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Musical Offerings
⦁
2016
⦁
Volume 7
⦁
Number 2
79
Long before the advent of the Hollywood sequel,
entrepreneurs realized that their success was dependent
not only on innovation, creativity, and presentation, but
also on capturing the interest of the market. A product
that is beautiful and unique may have aesthetic value,
but unless it also has market value, it is of little use in a
capitalist venture.
39
The single impression method of Attaingnant outlasted the triple
impression method of Petrucci because Attaingnant’s technology was
more efficient and accurate, but Petrucci was more successful during his
time because of his business skills. Because Petrucci dominated the
music printing market both in the city of Venice and internationally, and
because he associated himself with the life and works of Josquin, he
permanently sealed his place in music history as the most prominent
publisher of music in the Renaissance.
39
Mouser, “Petrucci and His Shadow,” 19.