NoMadMusic, or the dissemination of new digital uses in the artistic and cultural world

Two professionals face the programmed death of the traditional record industry

NoMadMusic is a project born of the meeting of two complementary personalities with extensive experience in the management and development of cultural projects. On the one hand, Hannelore Guittet, who, after training as a sound engineer and artistic director at the Conservatoire National Supérieur de Musique et de Danse de Paris, works for a number of record companies. On the other, ClothildeChalot, who has worked for 10 years in a variety of cultural environments (performing arts, opera) and has 3 years’ decisive experience with a record label.

Hannelore and Clothilde shared the same observation: the lasting impact of the internet and social networks on communication and distribution methods. Physical labels, especially the more conservative classical music labels, had been too slow to embrace digital technology. The programmed end of the “record” object and the development of an unlimited music offer via the Internet were upsetting the industry’s traditional functioning and remuneration methods.

The contribution of digital technology and the concept of “augmented music” in decompartmentalizing and revitalizing a sector

Faced with a decaying system, it was time to capitalize on the advantages of the digital revolution. The two partners came up with the idea of developing a range of services that would meet the expectations of consumers of the “Shuffle” generation, who are more demanding and less loyal, as well as those of professional musicians, weary of the unsuitable practices of traditional labels and other distributors, clinging to an outdated CD format. NoMadMusic has thus innovated by creating a new production and distribution model, an innovative platform for sharing and discovering music: an augmented music platform. This concept advocates enriching music with all the forms, formats and media of the new multimedia digital tools, enabling creativity and new approaches in response to the consumption patterns of “connected” music lovers.

NoMadMusic is an e-label (or digital label) dedicated to classical music, jazz and world music, with the ambition of releasing a new album on the platform every month, downloadable in mp3 and above all in CD and HD quality, as demanded by artists and audiophiles alike. Finally, to meet the expectations of consumers, the two partners have come up with the idea of developing ancillary services dedicated to keeping them informed, such as a free-access weekly webzine (or online magazine) dedicated to all types of music, supported by a professional editorial team.

Participatory philosophy, from organization to financing

In addition to the two associates, NoMadMusic is a 30-strong team of journalists, artists and musicologists, as well as developers and a graphic designer, all working together within an associative structure. NoMadMusic has its own editorial and artistic committees, demonstrating its high standards and ambition as a label.

This participative approach was also used in the search for financing, with the use of Kisskissbankbank’s crowdfunding services. The two founders needed a contribution of 15,000 Euros to pursue their development and plan recruitment. For Hannelore and Clothilde, crowdfunding meant more than just providing funds: it was a way of involving Internet users in their project and uniting a motivated community. 166 people responded to this appeal, becoming objective allies in the defense and distribution of NoMadMusic. In addition to raising funds, this type of financing represents an excellent means of communication and networking, enabling the project to reach a wider audience than its initial circles of professionals, friends and family. This participatory dimension, a militant act taken on by Clothilde and Hannelore, is also reflected in their openness to all kinds of music, learned and otherwise, as well as in the free access to the webzine and multimedia booklets, sources of information and first steps towards the discovery of new worlds. The forthcoming release of a flamenco album is already a fine example of this spirit.

In 2014, Hannelore and Clothilde intend to continue strengthening their team, particularly in the fields of Community Management and Production/Diffusion, and developing their structure, in particular by multiplying their partnership projects with concert halls and festivals.