Stephen Fairbanks and Dr. Andrew Dabczynski, School of Music
Classically trained musicians have yet to discover how computing advances can transform the sheet music industry. Through the internet, it is possible to transmit information instantly and inexpensively. By utilizing this, musicians could access the vast stores of music literature for a fraction of the cost. This study has (1) evaluated music publishing software, (2) assessed the buying trends of musicians, and (3) submitted a proposal to the Marriott School’s Business Plan Competition.
The two industry leaders for music publishing software are Finale and Sibelius. Both programs are capable of producing professional quality sheet music. Both programs feature music entry through MIDI keyboard, which drastically reduces the time required to enter music. Neither program has been able to integrate scanning technology. Music must be entered manually. Depending on the complexity of the music, it takes roughly two hours to reproduce each page of music.
In September 2004, string majors in BYU’s School of Music filled out surveys indicating their buying habits in regards to sheet music. To receive permission to conduct the survey, I applied for and received Institutional Review Board approval. Many of the survey results surprised me. I had anticipated cost and convenience as the principle determinants in what musicians would purchase. The surveyed musicians almost universally expressed frustration over the high cost and difficulty in finding the music they wanted, but overwhelmingly, they indicated that a teacher’s recommendation and a publisher’s reputation were more significant in influencing what edition they would select. The survey also showed that on average, musicians spend $90 a year on sheet music. Of this music, 33.5% is obtained from local stores, 19% is ordered by phone, and 36% is ordered online. These musicians also indicated that 13% of their music is photocopied.
Using the results of the evaluation of the music publishing software and the assessment of the sheet music buying trends of classically-trained musicians, I submitted a proposal to the Marriott School’s Business Plan Competition. In the first round, my submission – PrestoMusic – received an honorable mention and a monetary award.
In the accompanying pages, I am including a copy of my submission to the business plan competition.
Summary
PrestoMusic provides solutions to the musician’s frustrations of unavailable and expensive sheet music. At PrestoMusic.com, musicians download and print music at their convenience at a fraction of the cost. Similar concepts have worked successfully for popular music, but they have yet to be implemented in the classical world.
Business Concept and Model
In a time when technological advances make it possible to transmit information instantly and inexpensively, it is time to develop the capability to transfer sheet music electronically and allow individuals to print at their convenience. PrestoMusic publishes its music as PDF files. These files are available for viewing in their entirety. PrestoMusic sells the right to print these files. FileOpen, a software plug-in to Adobe allows PrestoMusic to have full control over printing.
PrestoMusic has access to the vast archives of classical music. Most music which is studied and performed comes from the Baroque, Classical, and Romantic eras. This music is old enough that it is considered public domain. PrestoMusic will convert the great music of Bach, Beethoven, Brahms, Pachelbel, and others through the music to a digital format with music notation software finale. Then by converting it to PDF files and publishing it on the web, musicians will be able to browse through music with ease.
To print, the customers will login to their accounts. From there, they will purchase printing credits in $5.00 increments, using a debit or credit card. With their printing credits, they will be able to select the music they would like to print. It is anticipated that it will cost the customer $0.50 for each page.
PrestoMusic foresees the day when musicians will prefer for their music to be in a digital format. Many aspects of classical music are embracing computing technology. Music stands are available which feature a computer screen. Software is available which provides accompaniment tracks to the solo musician. Plug-ins allow that software to provide feedback on how well the music was performed. Computers are becoming an essential part of the musician’s art. PrestoMusic is prepared for the changes. As musicians become more interested in using their music in a digital form, PrestoMusic will already have an extensive archive of music in that format. PrestoMusic will seek to incorporate its digital sheet music with SmartMusic and similar software.
Market/Customers
PrestoMusic seeks to provide practical solutions to musicians. It is formed by musicians and designed to help musicians. PrestoMusic specifically targets amateur to professional classically trained string players, that is to say, violinists, violists, cellists, and bassists. Once string players move beyond the beginner stages, they generally no longer purchase anthologies of music. They tend to purchase specific works. PrestoMusic focuses on providing these specific works.
PrestoMusic provides music for string players from intermediate to professional levels. Within this population there are several significant subgroups with specific needs: professional performing musicians, students at conservatories, high school students studying privately, and studio teachers.
PrestoMusic has focused its initial efforts on addressing the needs of the college level musician. Research shows that musicians are frustrated with the current system. One student lamented, “I feel very frustrated when I’m required to purchase sheet music for my private lessons and the music is terribly expensive and out of my planned budget. I often sacrifice necessities to obtain music.” Another student spoke complained of driving two hours to obtain the music she needed. Students are seeking convenient and lower cost alternatives to the present system.
Research shows that on average, college level string players spend $90 on music each year. At BYU, there are over 50 string performance majors. In the United States, there are about 600 accredited schools of music. This is a small segment of a large international string playing community. The internet cello society boasts a membership of over 12,000
The market is specific, and because PrestoMusic understands the market, it is able to provide them with what they need.
Competitive Advantage/ Differentiation
Distributors of digital music exist, but they focus on a different segment of the music community. Existing distributors of digital music come from the vantage point of popular music. In doing so, they do not understand what string players want. One student summarized the problems with online distributors in two statements: “[I] can’t see examples of music online [and] editions that are cheap and available are frequently full of errors.”
String players place tremendous importance on the accuracy of the music they study. They are distrustful of online music because distributors only make it available after it is purchased. String players want to be able to view their music before purchasing so they can verify it for accuracy. PrestoMusic uses FileOpen to allow musicians to view the music before being obligated to purchase it. Additionally, PrestoMusic will ensure accuracy by referring to scholarly editions of the music.
To further ensure competitive advantage, PrestoMusic is exploring ways to allow studio teachers to create customized editions with their own editings. Universally, BYU string majors indicated that the greatest influence on their purchasing habits was their teacher’s opinions. PrestoMusic will provide a way for teachers opinions to be represented on the sheet music itself.
Team Overview
Stephen Fairbanks is a senior honors student majoring in music education. Mr. Fairbanks is employed as the assistant director of the BYU New Horizons Orchestra. He also works as the director of Fairbanks Cello Studios, a music studio he founded and has been running for three years. He is nearing completion of an ORCA research grant which has studied the sheet music buying trends of classically trained musicians.
Nathan Palkki contributes a business-minded approach to the PrestoMusic team. Nathan is a senior and a scholarship recipient in the Marriot School of Management. He brings a cool austerity, careful to ensure that PrestoMusic follows sound business principles.
As a computer engineering major, Monte Fairbanks provides PrestoMusic with technical expertise. His experience with computing and the internet is extensive. Even before being attending BYU, Monte had already received his CCNA licensure. He is currently enrolled in several computer programming classes. Monte maintains PrestoMusic’s database of music and operates the website.
Andrew Dabczynski is actively sought out for his expertise in publishing music for beginning string orchestra. He enjoys the national success of Fiddlers Philharmonic and String Explorer, two method books series co-authored by Dr. Dabczynski and distributed by Alfred Publishing Co. He has published many arrangements for orchestra and has worked as an editor for the music publishing company Boosey & Hawkes. Dr. Dabczynski is well aware of the issues involved in publishing music and he is actively interested in ways to make music more widely available.