Jane A. Bernstein

in Print Culture and Music in Sixteenth-Century Venice

Published in print January 2002 | ISBN: 9780195141085
Published online May 2008 | e-ISBN: 9780199871421 | DOI:

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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.

Keywords: marketing strategies; musical repertories; Antonio Gardano; Girolamo Scotto; Ferrara; Rome; Lombardy; Mantua; Trent; reprinted editions

Chapter.  16876 words.  Illustrated.

Subjects: Musicology and Music History

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