Convergence....

The gaming community (technology) and higher education (academia) meets music? These are the perfect storm of players in what may turn out to be a 'tipping point' for tech-savvy music enthusiasts and the people who want to reach them,... us (musicked.com)!

The gaming site Destructoid.com notes that '..in 2009, a year in which music games saw a 46% drop in sales from 2008, DJ Hero became the highest-grossing new IP across all genres. It's a game that was being called a failure in the weeks after its release, and some today even suggest that its sales have been modest. Yet for the companies that make music games, the cash continues to roll in.'

Even higher education has noticed the importance of a new generation of 'users' who demand interaction when it comes to music. Professor Howard-Spink of NYU has begun an initiative called the NYU Music Video Games Research Project.

"It is rapidly becoming the case that there aren’t really pure music “consumers” anymore' says Spink, "in the way that we were at some point all consumers of pieces of plastic embedded with a recording, or as radio listeners where we consumed music in exchange for our attention to be sold to advertisers. People who value music in 2010 are “users” much more than they are consumers. In fact a recent survey shows that American kids spend 7.5 hours a day multitasking with media, most of which integrates music of some kind."

So how long will it be until music educators and publishers take note? Don't count on it being any time soon. Some of their newest 'innovations' are adding CD's and DVD's to method books and putting music theory games on web-sites. Once again, the profession remains mired in the Romantic period or worse, thinking that music education is the same as a band or orchestra program. I hear a ticking metronome....or is that the ticking of a doomsday clock??

Read the full article here.

Best Buy = Students

We recently learned that Best Buy the International retailer of consumer electronics and entertainment software is announcing a massive new initiative that sets aside store space for an array of musical instruments and gear in dozens of its stores nationwide. The Billboard Magazine story (dated June 2008) goes on to say that their selection will include 'everything from accessories — picks, sheet music and cases — to high-end basses, guitars, keyboards and DJ equipment. Instruments will be housed in separate rooms and the company also plans to offer group music lessons'.

I know this may come as a shock, but I say 'bring it on'! It's just one more testament to the fact that music and music retailing is a multi-billion dollar industry. It's no wonder why a major player who provides other forms of 'entertainment' like video game software, TV's and computers is willing to gamble on the appeal and power of music. The success of Guitar Hero has made this industry stand up and take notice of this potential (even though one may have little to do with the other). So this idea is not surprising to me at all, in fact, the trend had already begun at Costco and Wal-Mart some years ago.

What struck me most about this article was Best Buy's 'Oh, by the way... we're giving music lessons in stores too' attitude, added pretty much as an afterthought. This is where they will fall short or completely miss the boat. Not because it cannot be done well, but because it cannot be done well to any successful degree in a setting such as a Best Buy with decisions being made by people who have little if any experience in music or music education. They underestimate the talent and skill needed to teach (let alone teach music). It is not the same skill set as say, assembling a flat-screen tv or troubleshooting a cell phone.

And, likewise, this is where music educators and the profession as a whole all too often fall short. We have for far too long hung our hat on academia despite years if not decades of dwindling support. At the same time, large corporations have begun to notice the popularity and massive revenue potential that music holds. Why is there such a disconnect for music educators in this area? Why have we not tapped in to the same huge market that Best Buy sees?

I wish Best Buy great success in selling millions of instruments to young adults, mid-lifers and seniors the world over. I hope they plan to add band and orchestra instruments to the mix as well. Then they can turn all of those people loose to seek professional music education online or in their own communities. And if music educators are smart, they will work together to take advantage of this situation and begin the process of adding a major component to their profession. One that is financially robust, is in touch with the corporate world, and resides outside of academia in the private sector. Bring it on!

Music Education vs Playing Songs

I read an interesting post this morning by Jonathan Segel (enter Chris Berman to say Jonathan 'Livingston' Segel!). Jon was lamenting the fact that 'certainly in the past 15-20 years the market of guitar based music has changed massively and the quality of playing has declined in proportion to its popularity percentage. '

He wonders what might be the cause... 'U.S. schools?', the 'Market iconification of rock music'?

I think we can look at teaching for both the cause and the cure. Very few US schools even offer guitar as an option. And it seems that many private guitar 'teachers' have been neglecting basic musical concepts in favor of TAB and shredding techniques. Now we have tons of Gen X-ers, Gen Nex-ers and Guitar Hero aficionados who know 6 seconds of 4 songs but absolutely nothing about music.

Why not teach musical concepts on guitar just as we do on woodwind or brass instruments? I think too many 'teachers' assume wrongly that students will lose interest or think it's 'uncool' if they are not playing the intro to Stairway to Heaven in a few weeks (showing may age here).

Teaching traditional note reading, rhythms, intervals, scales and chords etc. will go a long way toward correcting this trend. It will also make for more well rounded musicians, music enthusiasts and music consumers. It's up to teachers to find the correct balance with each student and to provide music education, not song playing, as their core curriculum.

This is what we do at DSM and it's why MusickEd.com software is designed to be a concept based curriculum - regardless of the instrument.

Kudos to Jonathan Segel for recognizing this slippery-slope trend in guitar education. When more musicians and educators become as enlightened, we'll all be better off!