- Docente: Luca Bersaglia
- Crediti formativi: 3
- Lingua di insegnamento: Inglese
- Moduli: Luca Bersaglia (Modulo 1) Luca Bersaglia (Modulo 2)
- Modalità didattica: Convenzionale - Lezioni in presenza (Modulo 1) Convenzionale - Lezioni in presenza (Modulo 2)
- Campus: Bologna
- Corso: Laurea Magistrale in Innovation and organization of culture and the arts (cod. 0902)
Conoscenze e abilità da conseguire
The student is expected to understanding the functions and processes of transformations within the recording industry and the innovations connected to new ditigal technologies applied to creative industries.
Contenuti
Session 1: Tuesday 22 September (11-14) – Aula 32
Changes in the Media Arena / A short story of the music industry
- Course Presentation and Introduction
- What drives change in the Media Arena?
- How is today’s media value chain different?
- The Media Value Chain versus Media 2.0 Value Chain
- The impact of these changes on different media
- Recorded Music Industry: introduction
o Industry timeline
o Market size
o The Value Chain of Music Industry: Key Actors
- Case Study Introduction. Spotify: disrupting the music industry
o Streaming: key concepts
o Streaming: misconceptions
Discussion
Teaching material:
Case Study: “Spotify: Face the Music (Update 2019)” (Govert Vroom, Isaac Sastre Boquet, IESE Business School, 2019).
Session 2: Thursday 24 September (11-14) – Aula 32
Spotify: Disrupting the music industry
- The Value Chain of Music Industry
- Spotify’s success and competition
- Spotify’s Business Model
- Spotify’s Future
Group Discussion
Teaching material:
Case Study: “Spotify: Face the Music (Update 2019)” (Govert Vroom, Isaac Sastre Boquet, IESE Business School, 2019).
Session 3: Tuesday 29 September (11-14) – Aula 32
Recording Companies: re-inventing themselves in the new world
- Introduction: the effect of COVID-19 on the music industry
- Guest: Daniele De Martini (CFO and HR Director – Universal Music Group Italy)
o The evolution of the music market in Italy
o The evolution of record companies
Session 4: Thursday 1 October (11-14) – Aula 32
The Economics of Live Music
- Live Entertainment: how it works and who the key players are
- Pricing and Distribution
- Secondary markets
- A more and more concentrated market
Group Discussion
Teaching material:
Case Study: “Live Nation: The Master of Live Music” (Eric Viardot, EADA Business School, 2018).
Session 5: Tuesday 6 October (11-14) – Aula 32
Changes in the Video Industry
- Introduction: From television to total video
- Evolution of a business model: Netflix, disrupting digital streaming (Part 1)
Group Discussion
Teaching material:
Case Study: “Netflix: Disrupting Digital Streaming” (Siddarth Rawat, Essec Business School, 2017).
Session 6: Thursday 8 October (11-14) – Aula 32
Going direct-to-consumer: the new race for the gold?
- Evolution of a business model: Netflix, disrupting digital streaming (Part 2)
- Streaming Wars: Netflix Vs Disney
Group Discussion
Teaching material:
Case Study “Disney enters streaming space: can it disrupt the disruptor?” (Syeda Maseeha Oumer and Dwebapratim Purkayastha, IBS Center for Management Research, 2019).
Case Study “The Video Streaming Wars in 2019: Can Disney catch Netflix?” (Anita Elberse, Monica Cody, Harvard Business School)
Session 7: Tuesday 20 October (11-14) – Aula 31
From Television to Total Video
- New Opportunities for traditional broadcasters: entering the OTT world
- Case History: “DPlay Plus: the Discovery Way to SVOD” with Francesca Tognetti (Digital Content Lead Executive, Discovery Italia)
Group Discussion
Session 8: Thursday 22 October (11-14) – Aula 32
Tech Companies becoming content giants
- Why do tech companies invest in content?
- How are the business models of tech companies changing?
- Are tech companies a serious threats for first movers (Netflix, Spotify….)?
Group Discussion
Teaching material:
Case Study “Can Apple Storm the Video Streaming Space” (Garima Ratna, Amity Research Centers Headquarters, 2018).
Case Study “Apple and the Music Industry” (Ken Mark, Ivey Business School, 2020).
- Wrap up and Conclusions: takeaways from this course
Testi/Bibliografia
Documentaries
- The Defiant Ones (Netflix)
- Quincy (Netflix)
- FYRE: The Greatest Party That Never Happened (Netflix)
Podcasts
- Business Wars: Netflix vs Blockbuster
Books
- Alan B. Krueger, “Rockonomics: What the Music Industry Can Teach Us About Economics (and Our Future)” (John Murray Hachette)
- Patrik Wikström, “The Music Industry” (Polity)
- Donald S. Passman, “All you need to know about the music industry” (Simon & Schuster)
- Maria Eriksson, Rasmus Fleischer, Anna Johansson, Pelle Snickars, Patrick Vonderau, “Spotify Teardown” (The MIT Press)
- Ramon Lobato, “Netflix Nations: The Geography of Digital Distribution” (NYU Press)
- Reed Hastings, Erin Meyer, “No Rules Rules: Netflix and the Culture of Reinvention” (Penguin)
Orario di ricevimento
Consulta il sito web di Luca Bersaglia