Hong Kong is the home and the cradle of Asia’s best-selling canto-pop music. In Hong Kong, Western classical music has never been the main stream of music enjoyed by the general public. There is only one radio station devoted to Western classical music, i.e., RTHK Radio 4. However, it was reported that more and more people in Hong Kong are actually going to classical concerts. According to the 2003 edition of Hong Kong Annual Digest of Statistics, although the number of classical concert presentations (including orchestral, instrumental concerts, vocal and operas, etc.) has decreased by 0.78% (from 387 in 2001 to 384 in 2002), the attendance rate has actually increased by 2.1% (from 76.9% in 2001 to 79% in 2002).
Compared to 10 years ago (i.e., 1992), the attendance rate has in fact increased by 15.6% (from 63.4% in 1992 to 79% in 2002). As reflected in the above statistics, although Western classical music is not the main stream in Hong Kong, there is clear evidence that Western classical music is slowly gaining popularity among the general public. Hong Kong is definitely experiencing a slow, but steady bloom in interest in the Western classical music over the years. In fact, outside the traditional concert venues, in general, a lot more people are hearing classical music than ever before, e.g., in hotel lobbies, call-waiting service, public parking garages, shopping malls, feature films, TV commercials, and in TV series, etc. In fact, Western classical
music is slowly becoming a middle-class social phenomenon, a kind of status symbol, and perhaps more. However, despite all the efforts spent on music education and the evident growth in interests, it is very unlikely that Hong Kong will ever be recognized a capital of classical music. Surprisingly, a locally founded, and yet transnational classical music company, Naxos Music Ltd. marked its 20th anniversary in Hong Kong in 2007. Naxos has not only revolutionized the rules of the recording game of serious music, it has also
changed the consumers’ CD-buying habits on a global scale, under an extremely short span of time. Naxos now upholds an unchallenged artistic reputation that is also catching up to the label’s commercial prowess. The Naxos label is now standing as an international market leader that is beyond the issue of price. In Hong Kong, Mr. Klaus Heymann has established Naxos Music Ltd. as a world leader in music education, sponsorship, and the provision of recorded classical music to all. Since 1987, Naxos has also redefined how classical music is recorded, presented, marketed, and enjoyed. Innovative strategies of recording exciting new and rare repertoire, with lesser-known, but exceptional talents have enabled the label to continue to
develop, and become one of the largest and fastest growing catalogues of unduplicated repertoire that is not available anywhere else. As of December 2007, the Naxos catalogue currently has close to 15,600 albums (over 17,800 CDs), i.e., including 61 3rd-party-label recordings in their Naxos catalogue. It was stated that “What Penguin Books and the Livre de Poche did for literature, Heymann is very close to doing for serious music.” Despite the fact that Naxos’ success and reputation have re-written the rulebook for the
music industry, so far, there has been very limited research study conducted on any Hong Kong-based, profit-making organizations that have been successful in the selling and the marketing of this Western classical art. In addition, in most cases, music companies do not really understand their classical buyers’ needs and their consumer behaviours in the classical CD market. As a result, it was decided that an in-depth research study on Naxos Music Ltd. be carried out, with the hope of helping the readers better
understand the overall classical-music industry, and most importantly, the secrets behind Naxos’ overwhelming successes.
|Keywords:||Heymann, Klaus (CEO of Naxos Music Ltd.), Naxos Music Ltd. Brand Identity, H.N.H. International Ltd. Brand Identity, Classical Music Industry Hong Kong (China), Classical Compact Disc Market -- Hong Kong (China), Compact Discs (CDs) Hong Kong (China), Sound Recording Industry Hong Kong (China), Music Trade Hong Kong (China)|
Post-Graduate Student, University of Bristol, City One, UK
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