On the afternoon of November 13, Professor Patrik Wikstrom, Center for Creative and Innovative Industries, Queensland University of Technology, Australia, delivered a lecture entitled "The Future of the Music Industry in the Digital Distribution Era" to our students and teachers at Building 48.

In his lecture, Professor Patrik pointed out that despite the downward trend in the sales of physical recordings in the music industry, the market share of music performances and music subscriptions is rapidly increasing. The technological changes in digital music have brought about a dramatic shift in the way music is marketed, changing the demand for music service providers from simple listening to multiple needs such as organizing databases, recommending music, building spaces for sharing, and helping fans recognize themselves. Taking Imogen Heap as an example, he shared the singer's ways of involving fans in her album recording, production, and footnotes giving fans Microblogging in their works, creating a new interaction between singers and fans and succeeding in the success of a large number of fans The case takes Spotify, a world-famous streaming media service, for example, pointing out the new listening mode guided by different indexes such as emotions and geography. In his opinion, innovation is the key to building, retaining, expanding users and fans.

During the questioning session, students conducted questions and discussions on the share of the music industry in the United States, Europe and Australia, and how to realize the alliance of Chinese music companies and the resolution of copyright of digital music in China. Professor Patrik patiently answered the questions.

Professor Patrik has taught at Northeastern University, University of Calderhead in Sweden, International Business School Sherman and Gothenburg University. He was a Business Development Manager and Strategic Advisor in the European media and telecommunications industry and has extensive experience in data analysis for the music industry . Author of The Music Industry: The Music in the Cloud, Reluctantly Virtual, published "The enemy of music: Modeling the behavior of a cultural industry in crisis", "The Adaptive Behavior of Music Firms: Introducing the Music Industry Feedback Model "and many other academic papers.

(Text: Chen Jiaxin, Zhang Feng Yan Figure: Tao Lu Jin, Pan Yanqi)