The Pavarotti Effect
Case: In 1989 DNRCO started arranging own projects, and in the beginning of the 90’ties the ’three-tenor’ effect hit Europe and in 1992 DNRCO was offered to be arranger of the concert with Luciano Paverotti in Copenhagen (Concert was arranged in 1991 but Pavarotti cancelled). This introduced the ’megaconcert’- concept, which financially boosted the turnover of the orchestra
dramatically. This concert was followed by similar projects (Domingo in 1993 in the city stadium) but the Pavarotti-concert was the first real mega-event in this area and the effect is very visible in both the financial profile (turnover, on earned income and ticket-sales) and the press-response (measured as total linemillimetres).
There are two interesting lessons to be learned from this period.

ICMM Report by Bent-Erik Rasmussen

Music and Dance on Television
The new media situation is basically driven by the rapid and quite dramatic changes in the media structure - the development of new technology on both production and consumer side combined with the fact that today even national public service broadcasters have to fight for their existence because without a substantial number of viewer share political (and hence economical) support disappears.
The following analysis does not offer easy solutions to this situation, but it might offer some clarity as to the structure of our market situation, as to the current tendencies in programme production, as
to the production companies profiles and focus - and as to the problem areas that prevent us from getting the utmost out of the substantial amount of resources invested in this programme area.

ICMM Report by Bent-Erik Rasmussen

International marketing. Case: Classical concerts
On the background of a brief history of classical music industry viewed as a commercial industry the concert is analysed in relation to the consumer-market. The macro developments in music industry historically een is outlined and the analysis shows that the classical concert can be defined as a product and a definition is presented. The analysis also defines the elements that defines the quality elements of a concert as a product.

ICMM Report by Bent-Erik Rasmussen

International Logisticts
This report audits the current situation within exchange of classical music programmes in the Radio and TV Industry. It analyses this activity in the framework of the European Broadcasting Union, EBU, the largest professional association of national broadcasters in the world. EBU merged with the OIRT - the former union of eastern European broadcasters - in 1993, and now has a total of 68 active members in 49 countries (Europe from east to west, North Africa, and the Middle East). The Union also has 49 associate members in 30 countries further afield.
The exchange of music programmes is a success within the radio community - but not among TV stations. The report shows why.

ICMM Report by Bent-Erik Rasmussen

International Marketing
The subject of the following analysis is the classical concert viewed from a commercial viewpoint as a product to be sold and consumed. The analysis raises two main questions. First part of the analysis focuses on establishing an understanding of the classical concert as a ‘product’ parallel to all other products - which means it can be the object for effective and intelligent marketing. Second part of the analysis focuses on the process of concert-production in order to try to identify potential add-value areas in this process in order to develop the product

ICMM Report by Bent-Erik Rasmussen