Get to The 2019 NAMM Show a day early for this brand-new, future-forward NAMM U education experience. The Retail Innovation Summit is an all-day workshop to immerse you into the latest trends, innovations and strategies to transform your music retail business and amplify your success. It’s also designed to get everyone in your organization thinking bigger and more strategically.
[European Agenda for Music]
“Music gives a soul to the universe, wings to the mind, flight to the imagination and life to everything.” — Plato
Plurality and unity may seem like opposite ends of a spectrum, but this odd little oxymoron is as old as life itself. Consider the human body, with its symphony of constituent parts acting and contributing to a whole. Each organic player rhythmically pulses in a brilliant polyphony, distinct yet united behind a common goal. The Ancient Greek philosopher Plato extended this phenomenon from the personal to the nation-state. As each social actor evolves and interacts, the body politic ages and innovates, reflecting the soul writ large.
In the modern day, the European Union embodies this political phenomenon. A united Europe pursues commonly held democratic ideals and institutions, through the EU parliament and the continent’s various transnational committees and NGOs. Music, Plato’s favorite art form, embodies this mixture of Western tradition and diversity. It is a universal language, which simultaneously transcends and bonds the winds of change to give the very universe its soul.
To this end, the European Music Council works to preserve this critically important sector. Understanding the need to convert esotericism into action, the European Music Council looked to establish an effective strategy for translating this philosophical discussion into hard public-policy.
European Agenda for Music
For the first time, every sector of the music industry came together in an endeavor to craft a policy piece. This continent-wide consultation yielded European Agenda for Music (EAM). Aspirational, yet practical, EAM brought a myriad of voices to sing as one and proclaim the value of the music industry to lawmakers. Strikingly, this advocacy tool delineated music as a right for each citizen.
Through this ambitious manifesto, EAM hopes to realize the democratization of music for all citizens. Much more than a simple policy document, EAM synthesizes knowledge across industries, regions and cultures.
EAM sought dialogue between policymakers and the entirety of the music sector’s stakeholders, ranging from schoolchildren to amateurs to working professionals. In pursuit of mutual understanding, EAM searched for the means to ensure the coexistence of all musical cultures, networking opportunities and initiatives to help sustain participation in music across cultural life.
EAM began by establishing seven working groups, comprised of over 70 experts, with specific focuses across the market: education, participation, media, creation, live, production and information/research. Each group met at least once in person and compiled evidence and reports. By analyzing such a wide breadth of music industry segments, EAM hoped boldly to proclaim the needs of this vitally important sector.
The Right to Make Music
EAM defines music as an art form, a product and a tool that unites. This was derived from a set of five essential musical rights developed by International Music Council, the international organization above European Music Council:
- To express themselves musically in all freedom
- To learn musical languages and skills
- To have access to musical involvement through participation, listening, creation and information
- To develop their artistry and communicate through all media with proper facilities at their disposal
- To obtain just recognition and fair remuneration for their work
These rights were developed in pursuit of musician and educator success. With this in mind, EAM turns their focus to actualization across the European market.
Achieving EAM’s Goals
EAM highlights three core areas of focus: education and access, diversity and culture, and economic development. Education serves as the mode of discovery for all ages. These new musicians, in turn, shape society. Finally, the increased number of musicians grows the economic engine of the sector and provides ample fuel for prolonged growth and educational funding. With this circular model, music across Europe brings tangible, sustainable rewards to society at large.
Accessible Music Education
EAM stresses their absolute commitment to music as a cultural force. As such, they believe music ought to be made a compulsory subject for all ages. To fund such efforts, EAM seeks long-term structural funding to outfit music students with instruments and train teachers. In addition to government-led efforts, EAM hopes to partner with various NGOs, local institutions, volunteers and established music professionals. EAM likewise stresses the need for short-term funding. This project-oriented approach would allow for mid-career mentorship for professionals and teachers and further develop the marketplace.
Continent-Wide Cultural Identity
Music serves a dual purpose, increasing both unity and individuality through team-oriented and solitary rehearsal. EAM remarks, “Music participation represents and promotes: diversity, tolerance, equality, freedom and solidarity.” Indeed, the educational benefits of music education go well beyond the subject.
The ability to effectively communicate is undoubtedly among the highest transferable skills. Music is a universal language. Through exposure to its many dialects and flavors, learners engage their entire brain via a fun and rewarding process. This growth in social competence reflects EAM’s desire for a shared cultural vision by way of music. To this end, they seek additional exchange opportunities across countries and cooperation between schools.
Growing the Musical Economy
This educational cooperation has equally significant economic effects. EAM stresses the music sector’s ability to create international trade, jobs and innovation. As it stands, the music products and services industry contributes significantly to the European economy, but EAM envisions a future where profits become more democratized.
EAM suggests the European Union safeguards creators and musicians. By recognizing the value of all contributors and crafting legislation that doesn’t prioritize corporate monopolies, EAM believes lifelong engagement with the music sector would grow in number. This bottom-up approach would enable small businesses and independent performers to thrive. In pursuit of this democratization, the EAM recommends redistribution of profits, an awareness campaign for authors’ and performers’ rights, and collective bargaining for all workers in the music sector.
Beyond investment, EAM aims to use technology to foster innovation, access new audiences and develop partnerships between professionals and non-professionals. Furthermore, they hope to increase interdisciplinarity between music and other sectors such as the social sector, health sector, academia, public libraries and other art forms.
The Next Steps
EAM is a tool by which the sector can bind together to sing loudly with one voice. Music possesses within it an inclusive, engaging and life-changing force for good.
While EAM doesn’t claim to have every answer, the immense power of music holds the potential to unite and heal Europe.
EAM boldly states a strong case for music’s value culturally, educationally and economically. Broad cooperation and input have already allowed EAM to go beyond a political declaration of intent. The EU Commission and EU Parliament have received the work positively. Translation initiatives are popping up throughout Europe and bringing the document to an increasingly broad audience.
EAM has connected the diverse voices of the European music sector and united the industry with a common pulse. If the EU classifies music as a right for every citizen, EAM may have composed Europe’s greatest symphony yet.
Across the Pond
Headquartered in Carlsbad, California, NAMM is an international trade organization, which affords the privilege of learning from other regions of the world. In addition to our members in the US, we urge our European members to make use of this document.
Let’s stand together and advocate for access to music across lifespan, socio-economic spectrum and national borders. With each of us urging public policy on behalf of the industry, music making may indeed become a global right.
Read the full EAM here, and demand action from your legislature.
Internet sales tax collection, new labor laws, the Tax Cuts & Jobs Act … what do they have to do with your music retail business? Everything, in fact. And in 2019, they’re likely to impact you—big time. These new federal and state laws can be complicated and confusing, and ignorance and non-compliance could put your music store in financial peril.
Technology is influencing all aspects of our lives, including the way we conduct business. Are you using technology to your advantage? 2018 Summer NAMM kicks off with a special pre-show reception that addresses this perennial question, courtesy of the NAMM Standards Committee. Join us for free drinks and hors d’oeuvres, and talk shop with fellow NAMM members. Representatives of the NAMM Standards Committee will also be on hand to answer questions about how the NAMM Standards and other technologies can help grow your business. All NAMM members, retailers and exhibitors, are invited! Check out our 'Latest Videos' section to learn how NAMM Standards can help grow your business.
Join the Women’s International Music Network for their annual She Rocks Showcase featuring amazing female talent. It takes place at The Listening Room on June 27 at 8:30 pm. Performers include Youtube superstar Megan Davies, duo Roses & Cigarettes, the Voice’s Gigi Rich and local artist Karina Daza. Only a $5 suggested donation and there’s an amazing raffle with gear from Martin Guitar, Daisy Rock, Sennheiser, Paul Mitchell and more on site. Sponsors include Martin Guitar, Fishman, 108 Rock Star Guitars, Casio, KMC, Sennheiser and Paul Mitchell.
$5 pre sale • $7 door • NAMM badge not required to attend