Was ist die historische Rolle der Medien für die Musik? Veröffentlicht von Lena Leitl am 22. November 2020 22. November 2020
Musik ist heute nicht mehr aus unserem Alltag wegzudenken. Sie begleitet uns über das Radio, wenn wir einen Spielfilm im Fernsehen sehen oder die neuesten Videos über YouTube abrufen. Doch nicht immer waren Musik und Musiker*innen so präsent wie heute. Erst die Entstehung der Massenmedien und einzelne mediale Entwicklungen haben die heutige Verbindung von Medien und Musik über Jahrzehnte geformt. Der folgende Beitrag thematisiert die historische Entwicklung der Medien und deren Auswirkungen auf die Musik, sowie alle mit dieser Entwicklung in Zusammenhang stehenden Formen der Kreation, Nutzung und Verbreitung. Ziel des Beitrags ist es, die wichtigsten historischen Entwicklungsschritte zusammenfassend aufzuzeigen und deren Einflussnahme auf die Musik zu verdeutlichen. Aufgrund des begrenzten Umfangs dieses Beitrags, liegt der Fokus auf Ereignissen, die die Entstehung und Entwicklung der Massenmedien beeinflusst haben. Im folgenden Abschnitt werden zuerst die grundlegenden Begriffe definiert und historisch eingeordnet. Anschließend wird die historische Verbindung der einzelnen Massenmedien, von den Printmedien bis zum Internet, mit der Musik beschrieben und in einem Fazit zusammengefasst.
Medien und Musik
Die Stimme war das erste Medium und somit Kommunikationsmittel, das es den Menschen erlaubte, Informationen und Musik vorzutragen und auszutauschen. Es folgten die Erfindungen immer neuer Kommunikationswege und -mittel, die eine einheitliche Definition des heute vielseitigen Medienbegriffs unmöglich machen . In Bezug auf die Musik existieren vor allem zwei Definitionsansätze für Medien, die für den folgenden Beitrag von Bedeutung sind. Zum einen können Medien Technologien bzw. technische Geräte sein, mit denen Musik produziert, bearbeitet und vermittelt werden kann. Medien als technische Mittler, z.B. in Form von Mischpulten, CDs, Videos oder Mikrofonen, haben einen direkten Einfluss auf die Gestaltung der Musik und den Umgang mit ihr. Zum anderen können Medien Institutionen sein, die Musik kommerziell verbreiten und zugänglich machen, wie z.B. Streaming-Anbieter oder Radiosender. Geschieht die Kommunikation dieser Institutionen öffentlich und richtet sich an ein nicht klar abgrenzbares, großes Publikum, handelt es sich um Massenkommunikation von Massenmedien. Somit sind Massenmedien alle technischen Medien, die ihre Inhalte öffentlich kommunizieren .
Musik wiederum steht für die “Kunst, Töne in bestimmter (geschichtlich bedingter) Gesetzmäßigkeit hinsichtlich Rhythmus, Melodie, Harmonie zu einer Gruppe von Klängen und zu einer stilistisch eigenständigen Komposition zu ordnen” . Zusätzlich sollte der Musikbegriff in Verbindung mit dem Medienbegriff definiert werden. Grund dafür ist vor allem die Erfindung der ersten Tonträger in Form von Schallplatten, deren kommerzielle Vervielfältigung als Musikmedium zur Entstehung eines eigenen Wirtschaftszweiges geführt hat . Musik steht im Rahmen dieses Beitrags nicht nur für die Kunstform selbst, sondern auch für die hinter der Kunstform stehende Industrie. Die Musikindustrie besteht aus allen Unternehmen, Akteuren und Künstler*innen, die sich an der Herstellung, Vermarktung und dem Vertrieb von Musik beteiligen.
Die Rolle der Printmedien
Die Mediengeschichte beschreibt die Schrift als das früheste Kommunikationsmedium, das es den Menschen ermöglichte, Musik in Form von Noten und Liedtexten zu verschriftlichen und zu verbreiten . Zum Massenmedium wurde die Schrift jedoch erst durch die Erfindung der Druckerpresse und des Buchdrucks, die die Vervielfältigung von Notenschriften und Liedtexten deutlich beschleunigten und die Entstehung des Musikjournalismus im 18. Jahrhundert begünstigten. Informationen in Form von Artikeln über Musik, Künstler*innen, Musikveranstaltungen und Musikkritiken wurden im Laufe der Zeit für ein immer größeres Publikum zugänglich und trugen zur gesellschaftlichen Bedeutung der Musik bei .
Printmedien und die dahinterstehenden Institutionen erfüllen noch heute den öffentlichen Auftrag, ihre Leser*innen zu unterhalten und zu bilden, während sie gleichzeitig das eigene Fortbestehen sichern müssen. Durch ihre Entstehung konnte Musik schriftlich vervielfältigt und öffentlich über Musik und Künstler*innen berichtet und diskutiert werden. Zu Beginn war es für die breite Bevölkerung ein Privileg, den musikulturellen Diskurs mitzuverfolgen, der zuvor allein den Expert*innen und Künstler*innen vorbehalten war. Heute ist jener zunehmend digitale kommunikative Austausch in Musikblogs und Online Zeitschriften einsehbar und findet weltweit, sowie ohne größere zeitliche Verzögerungen statt . Auch wenn die Auswirkungen der Printmedien auf die Reichweite von Musik, Musiker*innen und Musikbranche bereits im 19. Jahrhundert ihren Höhepunkt erreichte, so spielen sie weiterhin eine entscheidende Rolle für die Vervielfältigung, Verschriftlichung und Berichterstattung über Musik und Künstler*innen.
Die Wiedergabe von Musik
Der Tonträger revolutionierte die Musikkultur als erstes technisches Medium, das Musik und die menschliche Stimme in ihrer Originalität speichern und wiedergeben konnte. Seine Geschichte beginnt bereits 1877 mit der Erfindung des Phonographen durch Thomas Alva Edison. Der Phonograph stellte das erste technische Gerät zur Aufnahme und Wiedergabe von Schallwellen dar. Erst die Erfindung des Grammophons und die Reproduzierbarkeit der dazugehörigen Schallplatte durch Emil Berliner, führten zur Entstehung eines eigenen Wirtschaftszweiges. Losgelöst von ihrer bisherigen zeitlichen und räumlichen Bindung wurde Musik auf Schallplatten bereits zu Beginn des 20. Jahrhunderts massenweise in den USA und Europa reproduziert .
Die Strukturen der Musikindustrie veränderten sich durch neu aufkommende Tonträgerformaten und Vertriebswege stetig. Ab Anfang der 1970er Jahre machte die Musikkassette der Vinyl(-Schallplatte), dem bis dahin alleinigen Standard Musiktonträger am Markt, Konkurrenz. Die Musikkassette ermöglichte es den Rezipient*innen Musik selbst aufzunehmen und zusammenzuschneiden. Mit der Erfindung des Walkmans, einem tragbaren Abspielgerät, konnte Musik überall mit hingenommen werden. Die Einführung der CD (engl. compact disc) als erstes digitales Speichermedium, führte den Tonträgermarkt in den 90er Jahren zu seinen weltweit höchsten Umsätzen. Faktoren, die diese Entwicklung begünstigten, waren nicht nur die kostengünstige CD-Produktion, sondern auch die erneute Verwertung bereits veröffentlichter Musik über das neue Speichermedium. Zur Jahrtausendwende wurde die CD von der Mp3-Datei als erstes nicht-physisches, digitales Medium zur Speicherung und Verbreitung von Musik abgelöst. Die Digitalisierung veränderte die Strukturen der Musikindustrie erneut grundlegend und führte zum Einbruch der Einnahmen aus dem physischen Tonträgergeschäft, auf die sich die Musikindustrie bis zu diesem Zeitpunkt fast ausschließlich gestützt hatte .
Doch nicht nur die technische Entwicklung von auditiven Speicher- und Kommunikationsmedien führte zu Veränderungen, sondern auch neue Medien zur Produktion und Verbreitung von Musik prägten die Musik des 20. Jahrhunderts. In den 1920er Jahren entwickelte sich das Radio zum ersten auditiven Massenmedium in Deutschland. In den USA war Musik der wichtigste Medieninhalt des Radios und sorgte dadurch für eine jahrzehntelange Geschäftsbeziehung zwischen Rundfunkanstalten und Musikunternehmen. Ein Song wurde bis zum Ende der 40er Jahre nur kommerziell erfolgreich, wenn er häufig genug im Radio gespielt wurde und dadurch in den Charts landete. Durch das Radio erlangten Musik und Künstler*innen eine größere Reichweite, die erst durch die Erfindung des Fernsehens übertroffen wurde . Die stetige Verbesserung von Mikrofonen und Aufnahmetechniken perfektionierten die Musikaufnahmen soweit, dass sie in den 60er Jahren die Live-Konzerte soundtechnisch überholten. Neue Klänge durch elektronische Musikgeräte, wie z.B. der Synthesizer, prägten die Popmusik ab den 70er Jahren. Die führenden Musikunternehmen hatten zusammen mit dem Rundfunk einen deutlichen ästhetischen Einfluss auf die Musik, indem sie die bis heute noch gültige Standardlänge von 3 Minuten für Musikstücke vorgaben . Immer wieder hat das Aufkommen neuer auditiver Medien die Art und Weise, wie Musik gehört, produziert, aufgenommen und kommerziell verbreitet wird, verändert. Dadurch haben auditive Medien nicht nur, wie zuvor die Printmedien, zur heutigen gesellschaftlichen Bedeutung der Musik beigetragen, sondern waren Triebkraft für die Entstehung und Entwicklung der Musikindustrie.
Musik in Fernsehen und Film
Die historische Entstehung und Entwicklung audiovisueller Medien veränderte die Musikindustrie ebenfalls grundlegend. Zum einen spielt Musik seit der Veröffentlichung der ersten Stummfilme, Ende des 19. Jahrhunderts, eine bedeutende, funktionale Rolle für die Rezeption und Wirkung von Filmen. Nach dem 2. Weltkrieg erkannte die Film- und Musikbranche zum anderen den wirtschaftlichen Vorteil der Platzierung populärer Songs in Spielfilmen. Dadurch sollte die Zielgruppe der jeweils anderen Kunstform erreicht und mit der Vermarktung neuer Filmmusik verknüpft werden. Schon in den 60er Jahren wurden Titelsongs von Filmen vor der Filmpremiere als Werbemaßnahme veröffentlicht. Populäre Songs werden auch heute noch in die Filmproduktion, sowie die Namen der Künstler*innen in die Filmvermarktung, einbezogen. Während der Film als Medienformat sich zur Werbeplattform für populäre Musiker*innen entwickelte, agierten die Komponisten und Produzenten von Filmmusik innerhalb eines autonomen Wirtschaftszweiges. Dieser findet auch heute noch innerhalb der institutionellen Strukturen der Filmbranche statt .
Doch nicht nur im Film, auch in der Fernsehwerbung hat sich Musik zum Funktionsträger entwickelt. Nach dem 2. Weltkrieg löste das Fernsehen den Rundfunk als wichtigste Informationsquelle und somit als wichtigste Plattform werbetreibender Unternehmen ab. Wie zuvor im Radio sollte Musik in der Fernsehwerbung die Aufmerksamkeit der Zuschauer*innen steigern und einen Wiedererkennungswert schaffen. Das Potential des Fernsehens als Werbeplattform wurde schnell durch die Musikindustrie erkannt. Nicht nur erfolgreich platzierte Werbesongs, sondern auch das Aufkommen von sog. Musiksendungen in den 50er Jahren wirkte sich positiv auf die Umsätze des Tonträgermarkts aus. Bis in die 70er Jahre stellte die Musiksendung der großen Fernsehsender die vorrangige Werbemöglichkeit der Musikindustrie im Fernsehen dar. Neben Playback und Live Auftritten von Künstler*innen, wurden hier Musiktitel vorgestellt und von unterschiedlichen Showeinlagen, wie z.B. von einer Tanzgruppe, begleitet .
Ende der 70er Jahre ermöglichte die Entwicklung des Kabel- und Satellitenfernsehens in den USA die Entstehung von Spartensendern und dadurch die des Musikfernsehens. Kurze Videos, die zuvor eher unregelmäßig für Promotionzwecke oder als visuelle Unterstützung der Live Konzerte von Musiker*innen genutzt wurden, entwickelten sich zu einer eigenen Kunstform und zu einem effektiven Werbemittel für die Musikindustrie. 1981 wurde zum ersten Mal der Musikfernsehsender MTV (engl. Music Television) ausgestrahlt und sollte durch die anfangs ununterbrochene Übertragung von Musikvideos vor allem ein junges Zielpublikum ansprechen. Bis zum Ende des 20. Jahrhunderts entwickelten sich Musikvideos zum führenden Medium für die Präsentation von Pop- und Rockmusik. Das visuelle Werbeformat hatte nicht nur auf die ästhetische und modische Inszenierung der Popmusiker*innen bzw. Bands starke Einflüsse, sondern auch auf deren Fans. Vor allem in den 90er Jahren wurden Sponsorenverträge abgeschlossen, sowie Markenprodukte in Musikvideos platziert, um die zurückgehenden Umsätze aus dem Tonträgermarkt auszugleichen . Die Bedeutung des Fernsehens als Distributionskanal hat sich mit der fortschreitenden Digitalisierung grundlegend geändert. Während Musik in der zweiten Hälfte des 20. Jahrhunderts in den audiovisuellen Medien vielseitige Funktionen angenommen und dies zu einer größeren Reichweite und stärkeren Visualität der Musik geführt hatte, löste ab der Jahrtausendwende die Kommerzialisierung des Internets die Nutzung des Fernsehens als Werbeplattform für die Musikindustrie ab.
Musik im Internet
Durch die fortschreitende Digitalisierung hat sich das Internet bis heute zum wichtigsten Distributions- und -Kommunikationskanal für die Musikindustrie entwickelt. Gleichzeitig haben technische und mediale Veränderungen nicht nur die Rolle der Massenmedien für die Musikindustrie beeinflusst, sondern auch zu einer Demokratisierung der Produktion, Nutzung und Distribution von Musik geführt . Als erster nicht-physischer Tonträger revolutionierte die Mp3-Datei die Musikindustrie. Der kostenlose und illegale Erwerb von Musikdateien wurde vor allem ab 1999 über die Tauschbörse Napster möglich und führte zum Einsturz der weltweiten Umsätze aus dem Tonträgergeschäft. Die Einführung legaler Download-Shops und die Popularisierung von werbefinanzierten Video- und Streaming-Diensten haben erst in den letzten Jahren zu einem Wiederanstieg der Umsätze geführt. Aufgrund der Verbreitung des digitalen Musikkonsum ist heute nicht mehr der Besitz, sondern besonders der Zugang zu Musik für einen Großteil der Musikhörer*innen von Bedeutung .
Seit dem drastischen Rückgang der Tonträgerumsätze hat sich der Fokus der Musikindustrie immer mehr auf alternative Einnahmequellen gerichtet, wie etwa das Konzertgeschäft und den Verkauf von Merchandise-Artikeln. Durch das Aufkommen sozialer Netzwerke, wie Facebook oder Instagram , gewinnt auch die direkte Kommunikation zwischen Musiker*innen und Rezipient*innen an Bedeutung. Im Gegensatz zum Radio, dem Fernsehen oder den Printmedien, findet die Kommunikation online und in sozialen Netzwerken nicht nur einseitig statt. Über Nachrichten- oder Kommentarfunktion haben Rezipient*innen die Möglichkeit direkt miteinander oder mit den Musiker*innen zu kommunizieren, sowie selbstständig Medieninhalte zu erstellen und zu veröffentlichen. Nachwuchskünstler*innen und Musiker*innen waren und sind dadurch bei der Vermarktung ihrer Musik auf die Hilfe von Musiklabels oder anderer Akteure angewiesen. Neben der Vereinfachung der Produktionsmöglichkeiten von Musik, ermöglichen es heute Online-Vertriebe und Streaming-Dienste Künstler*innen ohne Labelvertrag Umsätze aus ihren Veröffentlichungen zu generieren. Die Digitalisierung und das Internet haben zu einer über Jahre stattfindenden Veränderung der Möglichkeiten, Machtverhältnisse und Strukturen innerhalb der Musikindustrie geführt . Letztendlich hat das Internet die mediale Präsenz von Musik und Musiker*innen, wie wir sie heute erleben, ermöglicht. Dabei musste sich die Musikindustrie an neue Medienformate anpassen, sowie viele rechtliche und politische Probleme wie z.B. den Schutz des Urheberrechts lösen. Auch in Zukunft werden neue digitale Medientechnologien und -formate den Wandel der Musikindustrie beeinflussen. Die Musik bleibt dabei als beliebter Medieninhalt bestehen.
Fazit und Ausblick
Medien sind seit der Erfindung der Schrift Triebkraft und Ergebnis kultureller, technischer und sozialer Veränderungen. Die Geschichte der Musikindustrie kann anhand kommunikations- und medientechnologischer Entwicklungen erzählt und dadurch die historische Rolle der Medien für die Musik verdeutlicht werden. Musik wurde im Laufe des 20. Jahrhunderts über die Massenmedien für immer mehr Menschen zugänglich. Heute ist es möglich überall und zu jeder Zeit Musik zu hören. In dynamischer Form haben sich dabei die Vielfalt der Medien, das Konsumverhalten der Menschen, die Produktionsmöglichkeiten von und Werbemöglichkeiten für Musik, sowie die institutionellen Strukturen und Abläufe der Musikindustrie entwickelt. Auch wenn das Internet heute den wichtigsten Kommunikations- und Distributionskanal für die Musikindustrie darstellt, ist die Bedeutung der Musik als Medieninhalt für Radio und Fernsehens nicht zurückgegangen. Die jüngeren Musikhörer*innen jedoch, die für die Musikindustrie von großer Bedeutung sind, hören Musik über digitale Medien. Für sie sind vorgegebene Medieninhalte weniger reizvoll, als die Flexibilität und das vielfältige Angebot des Internets und der Streamingdienste .
Musikkonsum findet über Medien statt. Dies erklärt nicht nur die ökonomische Bedeutung der Medien, sondern auch der stetige Wandel der Musikindustrie mit den Medien. Die Musikkultur und -wirtschaft verändern sich dabei in einer Wechselbeziehung mit den Medien. Auch in Zukunft können wir davon ausgehen, dass mediale Entwicklungen ästhetische, institutionelle und ökonomische Auswirkungen auf die Musik und die Musikindustrie haben werden. Die heutigen Massenmedien werden dabei nicht verschwinden, sondern ihre Medieninhalte, wie bereits das Radio und Fernsehen, anpassen. Streaming gewinnt stetig an Bedeutung und wird auch in Zukunft neue Inhalte für uns bereithalten, die von der Gesellschaft adaptiert werden. Historisch betrachtet, aber auch mit Blick in die Zukunft wird die Entwicklung der Medien neue und innovative Formen der Musikproduktion, -Distribution und -Rezeption hervorbringen.
Literatur
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Zitation
Leitl, L. (2020). Was ist die historische Rolle der Medien für die Musik? Musik und Medien – Das Wissensportal. Online verfügbar unter: https://www.musikundmedien.org/2020/11/22/leitl_2/