Jane A. Bernstein
- Published in print:
- 2002
- Published Online:
- May 2008
- ISBN:
- 9780195141085
- eISBN:
- 9780199871421
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195141085.001.0001
- Subject:
- Music, History, Western
Venice achieved preeminence as a great publishing center and music printing capital of Renaissance Europe. This book presents a broad overview of the Venetian music press during the mid-16th century. ...
More
Venice achieved preeminence as a great publishing center and music printing capital of Renaissance Europe. This book presents a broad overview of the Venetian music press during the mid-16th century. It bridges the gap between music and other disciplines by incorporating music printing into the wider world of the publishing industry, demonstrating that the field of music was no different from any other specialty of the book trade. Within this framework, the singular theme of commercial enterprise runs throughout the study. Stressing the commerce of music and its connection to the printing and publishing industry, the book explores various mercantile activities of the trade from the financing and production to the marketing and distribution of music publications. It also considers the impact print culture had on musicians, delving into the complex relationships that occurred between composers, patrons, and bookmen. Focusing on the two dynastic publishing houses of Scotto and Gardano, the book examines the business practices that these firms followed in the acquisition and selling of music. Their marketing strategies not only minimized competition, but also helped define the musical repertory published in 16th-century Venice.Less
Venice achieved preeminence as a great publishing center and music printing capital of Renaissance Europe. This book presents a broad overview of the Venetian music press during the mid-16th century. It bridges the gap between music and other disciplines by incorporating music printing into the wider world of the publishing industry, demonstrating that the field of music was no different from any other specialty of the book trade. Within this framework, the singular theme of commercial enterprise runs throughout the study. Stressing the commerce of music and its connection to the printing and publishing industry, the book explores various mercantile activities of the trade from the financing and production to the marketing and distribution of music publications. It also considers the impact print culture had on musicians, delving into the complex relationships that occurred between composers, patrons, and bookmen. Focusing on the two dynastic publishing houses of Scotto and Gardano, the book examines the business practices that these firms followed in the acquisition and selling of music. Their marketing strategies not only minimized competition, but also helped define the musical repertory published in 16th-century Venice.
Jane A. Bernstein
- Published in print:
- 2002
- Published Online:
- May 2008
- ISBN:
- 9780195141085
- eISBN:
- 9780199871421
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195141085.003.0007
- Subject:
- Music, History, Western
This chapter focuses on the two most important music printing presses of 16th-century Venice: the House of Scotto and the House of Gardano. It presents histories of the two dynastic firms, tracing ...
More
This chapter focuses on the two most important music printing presses of 16th-century Venice: the House of Scotto and the House of Gardano. It presents histories of the two dynastic firms, tracing their development from the founding of the presses through several generations of bookmen.Less
This chapter focuses on the two most important music printing presses of 16th-century Venice: the House of Scotto and the House of Gardano. It presents histories of the two dynastic firms, tracing their development from the founding of the presses through several generations of bookmen.
Jane A. Bernstein
- Published in print:
- 2002
- Published Online:
- May 2008
- ISBN:
- 9780195141085
- eISBN:
- 9780199871421
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195141085.003.0008
- Subject:
- Music, History, Western
The musical repertories Antonio Gardano and Girolamo Scotto published suggest a spirit of cooperative enterprise among 16th-century Venetian music printers. Using specific case studies, this chapter ...
More
The musical repertories Antonio Gardano and Girolamo Scotto published suggest a spirit of cooperative enterprise among 16th-century Venetian music printers. Using specific case studies, this chapter explores the various business strategies the two dynastic presses observed from the refashioning of reprinted editions and the creation of multi-volume series to the sub-specialization of musical genres and acquisition of clients and music from different locations. Gardano looked to Ferrara, Rome, and transalpine centers, while Scotto cultivated links with Lombardy, Mantua, and Trent, as well as Naples and Sicily. Later printing firms of Claudio Merulo and Francesco Rampazetto also demonstrate connections with the two dynastic presses.Less
The musical repertories Antonio Gardano and Girolamo Scotto published suggest a spirit of cooperative enterprise among 16th-century Venetian music printers. Using specific case studies, this chapter explores the various business strategies the two dynastic presses observed from the refashioning of reprinted editions and the creation of multi-volume series to the sub-specialization of musical genres and acquisition of clients and music from different locations. Gardano looked to Ferrara, Rome, and transalpine centers, while Scotto cultivated links with Lombardy, Mantua, and Trent, as well as Naples and Sicily. Later printing firms of Claudio Merulo and Francesco Rampazetto also demonstrate connections with the two dynastic presses.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.001.0001
- Subject:
- Music, History, Western
Venetian music print culture of the mid-sixteenth century is presented here through a study of the Scotto press, one of the foremost dynastic music publishers of the Renaissance. For over a century, ...
More
Venetian music print culture of the mid-sixteenth century is presented here through a study of the Scotto press, one of the foremost dynastic music publishers of the Renaissance. For over a century, the house of Scotto played a pivotal role in the international book trade, publishing in a variety of fields including philosophy, medicine, religion, and music. This book examines the mercantile activities of the firm through both an historical study, which illuminates the wide world of the Venetian music printing industry, and a catalog, which details the music editions brought out by the firm during its most productive period. This book enhances understanding of the socioeconomic and cultural history of Renaissance Venice and helps to preserve our knowledge of a vast musical repertory.Less
Venetian music print culture of the mid-sixteenth century is presented here through a study of the Scotto press, one of the foremost dynastic music publishers of the Renaissance. For over a century, the house of Scotto played a pivotal role in the international book trade, publishing in a variety of fields including philosophy, medicine, religion, and music. This book examines the mercantile activities of the firm through both an historical study, which illuminates the wide world of the Venetian music printing industry, and a catalog, which details the music editions brought out by the firm during its most productive period. This book enhances understanding of the socioeconomic and cultural history of Renaissance Venice and helps to preserve our knowledge of a vast musical repertory.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.003.0010
- Subject:
- Music, History, Western
The late 1550s and 1560s was a period of unprecedented wealth for Venice and her merchants. For the book trade, the economic boom meant an increase in the number of printing establishments. At its ...
More
The late 1550s and 1560s was a period of unprecedented wealth for Venice and her merchants. For the book trade, the economic boom meant an increase in the number of printing establishments. At its peak toward the end of the 1960s, the industry embraced some fifty-six presses employing 500 to 600 persons. Venetian publishers, printers, and book sellers alike felt the prosperity. The larger dynastic houses of Giunti, Manuzio, Giolito, and Scotto, as well as the more modest firms of Valgrisi, Tramezzino, Guerra, Ziletti, and Bevilacqua, expanded their output. Smaller presses also became more active, averaging three or four titles per year.Less
The late 1550s and 1560s was a period of unprecedented wealth for Venice and her merchants. For the book trade, the economic boom meant an increase in the number of printing establishments. At its peak toward the end of the 1960s, the industry embraced some fifty-six presses employing 500 to 600 persons. Venetian publishers, printers, and book sellers alike felt the prosperity. The larger dynastic houses of Giunti, Manuzio, Giolito, and Scotto, as well as the more modest firms of Valgrisi, Tramezzino, Guerra, Ziletti, and Bevilacqua, expanded their output. Smaller presses also became more active, averaging three or four titles per year.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.003.0003
- Subject:
- Music, History, Western
By the closing decades of the fifteenth century, a wave of “foreigners” had arrived in Venice to try their hand at the burgeoning printing industry. One such émigré was Ottaviano Scotto. He arrived ...
More
By the closing decades of the fifteenth century, a wave of “foreigners” had arrived in Venice to try their hand at the burgeoning printing industry. One such émigré was Ottaviano Scotto. He arrived prior to 1479 and very quickly gained prominence as a printer and publisher. Making a name for itself as a publisher of Latin texts, the Scotto firm also acted as a primary player in the development of music printing in Italy. The dynasty mirrored the growth of the Venetian book trade from its inception in the latter decades of the fifteenth century through its years of expansion and commercial success in the sixteenth century.Less
By the closing decades of the fifteenth century, a wave of “foreigners” had arrived in Venice to try their hand at the burgeoning printing industry. One such émigré was Ottaviano Scotto. He arrived prior to 1479 and very quickly gained prominence as a printer and publisher. Making a name for itself as a publisher of Latin texts, the Scotto firm also acted as a primary player in the development of music printing in Italy. The dynasty mirrored the growth of the Venetian book trade from its inception in the latter decades of the fifteenth century through its years of expansion and commercial success in the sixteenth century.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.003.0005
- Subject:
- Music, History, Western
Music printing in sixteenth-century Venice was a complicated and multifaceted business. It involved many financial risks and required substantial sums of money. In comparison with other fields, the ...
More
Music printing in sixteenth-century Venice was a complicated and multifaceted business. It involved many financial risks and required substantial sums of money. In comparison with other fields, the music book trade did not generate an impressive income. Yet the music publisher/printer had to have a good business sense, for in order to be successful he not only had to gain entrance into intellectual circles, but also to remain, first and foremost, a businessman who could carry on his trade in the international marketplace. Independent sponsorship of publications by printers was a highly risky enterprise. Only the large Venetian presses, such as the Scotto firm, had the necessary capital and contacts to finance their own publications.Less
Music printing in sixteenth-century Venice was a complicated and multifaceted business. It involved many financial risks and required substantial sums of money. In comparison with other fields, the music book trade did not generate an impressive income. Yet the music publisher/printer had to have a good business sense, for in order to be successful he not only had to gain entrance into intellectual circles, but also to remain, first and foremost, a businessman who could carry on his trade in the international marketplace. Independent sponsorship of publications by printers was a highly risky enterprise. Only the large Venetian presses, such as the Scotto firm, had the necessary capital and contacts to finance their own publications.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.003.0006
- Subject:
- Music, History, Western
Real money in music publishing lay not with the printing of books, but with their distribution. First and foremost a book merchant, Girolamo Scotto maintained an efficient marketing system involving ...
More
Real money in music publishing lay not with the printing of books, but with their distribution. First and foremost a book merchant, Girolamo Scotto maintained an efficient marketing system involving an established network of publishers, printers, and booksellers that stretched far beyond the confines of Venice. In order to reach an international market, Scotto relied on a group of employees, different from the men and women who worked in his printing shop, to distribute his books. Their duties concerned all aspects of the transport of books, including the receipt of book shipments, the selling of books either in their own bookshops or to other bookdealers, and the collecting of money and bills of exchange from other bookmen for the mercator.Less
Real money in music publishing lay not with the printing of books, but with their distribution. First and foremost a book merchant, Girolamo Scotto maintained an efficient marketing system involving an established network of publishers, printers, and booksellers that stretched far beyond the confines of Venice. In order to reach an international market, Scotto relied on a group of employees, different from the men and women who worked in his printing shop, to distribute his books. Their duties concerned all aspects of the transport of books, including the receipt of book shipments, the selling of books either in their own bookshops or to other bookdealers, and the collecting of money and bills of exchange from other bookmen for the mercator.
Jane A. Bernstein
- Published in print:
- 1998
- Published Online:
- October 2011
- ISBN:
- 9780195102314
- eISBN:
- 9780199853113
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195102314.003.0009
- Subject:
- Music, History, Western
The 1540s must have been a heady time for the two Venetian music presses. Practically overnight the single-impression method of music typography transformed the Venetian music-printing industry into ...
More
The 1540s must have been a heady time for the two Venetian music presses. Practically overnight the single-impression method of music typography transformed the Venetian music-printing industry into an international enterprise. The size and type of repertory issued by Scotto and Gardano increased dramatically as the decade progressed. During their first years of operation, the two firms turned out about twenty music editions per year, representing about four times the total output of the Venetian printers from the preceding decade, and nearly ten times the number of editions Petrucci issued at the beginning of the century. In order to keep up production, Scotto and Gardano had to implement a variety of schemes in the marketing of their music books.Less
The 1540s must have been a heady time for the two Venetian music presses. Practically overnight the single-impression method of music typography transformed the Venetian music-printing industry into an international enterprise. The size and type of repertory issued by Scotto and Gardano increased dramatically as the decade progressed. During their first years of operation, the two firms turned out about twenty music editions per year, representing about four times the total output of the Venetian printers from the preceding decade, and nearly ten times the number of editions Petrucci issued at the beginning of the century. In order to keep up production, Scotto and Gardano had to implement a variety of schemes in the marketing of their music books.
