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A Mass Customization Revolution
A Mass Customization Revolution The Industrial Revolution The great social and economic changes due to the introduction of machine and power tools and large-scale industrial production began in 1760. Through the first 70 years of this...
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Three times more sales of CD with the Belarusian music

For the last half-year, sales of CD with the national pop music in Belarus have grown almost three times. Among the best selling Belarusian musicians English-speaking group Atlantica, Tsyany-Tolkaj, J-mors and Alexey Hlestov.
In opinion of Nikolay Sapunov, the manager of West Records' Belarusian catalogue, it is associated mostly with the decision of the government about introduction on air of radio stations an obligatory quota in 75 percent of the Belarusian music. The some people consider it as radical step. But in the field of national music’s popularization it was required to do something.
On Belarusian TV channel ONT has appeared show The Song of year. In this project, take part only Belarusian musicians. They became more popular, began to make more concerts and tours. The need of radio stations for qualitative items has urged on creativity of the Belarusian musicians.
Besides, due to organization RUPIS that protects copyrights in Belarus, the poets and composers began to receive the rather big royalties from use of their products on radio, TV, in cafe, bars, restaurants, discos. Certainly, it stimulated their activity. According to Nikolay Sapunov, the Belarusian musical market seriously differs even from the next Russia. Belarus is the small country, it is impossible to sell disks in the big amount here. They also are cheaper, than in Moscow.
The Belarus pop group New Jerusalem said, that for one concert in Moscow they have sold more CD’s, than for a month in Belarus. Although of the certain interest which Russians show to the Belarus music, the market in Russia is oversaturated and to win on it the niche and to sell successfully disks for Byelorussians is very difficultly.
License CD in Belarus is much more expensive than piracy one. Naturally, sales of piracy disks greatly exceed sales of license production. Even regular checks in shops and taking out of counterfeit production do not change a situation. Young people download music from Internet. It is necessary to move up consumer culture of the people, speaks Nikolay Sapunov. Probably the situation will improve with the further growth of well-being of citizens. When they will not chase only


the small price and more attention will pay on quality of a product.
In Belarus, there is smaller financial turnover, than in the next states. The Belarusian companies do not presume to put to promotion of artist so much, how neighbors presume it. On the other hand, in Belarus more projects are original. And less punching, when producers clone successful artists.
Despite of general growth of number and quality of the Belarusian music, it has not yet reached a comprehensible level. The records that do not hold out even up to an average level appeared in an air of radio. Many regional radio stations are compelled to use them to fill in an air with the Belarusian music.
It is necessary to put more money in creation of a qualitative product, in creation of good material base of sound recording studios in Belarus, counts Nikolay Sapunov. Sounding of the Belarusian artists frequently does not maintain any criticism because in Belarus there are not present serious professionals and the good equipment in the mastering. If the Belarusian composition gets in the Russian musical collection, Russians make mastering anew.
In the future, counts Nikolay Sapunov, the Belarus musical market should become more various. There must be not only formatted music for radio stations but also all what people want to buy. Radio stations should define more precisely their formats because now they play the same style music.
Probably, development of the Belarus musical market is prevented also by absence of high-class professionals. Almost all present managers and producers started with trade on trays. New names, professional managers and producers, talented composers and arrangers are necessary. Increase of tour activity, encouragement of club performances also should play the role. Then will be new time for Belaru

About the Author

Michael Garmahis (27) is journalist working in one of the Belarusian newspaper. Some time was engaged in NGO’s social work and also worked as a tutor of German and English in college.
For further information, please visit his web site: garmahis.worldfreeweb.com (Michael Garmahis-My stories, jokes, drawings, photos, links from Belarus)

 

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