José Bowen: Beethoven the businessman
José Bowen is an accomplished musician and teacher who explores how technology has shaped the history of music. Full bio
Double-click the English transcript below to play the video.
I thought of for this talk,
I am going to tell you the story,
我會告訴你這個故事,
for yourselves.
was that I would tell the story
literally from the beginning,
the first 10,000 years just sailed by.
if you want to make music,
instruments, those sorts of things.
和後來拿樂器之類的東西。
we start to get a performing class,
who were really good at pounding rocks.
we're still basically doing this.
for the most part,
complicated instruments,
in the 18th century,
you had to go to a civic event,
making music live.
social interaction.
there was no record player.
you had to get out of the house.
no music in your house.
from the beginning,
together, these two disruptions.
in the 18th century,
that you could mass-produce cheaply.
that's not too expensive,
if the second disruption hadn't happened
how to do cheap music printing.
如何便宜地印刷樂譜。
and the other kind of printing?
(註:首位歐洲活字印刷術發明者)
to distribute sheet music?
of the American Revolution,
(註:1976 年左右)
the first time this happened,
when, all of a sudden,
I've got to go hear Mozart."
to actually go hear Mozart.
you didn't download Mozart.
at least not easily or cheaply.
至少不容易也不便宜。
in fact, there's a new market.
實際上還有個新的市場。
比爾蓋茨沒什麼不同。
to actually go to London.
and mass-distributed,
and everybody else will play my music."
其他人會演奏我的音樂。」
of music for everybody.
changes the global pyramid,
改變全球音樂的金字塔,
of composers and performers --
you're starting to see a theme.
看得出來主題浮現了,
有趣時刻,對吧?
for music delivery;
player, the gramophone, the player piano.
Rachmaninoff sheet music,
to the concert hall.
拉赫瑪尼諾夫的唱片,
of recording device.
you're Doc Ross in Texas,
market, you've got it nailed.
there's this new thing called "radio."
and Duke Ellington and Benny Goodman.
has gone global,
and digital files and Garage Band,
和 GarageBand,
all over again.
about these two guys.
are entrepreneurs.
are software designers.
on that piece of hardware over there.
if you have my piece of paper.
就可以使用那硬體(鋼琴)。
does it sound good?
they weren't very useful.
單獨存在時不怎麼有用。
都是軟體設計師。
are software designers.
they also both live at a time
is changing very quickly.
old enough to remember,
back to Windows whatever,
回到微軟視窗的年代,
and your love of Bill Gates,
software package came out,
he had this instrument up on top,
he doesn't have a piano that can do this.
並沒有這麼多個八度的鋼琴。
do you want to get that piano?
have to adopt your technology.
your fastest, latest computer,
送給比爾蓋茨一樣,
all the memory.
所有的記憶體容量。
Beethoven a new piano.
送一架新鋼琴給貝多芬。
he writes a piece that can do that.
能夠那樣彈和弦的曲子。
Beethoven piano sonata,
鋼琴奏鳴曲的樂譜帶回家,
and you've got a five-octave piano
latest technology last year.
piano sonata, and what happens?
鋼琴奏鳴曲,會怎樣?
the same relationship with his audience
和比爾蓋茨的一樣。
smarter than Bill Gates.
his new Érard piano,
and he and uses all those extra notes.
and gives the concert?
he has in Vienna
有那些額外琴鍵的鋼琴。
on the piano. It's great.
不是每個人都有最新的鋼琴。」
has one of these latest things.
publishes piano sonatas
額外琴鍵的鋼琴奏鳴曲。
about Beethoven -- basically wrong.
基本上是錯誤的。
for the popular market --
himself, but the piano sonatas --
in some part of Southern Italy,
disruptions in music technology?
and they really all worked the same way.
他們作用的方式類似。
and the piano.
is: it redefines the product.
that you can then take home.
it becomes a digital file.
you've got to go listen to Bach;
就必須去聽現場的巴哈;
and we've got composers,
manipulate music like you just saw.
Count Basie and Benny Goodman,
貝西伯爵、班尼 · 古德曼,
with your local band as much anymore.
就不再那麼滿意了。
listen to Benny Goodman some more."
班尼 · 古德曼」這樣的話。
that you didn't use to hear.
we take away some social interaction.
社交互動就又少了些。
play Beethoven at home.
你可以在家彈奏貝多芬的曲子,
the sheet music, you can go home,
that do the same thing.
of social interaction.
experience each time.
I can play it slower.
the experience now.
the marketplace gets bigger.
in those music stores goes up.
你不總能知道自己想要什麼。
you can't always tell what you want.
How do you pick?
that's not on the list:
to write fake Chopin
comforted by the fact,
who buy fake Chopin
you know what he does?
聰明的企業家蕭邦怎麼做?
France, Germany and England
和英國同一天出版樂曲,
international copyright,
published on the same day.
被故意弄成有所不同,
are different on purpose,
to track who was a pirate.
that Sony thought of.
it makes it more global,
to have a marketing filter.
that's not always direct.
of disruptions in music technology
過去已經發生過,
is the same as we see
because of these things called books.
因為這些東西叫做書,
novels without books.
仍然可以賣小說。
in the record business.
only because that was the technology
gas or buying food;
points all over the place.
a different distribution system.
我們擁有不同的分銷系統。
about what we're selling.
interaction is not going to go away.
here, as we've demonstrated today,
正如我們今天所展示的,
to know each other.
ABOUT THE SPEAKER
José Bowen - Professor of musicJosé Bowen is an accomplished musician and teacher who explores how technology has shaped the history of music.
Why you should listen
In his over thirty-year career in music, José Bowen has appeared internationally with artists like Stan Getz, Dizzy Gillespie, and Bobby McFerrin, written over one hundred scholarly articles, and composed a Pulitzer Prize nominated symphony. He began teaching at Stanford University in 1982 before moving on to University of Southampton, Georgetown University, Miami University, and Southern Methodist University -- where he now resides as Dean of the Meadows School of the Arts, and Algur H. Meadows Chair and Professor of Music.
José Bowen | Speaker | TED.com