Wie die Schallplattenindustrie ästhetische Normativität konstruiert. Die ‚Archiv Produktion‘, oder die Neuaufstellung der Deutschen Grammophon zwischen musikwissenschaftlicher Forschung und Marketing

Benedetta Zucconi

2023-01-01

---

Abstract

Far from being an immanent condition, normativity can be the outcome of a voluntary making process, and also be part of a specific agenda. This paper focuses on the emblematic case of the record label Deutsche Grammophon, which successfully reached a hegemonic position and a normative role within the music industry after WWII. Normativity construction by Deutsche Grammophon appears to be the result of different, but also complementary, strategies, both involving the negotiation of a leading role within the western musical canon. On the one hand, Deutsche Grammophon actively staged itself as the most reliable promoter of an already existing canon, by following already existing norms; one the other hand it also succeeded in establishing the norms by itself, shaping a new understanding of canon – expecially performance-related. The example of the under-label Archiv-Production (1947–) will be functional to better clarify these complementary strategic approaches to normativity construction. Focusing on the early years of Archiv, this chapter intends to underline the entanglements between scientific aims, modern branding, and post-war ideologies within the recording project. Furthermore, it will be stressed how Deutsche Grammophon managed to exploit the Archiv project to convey a new image of itself through early music.