Umetnička muzika u virtuelnom svetu multimedije
Art Music in the Virtual Multimedial World

Summary/Abstract: Classical music concerts were always musical as well as social gatherings. Owing to the expansion of new technologies in the new millennium, this is changing: the virtual availability is greater, the competition global. Artistic democracy, or arts available to everyone, is just an illusion. Also, being in the middle of the second Gutenberg shift — from book fluency to screen fluency, from literacy to visuality, we are becoming people of the screen. Text, sound and motion continue to merge into a single inter-medium as they flow through the always-on network. With the advent of electronic ink, we will start putting watchable screens on any flat surface. The tools for screen fluency will be built directly into these ubiquitous screens. With the assistance of screen fluency tools we might even be able to follow all our dreams in being on every point on the Earth in a second, but it is just a myth. Virtual reality is only – virtual. Music is the second most popular content on the Internet. Large part of the art music now belongs to the domain of the unlimited use, as the free public domain, especially music older than seventy years, which includes mainly historical periods, composers who died centuries ago. A new distribution-and-display technology in music, creative and performative alike, is becoming mostly multimedial and dependent on the high technology. Owing to the latest mediamorphosis, technoculture in art music is in full swing. Concert hall social factor is being diminished by the individual accessibility to the music. Art music audience is becoming antisocial and alienated from the live performance and artists breathing and performing on the stage, they become rather a “couch potato” than live witnesses to the creative process. The giving-receiving ritual of the classical music concert is in jeopardy, as well as the quality offered on Internet. With millions of music pieces tossed on the Web without artistic criteria, YouTube is becoming a paragon of the music quality relativization. Pampered, but still highly resilient classical/art/serious music is bound for a long and tedious fight for new positioning in the Brave New virtual and multimedial World.

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