Jump to ContentJump to Main Navigation
Print Culture and Music in Sixteenth-Century Venice$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 September 2021



Marketing a Musical Repertory

Print Culture and Music in Sixteenth-Century Venice

Jane A. Bernstein

Oxford University Press

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

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .