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  3. How has the internet changed the role of record companies? To many, it seemed the digital world would render record labels obsol

How has the internet changed the role of record companies? To many, it seemed the digital world would render record labels obsol

admin2014-06-25  58
问题     How has the internet changed the role of record companies? To many, it seemed the digital world would render record labels obsolete. However, a new report suggests that far from marginalizing labels, the internet has actually made them more important. The core business of record companies is investing in artists in order to break them to large audiences. The report shows that, although the nature of the investment is fast-evolving, the backing of record companies is as vital to the careers of artists as it ever was.
    How have labels stayed not just relevant but essential in the DIY age? First, they have refused to compromise on their core mission—developing new acts. Investment in artists and repertoire has defied a declining world market. Second, the role filled by record companies is skilled, costly and one which no other sector is prepared to play.
    Another reason is that artists may have the tools to record, publish and distribute their own work, but they still want record labels as partners to support their professional careers.()f course the exact shape of the "deal" is evolving. Larger advances to new signings are harder to find, but at the same time labels have adapted their services to new areas such as brand partnerships where they share revenues with artists.
    One of the most significant trends highlighted in the report is the shift from mass media advertising to consumer-focused, digital-led marketing. Gone are the days when marketing campaigns were only a-bout TV and print advertising. Labels today give artists the tools and support they need to develop deeper and more engaging relationships with their fans.
    Finally, record companies have also reinvented their relationship with their consumers. Having long fought with internet piracy, the music industry is now offering a fantastic range of high quality music services. This, in turn, appears to be driving a much better outlook for the global market. Global revenues in the first nine months of 2012 were down 1 per cent—our smallest annual revenue decline in eight years.
    The positive message is that, for the music industry, the age of self-publishing has been more an opportunity than a threat. The partnership between artists and the labels has evolved and endured. As Keith Harris, manager of the great Stevie Wonder, captures it in the report; "There is an invisible line in this business between amateur and professional. Until someone has invested time and money in you, you are on the amateur side of the line. And the truth is, no one is interested in an amateur. They’re interested in a professional".
    At the centre of this positive story, and supporting all that record companies do, is copyright. Record labels’ continued investment in music reflects confidence in the future of the value of copyright. That is why we go to such lengths to ensure that copyright is properly respected and protected.
Which of the following aspects about record companies remains unchanged in the DIY age?
选项 A、Their core mission.
B、The nature of their investment.
C、Their status in the entertaining industry.
D、The forms of their cooperation with artists
答案A
解析 第一段第三句指出，唱片公司的核心业务是投资艺人，将他们推向广大观／听众；尽管投资性质发生了变化，但投资的重要性却一如从前。第二段指出：在这个DIY时代，唱片公司就自己的核心业务拒绝妥协。可见，唱片公司的核心业务并没有改变，依然是投资艺人，开发新项目，[A]选项正确。
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