The College of Human Development, Culture, and Media will welcome Atlantic Records Executive Vice President and General Manager Paul Sinclair at 2 p.m. on Tuesday, October 29.

The event will feature a talk and personal discussion about the "Digital Era of Music," the impact of technology on the music industry and include snapshots of Sinclair's experience creating an in-house, interactive agency with Atlantic Records and managing a large team of digital/social marketers, interactive designers, animators and web developers, product development specialists, lifestyle and influencer marketers, content and editorial managers and eCommerce marketers and merchandisers.

Competing against digital agencies and tech startups, Sinclair's team has been nominated for or won numerous technology and industry awards, including two Webbys, two NARM innovation awards, a WC3 award and a Mashie.

Atlantic Records was recognized as the No. 1 label by market share six times from 2006 to 2015 and was the first major label to derive more than 50 percent of revenue from digital sources. Among the artists signed to Atlantic Records include Bruno Mars, Cardi B, Charli XCX, Ed Sheeran, Matchbox Twenty, Missy Elliot, Sia, Lizzo and Kelly Clarkson.

"The music industry underwent significant transformations with the advent of digital technologies," said Assistant Professor of Communication Technologies Melissa R. Meade, Ph.D. "A lot of changes were positive, like advances in digital recording equipment and software that streamlined the production process. But as internet capabilities improved, users gained the ability to share and download music online and music piracy evolved from manual methods like tape dubbing and CD burning to easy digital file sharing."

"All of a sudden, just about any song became accessible for free through online platforms," she added.

With a decline in music industry revenue, "paid digital distribution services, with iTunes at the forefront, emerged to monetize digital downloads," Meade said. "More recently, streaming platforms like Spotify have reshaped music consumption habits."

As executive vice president and general manager at Atlantic Records, Paul Sinclair was there for all these changes during the digital music revolution. Meade shared that nowadays, artists can engage with their audience more directly through social media platforms and video streaming services, diminishing the reliance on promotional campaigns and public relations.
As part of the "COBF 2252 Digital Media" course that Meade teaches for the Visual, Sound and Media Program in Department of Communication, Media and the Arts, she shared, "The class is excited to welcome Paul Sinclair as the students are learning about the history, culture and impact of digital technology."

The event will take place at 2 p.m., Tuesday, October 29, in A&S Hall, Room 107, and is open to the entire University community. Advance registration is required and now open. Refreshments will be provided.

For more information and to register, please visit the event page or contact Melissa R. Meade at [email protected].

Categories: Arts and Culture, Science and Technology