periods between 1980 until today, and the sale by an individual sound recording medium. The first notable profit made by the music industry came from selling tapes. In 1981, the global sale of sound recording media amounted to USD 12 billion. Following that year, the sale of tapes started dropping. The main reason for the drop in sale was, according to music labels, the sale of unrecorded sound media – tapes, which enabled taping of music at home. A new increase in the sale of music was brought by the development of the compact disc. In 1992, the sale of sound recording media totalled USD 28,893 million. The global music industry reached its peak in 1996 by selling 3,526.9 million of sound recording media. After 1996, the music industry has been recording increasing falls in the sale of sound recording media. The biggest impact on the drop in the sale of sound recording media can undoubtedly be attributed to the appearance of the internet, which the music industry failed to respond to in time. Users were able to freely exchange music work for several years, while the music industry, shocked, only warned about the presence of piracy, i.e. illegal exchange, and did very little to protect itself. The global music industry has recorded a high increase in the volume of online music sale and the sale of ringtones; however, the loss has remained substantial. The music industry tried to cover for giant losses at least partially by introducing legal protection for musicians and record labels. Organisations for copyright protection of musicians (authors and performers) and interests of record labels were established worldwide. The industry has managed to start raising funds from music users (radio and TV stations, organisers of concerts and other events, commercial centres, clubs…). Such funds are intended for authors, performers and publishers. In Slovenia such rights are protected by SAZAS and IPF. glasba glasbena industrija internetna prodaja glasbe prodaja mobilnih melodij avtorske pravice glasbena založba music music industry sound recording medium online music sale sale of ringtones copyright record label true true false A. Kolman Slovenski jezik Angleški jezik Magistrsko delo 2012-01-09 17:32:21 2012-04-02 13:23:03 2022-04-14 10:56:28 2023-12-28 03:07:14 0 0 [Maribor] 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10982684 URN:SI:UM:DK:PVFGOMYD MAG_Kolman_Alenka_2012.pdf MAG_Kolman_Alenka_2012.pdf 1 3243E739433CE481EE7671AACB03CA07 6b2806c721d9c67f6e3d066782a60a33b02143c011e1af56b1e17907b6aabc49 bf5850ee-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3472f2fb-290c-4545-beca-c8b44db0afe8 https://dk.um.si/Dokument.php?lang=slv&id=27886 Ekonomsko-poslovna fakulteta 0 0 0