· Describe the change. (timeline of the change, his
· Describe the change. (timeline of the change, history)
· What was the guiding force behind the change? (technological changes (piracy issues, companies like sony, apple, itunes,)
· Who were the key stakeholders? How did they influence the change process?
· What forces drove change? What forces resisted change? (Force Filed Analysis) (key events behind the change and response to the change etc.)
· What barriers to change were encountered? How were the barriers dealt with?
· How well was the change implemented?
· What communication strategies/plans were employed at different stages of change development? · Examine and assess the change agent’s role.
Table of Contents
The music industry business began close to a century ago following scientific innovations that provided the means to record and replay musical sounds. Management and marketing of music are similar to any other enterprise or product. In the previous twenty years, the music industry has undergone changes due to various reasons fueled by digitalization ( Sueagle, 2010). The music industry has experienced changes both in production, distribution, and consumption. The development of computer software that can compress and store music and the internet potential to facilitate free distribution of music have altered the relationship between supply and demand chain ( Throsby, 2002). This paper aims at discussing the changes that the music industry has undergone in the past two decades.
Mechanical reproduction of sound started in 1877 when Thomas Edison invented a tinfoil-wrapped cylinder that rotated with a handle (Blanchette, 2004). The cylinder developed had poor sound quality and had limited use because the foil could only be used a few times before it deteriorated making production expensive (Blanchette, 2004). The original cylinder was enhanced with wax-coated cardboard tube over it to make the prototypes that were used for the jukebox (Blanchette, 2004). During that time, music enthusiasts used Nickle machines that one would pay a nickel to play music (Blanchette, 2004). Eventually, in the nineteenth century, three major organizations, namely, Victor, Columbia, and Edison became the primary producers of playback devices and audio products. The production of cylinders was expensive and time-consuming (Blanchette, 2004). Cylinders also required a systematic production process that required maximum perfection (Blanchette, 2004). These requirements locked doors for smaller companies willing to venture into the business due to the significant initial fixed costs and many resources and connections required for music production (Blanchette, 2004). Another significant invention in the music industry was the metal master stamper (Blanchette, 2004). The stamper had enabled the reproduction of thousands of copies before the original was discarded…