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  • American Professor Lectures at Communication University of China
  • 来源:School of Music and Recording Arts   | 日期:2014-11-06      
  • Robert Steven Lyons, Professor of Music Industry at Northeastern University, delivered a lecture on music streaming at the First International Music Industry Forum held this week at Communication University of China.

    The First Part: the creativity of music streaming services Music streaming services are a significant phenomenon in the current global music market. Services such as BeatsMusic and Youtube have made money streaming music. Consumption of music has been achieved more and more through these types of streaming platforms. Currently, streaming services are welcomed by the music industry, and Professor Lyons considers creativity as the indispensable factor in the future financial success of the music industry.

    The Second Part: the statistics analysis of music streaming services Professor Lyons presented an overview of record labels and the music industry by showing figures and graphs. He concludes that the data available about music streaming services will help professions within the music industry understand the true needs of consumers and the different values held by different people. After extensive study of streaming data, Professor Lyons created a new model for profits, using streaming services such as Spotify and Pandora as examples to illustrate a positive look for the music industry.

    The Third Part: consumer needs model in the music streaming services Professor Lyons introduced the consumer needs model in music streaming services, including listening, management, social circles, and recommendations. In terms of listening, most people are not proactive. When the audience wants to be proactive listeners, they will pick songs based on their own values and interests. The function of sharing music stands out in the social media community. Audiences seek satisfaction through sharing music with others and interaction with other streaming users. When audiences want to find something new, they will find a guide to help them choose songs, and music streaming services plays this role very well.

    The Forth Part: brief introduction of music industry program at Northeastern University Northeastern university is one of the largest private universities in the U.S. Located in Boston, it has long been the center of arts, entrepreneurship, technologies and business. Professor Lyons gave a quantity of advice on studying abroad, which help students obtain a better understanding of the process of earning a master’s degree in the U.S.

    The Professor was given a warm round of applause for his presentation.

     

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