Digitalisation is currently fundamentally changing the music business. After a large number of new techniques have created new prerequisites for the production, marketing and distribution of music, only one truth appears to be valid: everything remains different. The great old protagonists in the music industry battle against sinking turnover figures, new players, such as iTunes, achieve tremendous successes. The end is prophesized of the CD, which was once celebrated as the data carrier for eternity, but the good old vinyl will survive us all. At the same time the Internet on the threshold of Web 2.0 now develops clearly stronger to become an interactive medium than it was long sworn to be. The music fan is no longer content with the passive role of a consumer, but will become an active “prosumer”, who produces his or her own music-, film- and information programs, thus assuming the editing and moderation for others.

For the creators of music, especially newcomers, niche artists and the smaller music enterprises, there are a great number of new opportunities, as well as challenges,  in this rapidly changing sphere: how do I attract attention in the Internet medium used by millions, how do I reach my fans, which business models promise success, who are the new players in the music business, and what can one learn from them? Are there general skills for an appearance in the digital environment, or is everyone a solitary explorer? Which new role models and challenges are created, and will a new distribution of tasks within the digital world be given? Or will artists become their own producers and marketers? Are people like John Peel superfluous in Web 2.0?

These are currently the key questions for people who create music and those who are interested in culture, and thus the themes of the mica - music austria conference on 12 and 13 November in Vienna. The event addresses experts and musicians of all styles, from pop to classics, as well as practitioners and decision makers from smaller music enterprises (“Indies”) and publishing houses, as well as other interested parties and academics.

Through a large number of reports from the spheres of theory and practice, participants should be able to acquire an overview of the way in which the music business changes in a digital environment, and in which direction it will develop further.

At the end of the first day we will then wish to discuss how well the creators of music are able to be active within that which the political sphere currently dictates, especially in view of the legal situation that is still widely aligned to the “old music business”: do the state authorities sufficiently assume responsibility for its task of ensuring cultural diversity and the appropriate cultural-economic infrastructures?

The “Strategies for online marketing for music creators: Best Practice” workshop on the second day will offer all interested participants the opportunity to become acquainted with the strategies of online marketing through numerous reports of the experiences of practitioners.

The conference part (12 Nov) will be completely held in English, a simultaneous translation to German will be offered. The workshop part (13 Nov) will be predominantly held in German.

Conference participation is free of charge, but registration is required. Please register at registration@mica.at, and name the day you want to register for (conference, workshop, or both).

Programme Conference  12  November

Programme Workshop 13  November