New technologies emerged.
At first this development seemed positive.
There were new programs on the radio and television. More
people heard music through the new technologies than ever before.
Certain musicians proved to be very good teachers within the new
Many people were inspired.
Radio and television offered new ways to experience
extraordinary events and entertainment. They were fun and they felt
freer than the traditional entertainment formats. As those technologies
matured, each venue of delivery, called stations or channels, became
focused on its particular genre.
Over time the audiences became equally specialized in their listening habits.
Even movies changed. Instead of having to see them in theaters
people could rent the films and take them home, watch them in pajamas
and make their own popcorn. Much later, they could even see them on
Meanwhile the Internet appeared, offering every conceivable form of
entertainment at the click of a device called a “mouse”. Within a few
decades the Internet had spread across the globe in what was correctly
called a “world-wide web”.
The organizations did not understand how important the technologies were.
They created websites, social networking pages, and email
marketing campaigns, but they had not understood the magnitude of the
Ironically, with the appearance of the Internet, the musical choices
readily available were now increasingly diverse. Just as tastes had
become specialized before, they now became infinitely catholic in
This was a period when people were very interested
in personal electronic devices. Increasingly they liked to listen to
In other words, the new technologies had implications on listening habits, both in terms of content and context.
In terms of personal and societal behavior much had evolved.
Since the organizations didn’t notice the implications, they didn’t make big changes.
They were in great danger, but they could not see it.