網際網路與數位音樂對台灣創作樂團之影響

Abstract

近十年來，隨著數位音樂壓縮格式的技術突破與網際網路的普及，使音樂在複製、儲存及傳遞都較過去更為便捷。為了瞭解網際網路與數位音樂對於國內創作樂團可能造成之影響，本研究藉問卷調查以描繪出目前樂團使用網際網路與數位音樂之現況，並以次級資料蒐集及訪談等方式將樂團所受到的影響由網絡、市場與行銷三個構面來探討。 研究結果顯示，利用網路與數位音樂作為發表與宣傳工具之樂團比例相當高，然樂團在數個線上管道中過於偏重音樂網站之使用，因而忽略了其他網路工具之功用，使得線上行銷效果降低。 從網絡面來看，網際網路使創作樂團與樂迷建立了線上網絡關係，加強了樂團與樂迷間之連結，然而線上網絡並未取代傳統兩者間面對面之互動方式，仍有六成五的受訪樂團認為現場演出之交流互動效果最佳。從市場面來看，網路與數位音樂已吸引到七成的受訪樂團使用網路管道呈現作品，而處在網路上數千個音樂創作者當中，樂團必須要善用網路行銷與現場表演等方式才能引起網路聽眾的注意。在行銷方面，線上宣傳效果已受樂團肯定，然而傳統宣傳管道如主辦單位宣傳與口語宣傳等對樂團仍有很大的獲益。而數位音樂之訂價問題，若能尋求出較好的付費機制吸引聽眾願意付費購買，將可使國內音樂創作者得到更大的支持與鼓勵。 針對研究結果，本研究對於國內創作樂團之建議為：善用各項網路工具，以樂團網站為中心整合線上資源，並維持非線上之作品呈現與宣傳管道。另外，可以善用數位音樂分版訂價策略，以建立起國內音樂之數位檔案付費概念。

An unsigned band could hardly have dreamed of getting exposure in the past. However, with the development of digital music in recent years, bands could put their music online and promote themselves on the Internet by means of their official websites or music websites. They have more opportunities to demonstrate their works now a day. Through the Internet, the listeners could download music for free. The websites indeed enable the bands to attract more fans from their online exposure. To identify the impacts of Internet and digital music on Taiwan indie bands and realize how they use Internet music at present, a questionnaire was designed to collect the data. 51 valid questionnaires were collected. Besides, the interviews and subordination data were employed to analyze how indie bands influenced by Internet and online music. The description statistic method was applied to analyze the questionnaires. After that, interviews, questionnaires and subordination data were discussed in network, market, and promotion respects. The results indicated that 68.6% respondents had put the their music online and 72.5% use music websites to promote themselves. However, disregard of other online tools such as official websites and newsletters, would decrease the effects of online promotion. In network aspect, Internet has become a channel of communication between bands and fans, though about 65% respondents still regarded the live shows as the best interacting places. In market aspect, Internet opens up new options for unsigned bands while whole world were their potential fans. However, how to get exposure among thousands of online artists in Taiwan was the most important thing for the unsigned bands. In promotion aspect, with the positive responses of online promotion effects, off-line promotion channels were also viewed valuable. The listeners are willing to pay the online music if an appropriate pricing method is enforced. In such way, the musicians in Taiwan could be encouraged and supported more. It is suggested that the indie bands in Taiwan could integrate all Internet tool based on their websites. They should also keep off-line promotions and have live show performances. It is also suggested that visioning strategy could be applied to establish the concepts of digital music paying.