Music

Context

• Music is very important to most people, especially the young. It is central to the future of the BBC.
  
  
• Music has already moved into the digital world. It's available to download as MP3s or burn on to CD; it's on mobiles, playstations and games.
  
  
• Easy access to all sorts of music has enabled people to broaden their tastes and select their listening to match their mood. Parents and children enjoy the same music.
  
  
• But there's a digital divide in the music world. Those with the money and knowledge of the digital world are moving away from those without.

The Challenges for the BBC

• The BBC is probably the major force in contemporary and classical music – but doesn't get full credit for it. We need to co-ordinate all our musical activity
  
  
• The BBC is losing touch with mainstream music audiences, particularly in television. But big events like Live8 and the Beethoven Experience do make an impression.
  
  
• Many young people don't associate the BBC with their kind of music. They bypass us and build their collections direct from the Internet or by sharing with friends.
  
  
• The BBC has always attracted new audiences to classical music through the Proms and its performing groups. It must continue to do so through innovative programming and use of digital platforms.
  
  
• There is an explosion of music-making across the UK . As a nationwide organisation, the BBC should be the place where musicians get their work heard and seen.
  
  
• Audiences are expecting more from our traditional services – more information, more access.
  
  
• We have to offer our services where, how and when the audience wants them – on demand, interactive, mobile, multimedia - a major shift of perspective.

Recommendations

• Establish underlying music principles for the whole BBC, so every service plays a distinctive role in delivering a total music portfolio.
  
  
• Improve collaboration and communication amongst music teams across the BBC.
  
  
• Develop a co-ordinated calendar of ambitious music events across the BBC.
  
  
• Expand our new media offering, using all new platforms to enable audiences to create their own BBC music services.
  
  
• Transform our music radio brands into multimedia interactive propositions.
  
  
• Invest in fewer, bigger learning projects.
  
  
• Re-forge the connection between the BBC and music for young people.
  
  
• Work with the music industry on shaping the future of classical music
• Be the destination for unsigned musicians in the UK.