《音乐产业导论》第一课章节梗概&批注

Lesson 1: The Music Industry

翻译&笔记：

Part 1: @Oriana

Part 2: @Super慢

Part 3: @JoJo Liu

Part 4: @Jaylley

Recap: @SERENITY

1.Music Industry History: 1900-1950

第一节主要讲了音乐产业的崛起以及发展。

音乐产业兴起的100余年中，技术或呈现的形态与渠道不断地更迭，但音乐产业从未终止。

从最初的1890年代，人们除了可以欣赏现场的歌唱表演外，还可以去音乐商店购买曲谱回家自行弹奏，发行商应运而生，例如 Shapiro Bernstein&Co 和 Mills Music.

20世纪初新兴的音乐产品开始流行，自动钢琴卷成为第一种音乐机械复制品

（钢琴卷原理- 演奏器用打孔纸卷（打孔位置与钢琴谱相符）操纵；用足踏风箱鼓风，风通过纸卷缓缓转动的纸卷上的孔位，驱动机械连动相应的“木手指”击琴键奏出音乐。此后又有设计将外附的演奏器直接装置于钢琴内部，并可控制速度、力度、踏板等。）

直至30年代由于无线电及唱机的兴起，才渐被淘汰。

而在大萧条时期，无线电引入现场乐团表演，促进了唱片明星的诞生。

战后受过无线电流行乐熏陶的退役士兵想要学习吉他，萨克斯和现代音乐，但当时正规的音乐学院只教授古典乐。于是在1945年，Lawrence Berk 创办了施林格音乐大厦，教育爵士乐，摇滚乐和其他在别的院校无法学习到的课程。（扩建后Lawrence以他的儿子Lee- Berk将学校的名字改为Berklee 伯克利音乐学院 ）

Quiz 相关段落

1 …Shortly after the turn of the century, a new type of product, a new configuration of music, of songs, the piano roll, the first mechanical reproduction of a song.The piano roll was the first mechanical reproduction to become popular…

2 ….We came to the 1930s and the Great Depression. Decimated the music business….

3 …But in the 1930's radio stations and radio networks decided to bring bands in.The bands couldn't work on the road, so they brought them into the studios.And they let them play their music in the studios…

4 …The first popular records were really recorded by black female blues singers.Mamie Smith, Ethel Waters, in the early '20s became mega recording stars as a result of them selling records in the '20s…

by @DK：

在课程最开始的引子中，John 教授强调了一个观念：

播放演奏音乐必须付费（Every time the music gets played, somebody gets paid.）

而怎样为内容的生产者和消费者间构建出一个商业模式？这既是音乐产业的基础，也是音乐产业需要研究的问题。

John 教授强调的另外一件事就是，音乐产业一直在发展。即便是互联网上盗版肆虐的当下，音乐产业也一直在发展，而不会消亡。以往每次有新技术应用在音乐产业中（自动钢琴、广播电台、电视等），都会有人论断音乐产业将要消亡，但实际情况是，人们总能在新的音乐传播方式中，寻找到新的音乐商业模式，而音乐产业无一例外地在新技术的推动下，得到了更大的发展。

还有一个有意思的点是，二战中美国流行音乐（主要是爵士乐）随着美国军队传遍了世界（主要是欧洲），自此美国也摆脱了那种「欧洲音乐追随者」的地位，成为了引领世界流行音乐的老大。

2. Music Industry History: 1950-2000

第一阶段：引出20世纪中唱片产业开始革新，介绍了两个人。

Technological innovation and entrepreneurship were crucial to the development of the music industry in the early part of the 20th century.

技术革新和企业家对20世纪早期的音乐产业的发展起着决定性的作用。

But by mid-century, there were on a number of new innovations and entrepreneurs who wanted to participate in the further development, particularly in the record industry.

但是到了20世纪中期，一些新型的革新和创业者想要进入音乐产业，特别是唱片产业。

One was Ahmet Ertegun, the son of a Turkish immigrant. He loved black music. He loved blues. He loved what was happening on the jazz scene, a danceable form of the blues called the jump blues.

Ahmet Ertegun 是一位土耳其移民的儿子。他喜爱黑人音乐，蓝调。还喜欢节奏布鲁斯带来的气氛，这种音乐很适合跳舞。

He started to record company in New York with a partner called Atlantic Records.

他和 Atlantic Records 在纽约共同建立了一家唱片公司。

And he was a part of a new wave of music called R&B or rhythm and blues.

He wasn't the only one.

他是开创R&B（rhythm and blues）这种新音乐浪潮的其中一员。

The same thing was happening on the West Coast with Art Rupe, who was the owner of Specialty Records. And that was a company that recorded great blues and R&B singers from the birthplace of popular music--New Orleans, Louisiana.

在美国西海岸Art Rupe做着同样的事情，他是Specialty Records公司的所有者。这是一家记录来自流行音乐诞生地路易斯安那州新奥尔良的杰出的R&B和蓝调歌手歌声的唱片公司。

第二阶段：电视的出现改变了无线电广播，自动电唱机出现带来了唱片行业的蓬勃发展

You had technological advancement in television, the development of television, in the 1950s and its impact on radio.

20世纪50年代电视的发展和技术进步也影响了无线电广播。

Radio in the early part of the century from the start of radio really had what were called serial dramatic series, where you had voice actors who would come in and act the parts out on radio.

广播在20世纪早期就已经有了所谓的连载广播喜剧，可以听到演员在广播里用声音表演广播剧。

Well, the radio station owners and all of the people that participated in that process were concerned when television came in, because they thought that type of programming would transfer over to TV. And in fact, it did.

当电视时代到来时，广播业的从业者开始担心广播节目会转移到电视上。事实上也确实如此。

And it really left a void in the radio market, which was filled by radio stations playing records to a greater degree than ever. And of course, that led to some people being disgruntled as well.

这确实给广播市场留下了一个缺口，这个缺口可以让广播站用更大的篇幅来播放唱片。当然，这么做也引起了一些人的不满。

They thought that the playing of records and replacing the serial dramatic series didn't have the same kind of quality as they did the serial radio programs.

他们认为唱片的播放效果不如连续剧。

Juke boxes--a brand new technological invention in the early '50s, latter part of the '40s and '50s--changed the music industry as well.

自动点唱机，一个五十年代早期的全新发明改变了音乐行业。

It enabled people to go into a restaurant, to a drug store, put a coin in the machine, and play any record that they wanted. Well, that was a little disturbing to a number of people.

人们可以在饭店或者药店的点唱机里投硬币，然后这个机器就会播放他们想要听到的唱片。这对一些人来说也是一种困扰。

Live musicians felt that they were displaced, because instead of bringing bands into clubs, a club could even have a juke box. And it could displace them.

演奏家们认为他们的工作被取代了，因为俱乐部里有了自动电唱机就不需要请乐队去club演奏了。

You also had record companies that felt if people could go out and have the records they want to have played at any time, maybe that would cut down on their record sales.

唱片公司会认为如果人们在想听唱片的时候随时可以听唱片的话，这或许会消减他们的唱片销量。

Well, that didn't prove to be the case after all, because bubbling underneath of all of this was a new form of music.

然而事情并不是他们所想象的那样，因为隐藏在泡沫之下的是一种新型的音乐形式。

第三阶段：新型音乐的发展背景和唱片公司发展进程

And certain cultural shifts, as you had baby boomers of teenagers are born to soldiers who came back from the war, who were coming of age in the mid '50s and had a lot of discretionary income and really bought into this new form of music, which was based on blues, gospel, pop music, and R&B music--rock and roll, which exploded.

文化正发生着改变，二战后返乡的士兵们带来了生育高峰，而当这些婴儿在50年代中期进入青春期时，他们开始把手里的钱花费到这种新的音乐形式上，以布鲁斯、辅音歌曲、流行音乐和 R&B 为基础发展而成的风格——摇滚乐，造就了摇滚乐的爆发。

The music industry exploded, particularly the recording industry, which went from a total of $200 million in income in 1954 to over $604 million in 1958. During that four-year period, you had that great growth.

音乐行业迎来了爆发，特别是在唱片领域，整个行业的收入从1954年的2亿美元增加到1958年的6亿4百万美元。

The spirit of entrepreneurship continued to grow, even with some of the artists during this period.

音乐行业的创业精神还在不断的发展，甚至包括一些这个时期的一些艺术家。

 Sam Cooke, a pop singer as well as an R&B singer, started his own record company.

He started his own publishing company.

Sam Cooke是一个流行歌手也是一位R&B歌手，他建立了自己的唱片公司和发行公司。

And the great Ray Charles in renegotiating his contract with Atlantic Records decided to leave that company and go with ABC Records, because ABC Records allowed him to own his own master recordings.

伟大的Ray Charles 在跟Atlantic Records协商后决定离开这家公司，转奔ABC Records， 因为ABC Records 允许他可以自己拥有自己录制作品的相关权利。

So the start of entrepreneurship continued to grow over that period. Other creative talents also became interested in becoming entrepreneurs in the record industry.

这些创新让音乐产业继续蓬勃发展，一些活跃的天才也对这个行业感兴趣并且创业与唱片产业。

A young songwriter from Detroit, Michigan, Berry Gordy, had written a couple of songs, a couple of hits as a matter of fact, for a great R&B artist at the time, Jackie Wilson.

一位年轻的来自密歇根底特律的创作人 Berry Gordy 给当时杰出的R&B歌手Jackie Wilson写过几首热门歌曲。

He eventually decided to start his own record company in Detroit called Motown Records, which went on to become world-renowned and inspire other creative talents to start their own labels.

他最终决定自己在底特律建立一家叫做Motown Records的唱片公司，这家公司变得全球闻名同时也激励了其他一些有才华的人创立他们的自己的厂牌。

One of those other talents was Herb Alpert, who as a band leader and a trumpeter had tremendous hits with his band Tijuana Brass.

其中一个有才华的人是Herb Alpert，他是Tijuana  Brass乐队的队长兼鼓手，拥有多首热门歌曲。

And he decided to partner with a great record man named Jerry Moss to start and A&M Records in the middle of the '60s.

上个世纪60年代，他决定和著名的录音师Jerry Moss创立一家公司，名叫 A&M Records。

The explosion of R&B, rock and roll, and soul music led to the British invasion in the mid '60s.

R&B，摇滚乐，灵魂乐的蓬勃发展引发了60年代中期的「英伦入侵」。

And the Beatles, who grew up in England hearing the great blues music and also the great Motown hits, put their own spin on it and came to America and created a phenomenon like none other.

披头士乐队在英格兰长大耳濡目染着蓝调音乐和 Motown 的热门歌曲，同时加入了他们自己的想法，来到美国之后他们创造了一种前所未有的现象。

The sale of records exploded.

唱片销量暴涨

第四阶段：唱片行业的发展进程，Disco音乐的崛起和衰落

At that time 45s and singles on 45s--two-sided, one song on each side--were the predominant sales configuration. 当时唱片市场的销售主力是 45转唱片（正反面各一首歌）

Albums, which really started in the 1950s, also were starting to gain some traction.

专辑真正开始于上个世纪50年代。

And as the development of rock music and the growth of R&B music continued into the '70s, albums started to really take off and become very, very popular.

随着70年代摇滚乐和R&B的发展，专辑开始变得非常流行。

Also during this period in the 1960s, you had the development of reel-to-reel audiotape and cassette tape, which kind of changed the game.

在上个世纪60年代，卡带的出现改变了游戏规则。

It enabled people to take the music from the vinyl records and transfer it to this type of configuration, to the audio tape configuration.

它让人们从黑胶唱片配置过渡到卡带配置。

It created great problems.

People felt that they could create their own-- and didn't feel.

They actually did create their own playlists.

And also, they were able to make copies like never before to share with their friends.

And that became a big concern to the record industry.

这产生了巨大的问题。人们可以创建自己的播放列表，他们可以进行复制和分享，这种现象让人担忧起唱片行业。

As we moved into the '70s and '80s, a number of other things started to happen, other technological advancements.

上个世纪七八十年代，技术又得到了进步。

Disco music in the mid '70s led to an entire new wave of entrepreneurs entering the business, starting their own production companies and labels, selling 12-inch singles to the masses and to the clubs.

The disco clubs played these singles nonstop all night.

But just as disco music hit its peak in the mid '70s, and in '78 or '79, almost just as fast as its meteoric rise, it was over. Disco was a dead.

70年代Disco音乐引领了一波全新的浪潮，创立公司和厂牌，销售12-英寸唱片给民众和俱乐部。俱乐部可以连续播放一整晚。Disco音乐的顶峰是在上个世纪70年，到了78或79年，其迅速衰落，Disco音乐已死。

A Chicago radio station had a party at a Chicago Cubs game where they burned disco records.

And just as fast and at the rapid ascent that disco music made in the mid '70s, it had just as fast of a death.

And once again, the naysayers said the music industry was dead. 

一个芝加哥的广播站举行了烧毁 Disco 唱片的活动。就像70年代迅速的上升一样，它也遭受着快速的衰落。这是唱反调的人就会说，音乐行业已死。

But the fact of the matter is that the 1980s brought about more innovation that created a brand new market for the music industry.

但是80年代一些事情给音乐产业带来了全新的革命。

第五阶段：CD的发展对音乐行业的影响

Sony released the first portable cassette player--the Walkman--in the early part of the '80s.

上个世纪80年代，索尼发布了便携式随身听。

And it transformed the industry.

That was the first--well, really not the first, because you had transistor radios back in the

1950s, which kind of transformed the industry as well.

But in the 1980s, the Walkman, the personal cassette player, enabled people to carry their playlist in their pockets and listen to whatever music they wanted to listen to.

80年代随身听让人们可以随身携带一个播放器，播放他们想听的音乐。

It transformed the industry.

And it gave it the kind of boost that it needed to try to build itself again.

这改变了整个行业，给了音乐行业一个良性的推动，让整个行业能够完善自己。

And then in 1981 and 1982, MTV, a brand new music television network, emerged and created the music video market, which spawned great hits over the 1980s and also created great artists and changed the industry in a great way.

Of course, you can't ignore the impact of the great Michael Jackson and his Thriller album, which also provided a boost.

1981和1982年，一个全新的音乐电视台 MTV横空出世，并创造了音乐录影带市场，产生了巨大的反响并且催生了一些艺术家并且促进了行业发展。当然，你不能忽视MJ和他的 Thriller专辑。

You had another technological development--the CD--that came in in the early part of the '80s.And a lot of people, including me, really had questions about how effective the CD would be and how it would really catch on. After all, the CD cost three times the cost of a vinyl record and a cassette.

80年代初，CD被发明出来。大部分人质疑CD的用处和它怎么真正流行起来。毕竟CD的成本是黑胶唱片的三倍。

And when I first heard about it, I said, I would never buy any product that I would have to pay triple the price for.

I could get three cassettes for the price of a CD.

It can't sound that good.

Well, the marketing people saw differently.

And they really promoted the CD as one having superior digital sound and also being indestructible.

And I remember the first time really hearing a CD at my cousin's house in his basement.

And it was a Michael Jackson album.

And as I closed my eyes and listened to the music, it was as if I was in the studio with Michael.

And that's what really changed it for me.

I could really see the future and really see that CDs would evolve and be the next evolution of the music business.

当我第一次听CD的时候，我说我不会在买这个比磁带贵三倍的东西。他听起来不那么美好，但是推销者不这么看。他们提出CD音色出众，且数字信号并且是不会被破坏的。我第一次听CD是MJ的专辑。当我闭上眼睛听音乐的时候，就好像我在MJ的工作室一样。这彻底的改变了我，我可以的确切的看到CD可以推动音乐产业的下一次进化。

Now, around that same time in the '70s and '80s, as albums became very popular and sold in great numbers on both cassette and in vinyl, as this new configuration of CDs started to take off in the '80s, major corporations really took an interest in small independent labels.

与此同时在70，80年代，当专辑在卡带和黑胶唱片都销售的很好的时候，CD在80年代崛起，大公司们把注意力开始放在一些小的独立厂牌上。

They really saw the value of music and selling recordings.

The investment was much lower than making a film.

And the return could be much greater, because you can invest in many more artists than you could in one film.

So the risk was lessened.

我确实看到了音乐和销售唱片的价值。销售唱片的投资比拍电影要少得多并且回报或许电影更好，因为在投资一部电影的过程中你会给更多的艺人投资，所以做音乐的风险是会相对要小的。

In addition, during that time period, the accounting practices of many of the independent labels experienced a change.

They became more reliable and more verifiable.

And so the corporations really felt that this was an industry that was poised for a major corporate investment.

And that's what the industry did.

另外，在那段时间，一些独立厂牌的财务运营在经历着一样改变，变得更加可靠且可考。于是，公司认为这是一个大公司可以投资的行业。

In the 1990s, CD sales took off, as many people tried to replace their vinyl and cassette collections with the same records, this time on CDs.

90年代，CD销售量飞速增长，许多人想把他们的黑胶唱片和磁带替换成CD。

The growth of CD sales in the 1990s was remarkable.

And as a result, record companies and publishing companies became very valuable commodities.

And major corporation started investing in a big way.

And as the '90s when on, many of these corporations started to merge as well.

But there were other things happening in the music industry at that time, as the record companies became flush with cash from selling these CDs.

90年代CD销量的增长是显著的。唱片公司和发行公司变成了非常有价值的商品。大公司开始进行大规模的投资。 90年代，这些公司开始合并。但是在这段期间，在唱片公司通过卖CD获取大量收益时，另一些事情发生了。

The record companies many times became bloated with employees.

They started signing too many acts.

The quality of the acts might not have been at the level that they should have been to appeal to the public.

During that time, some people would say that record companies got so greedy by the end of the 20th century that they stopped releasing singles.

And if you really wanted that one track, that single that you really loved, you had to buy the entire CD.

Truly, the record companies felt that the good times would never end.

But they'd soon find out otherwise.

唱片公司对待雇员开始变得浮躁，他们签订过量的演出。这些演出的质量或许还不倒能够感染观众的程度。在那段时间，一些人说唱片公司太贪婪，停止发行单曲。如果你想听一首单曲的话，你就必须要买整张唱片。唱片公司认为好时光不会过去，但是他们很快发现他们错了。

by @DK：

1950 - 2000 音乐产业发展极快，出现了新的技术和商业模式，也催生了许多新风格。大部分流行音乐风格（摇滚、R&B、电子、嘻哈、Newage 等）都形成于这个时期。与此同时，随着全球化进程的推进和传媒体系的发展，出现了猫王、MJ、麦当娜之类的全球性的偶像，流行音乐在社会中扮演着越来越重要的位置。

文中提到的开创了 R&B 的 Ahmet Ertegun ，以及他的大西洋唱片与灵魂歌王 Ray Charles 以及 ABC 唱片公司的纠葛，可以去看 2003 年的奥斯卡获奖影片《Ray》，也是 Ray Charles 的自传式电影

此外提到的 Motown 唱片是传奇式的黑人唱片公司，他们真正地把黑人音乐推向了主流白人市场，并且在艺术和商业上都获得了巨大的成功。旗下的著名歌手包括 Michael Jackson, Stevie Wonder, Diana Ross, Lionel Richie 等。2004年奥斯卡获奖影片《Dreamgirls》就是以 Motown 的发展作为背景，而 Beyonce 扮演的角色的原型就是 Diana Ross。

A&M 唱片也是另外一家著名唱片公司，旗下艺人包括 Quincy Jones, Sex Pistols, The Police, Janet Jackson 等。A&M 和 Motown 目前都在环球唱片旗下

3. Music Industry History: Napster and Beyond

唱片的销量在1999年达到140亿美元的顶峰，直到Napster(一款能在网络中下载自己想要的MP3文件的软件）的非法点对点文件分享（p2p）使得其销量一落千丈

点对点音乐共享对音乐产业造成的破坏直到乔布斯推出iTunes，一种在线获得和购买音乐的新方法，才宣告终结。同时推出的还有能让人们把音乐随身携带的硬件—iPod和Shuffle

与此同时，卫星电台使人们在车里就能收到电台信号，并通过支付月费的形式听到无限制的音乐。另一种新型的科技——网络广播为人们提供两种等级的服务，在网站注册免费听歌或每月缴纳额外费用从而免除歌曲之间的广告。最终，唱片行业联合起来把Napster挤出了行业。正如David Bowie等艺术家们预言的那样，人们不一定拥有音乐，却可以无限制地接触到音乐。

而像Spotify和Rhapsody之类的服务大大扩展了网络与移动流媒体服务市场。Spotify与各大品牌协商获得使用各类音乐的权利；艺术家们思考着这些服务带来的结果；政府也通过强制许可证之类的方法支持这些公司

之后数字科技的发展又带来了巨大的机遇。伯克利的校友Derek Sivers创建了提供数字化音乐租赁的公司，另一名校友Panos Panay创建了虚拟人才机构及经纪公司；Facebook、Twitter之类的社交网络以及其他一些网站和应用都协助开发了一个全新的巨大市场

现场表演市场及其带来的收益也在增长。音乐节越来越多；俱乐部现场表演也遍布全国各地。但是我们面临的问题是：表演家们在多大程度上能从这些资源中获得收益？而那些刚从俱乐部起步的表演者又该怎么办？

另一个值得思考的问题是词曲作家在这个产业中的巨大变化中又占有怎样的地位？

同时，还有许多的艺人以广告代言的方式获得上百万的报酬

在这个音乐产业中有着无限的机会和可能性。而你又在其中扮演怎样的角色呢？在这个新兴的数字时代，你又有着怎样的目标？

by @DK：

不知道各位同学是否还记得 21世纪的前几年，那是全球唱片产业快速崩塌的年代，我至今记忆犹新。网络上的资源在爆炸式地增长，没有人再去在意音乐、再去购买唱片。再然后，就是音乐产业痛苦的转型，大家都是亲历者。

4. Today’s Music Business Structure

实体到数字的模式转移对主要唱片公司产生了巨大的影响，从八九十年代的6家，到如今只剩下3家:索尼音乐娱乐，环球音乐集团和华纳音乐集团。与传统唱片公司不同，他们今时今日已成为一种综合性的大企业，通过不同平台生产、营销和发行音乐，现今多达85~90%的唱片由这些公司来运营，他们不再过多参与内容的创造，而是交给其子公司或子品牌来完成。

许多艺人向往签约大唱片公司，因为能得到更多的机会 。大唱片公司有一整套完善的营销和推广计划及多种推广渠道，例如杂志、网络粉丝俱乐部、电台和电视访谈等，这些都需要投入大量资金。他们也有成熟的机制，可以在特定的日子里，发动其所有的资源在全国或国际范围内推广一张唱片。

有一个趋势是，独立厂牌开始自行建立市场，并交由大唱片公司独家发行。例如Big Machine 的Taylor Swift,  Glass Note的Mumford and Sons, Beggars Group的Adele等。 

回看历史，从50到70年代， 大多数艺人无法承担录音室、乐手、后期制作和生产唱片的费用，必须依赖于唱片公司的发行渠道，很大程度上受到限制。

最近四五十年情况开始有变化，有赖于新技术的发展，音乐制作的成本大大降低，例如Stevie Wonder作为先行者利用合成器完成了所有乐器的 伴奏，这意味着艺人可以脱离唱片公司自行制作唱片，并在社交媒体上做初步的传播。然而，要往更高层次发展，光靠艺人的DIY精神远远不够。创意和推广是完全不同的范畴，艺人可以专注于前者，后者需要专业的团队进行管理，他们可以帮助艺人寻找商业伙伴，利用新技术和社交媒体等手段更好地运营艺人的事业，这种合作称之为DIO (Do it ourselves)，于是为音乐产业带来众多机会。

by @DK：

音乐产业发展广阔，尤其是在扛过了全球唱片销量连跌12年的当下。目前互联网正在历经一波新的创业热潮，北京 TMT 行业三十岁以下工作五年以上英语过四级的人基本上都创业或者正在准备创业了。但音乐行业的新模式、新公司涌现得并不多。这正常，因为音乐产业的业务链条还没有理顺，或者说，还没有建立起有效的传递价值的新模式。

5.Recap

In lesson one, we talked about my theory that every time the music gets played, somebody gets paid.

在第一课时我们讨论了一个基础理论：音乐背后的利益关系。

Every time the music gets played, somebody gets paid.

在音乐被呈现的同时，总有人从中得到酬劳。

And I say that if you're an artist, songwriter, or producer, or even a record company owner, you should get paid and now played. 

具体地讲，无论你是表演者，作曲者，制作人，或甚至是唱片公司老板，你都会得到相应的报酬。

And what do I mean by that? Everyone should be fairly compensated either for their investment of time, money, and talent.

我的意思是：每个人投入的时间、金钱，每个人的才能都会为他们获取相应的回报。

And as we move into this new paradigm, in this new digital age, that's going to become even more important.

而当我们迈入了数字化的全新模式，这个概念便变得尤为重要。

I say that there are three big Ps, three big principles for success in today's music industry.

我认为当今音乐产业的成功可以归功于3P理论（……）

Powerful product, proper perspective, and we also talked about professional attitude.

即：优秀的作品，合理的判断和视角，以及专业的态度

Powerful product, it could be an audio recording, a video recording, an app or a website that provides valuable services to help artist achieve their goals of becoming successful.

优秀的作品可以是一段音频，一段视频，一款软件或者一个网站。无论哪种形式都为人们达成目标提供了有力的辅佐。

You need to have the proper perspective to know that the asset value in those creations that you come up with grow over time.

合理的预期会让你意识到这些作品会随着时间增长不断体现其价值。

Professional attitude is the third big P, which is very, very important. You need to try to understand the business, learn more.

第三个P概念，即专业的态度是尤为重要的，你需要获得更多知识去了解音乐产业。

You're doing that by taking this course, but you also need to have respect for every one that you meet in the business.

你可以从这门课程中获得其中部分知识，但同时你也应该尝试从其他音乐人身上得到启发。

Because you never know who you're going to meet going up and coming down.

因为音乐产业是难以准确预测的。

The music business is a blend of art and commerce that evolves over time with technological advancement and the spirit and the determination of entrepreneurs.

它是艺术和商业的产物，随着技术发展以及人类思想境界的改变不断进步。

The music industry has constantly reinvented itself or in it's over 100 year history, and we talked about the cyclical nature of the music business.

音乐产业在逾百年历史中循环经历着没落与辉煌的时期，而这正是我们要讨论的一个特点。

How things have gone up and down, and there's been many times that people said the music industry is dead, and that hasn't proved to be the case.

在辉煌与没落不断交替中，人们数次悲观地对音乐产业放弃希望，但事实证明它并未消亡。

The digital revolution is the latest paradigm shift.

数字化的改革正是最近的一次转变。

And although major labels in the 1990s went from six, into the turn of the century and to currently, only three major labels, they're still great opportunity in the future as we move toward a streaming and an access based industry.

1990年代的六大唱片公司如今变为全球三大唱片公司

（原为：环球国际、华纳唱片、EMI百代、BMG博德曼、SONY唱片、PolyGram宝丽金唱片; 1999年宝丽金被环球收购；2008年BMG与SONY合并；2011年EMI被环球收购－2013年EMI旗下维京唱片Virgin Classics被华纳收购）

There's been one constant in this cyclical nature of the music industry, and it's an instrument.

在音乐产业的沉浮中，有一样是不变的。

And not a musical instrument, but a document.

那并不是乐器，而是一份文件：

The exclusive recording artist agreement that provides the basis upon which the music industry is built, and that's what we're going to talk about in lesson two.

独家唱片协议为当今的音乐产业奠定了基础，我们第二节课会着重讨论。

by @DK：

音乐产业中的 3P（-_-）理论，John 在课程引言中就着重强调过。

Powerful Product：优秀的作品很好理解，可以是歌、演唱会、优秀的演奏家等等，也就是我们通常意义上指的「优质内容」

Proper Perspective：合理的预期。从业者对产业的运转要有清晰的认识，很多时候名声和财富并不相等，一夜成名不等于一夜暴富。音乐产业的业务链条非常长。

Professional Attitude：专业的态度，了解音乐产业中的相关专业内容，比如版权、法律、相关规定，以及对所有从业者的尊重