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Print Culture and Music in Sixteenth-Century Venice$
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Jane A. Bernstein

Print publication date: 2002

Print ISBN-13: 9780195141085

Published to Oxford Scholarship Online: May 2008

DOI: 10.1093/acprof:oso/9780195141085.001.0001

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SCOTTO AND GARDANO

SCOTTO AND GARDANO

Marketing a Musical Repertory

Chapter:
(p.147) Seven SCOTTO AND GARDANO
Source:
Print Culture and Music in Sixteenth-Century Venice
Author(s):

Jane A. Bernstein

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195141085.003.0008

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

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