How New Media Affect the Roles and Responsibilities of Managers and Performers

This essay examines how performers and managers have adapted to the use of new media in the classical music industry. First, it examines selective ways major orchestras, presenters, and the recording industry use new media to acquire new audiences, distribute content, and meet the expectations of music consumers. These vehicles are then examined through the lenses of managers and performers, who provide an assessment of the ways their roles and responsibilities have changed as a result of new media. Analyses of the issues discussed provide suggestions for ways managers can better understand new media and capitalize on them to promote performers.