THE MUSIC INDUSTRYDISTRIBUTION MARKETING, TARGETING AUDIENCES AND PROMOTIONPRODUCTION CONSUMPTION AND EXCHANGE
MY INTRODUCTION- 3MINSLevel 3: What industry am I studying? What two labels will I discuss, what type of institutions are they? where are they based and which audiences do they target- How will I answer the question ? (USE TERMINOLOGY AND EVIDENCE STRAIGHT AWAY)Level 4: All above and what are some contemporary issues in the industry?
Exam Question Area: Production TERMINOLOGY:EGS:Digital music production on Q-Base and LogicGorillaz –The Fall produced entirely on an Ipad.Piracy- Sony- Micheal Jackson album leaked as well as Leona Lewis (Echo album) Issues/Changes/EAA: No need for physical products anymore shift to digital Can now be produced on convergent devices such as Ipads and Iphones Is quicker and cheaper for audiences and unsigned/independent artists to produce music Can cause problems for Major labels as hacking and pre-release piracy form studios during the production stage Audiences as producers- much easier to make music
Exam Question Area: DistributionTERMINOLOGY:EGS:SONY:•Pre-load hardware such as Experia phones with Myplay and albums such as I am Sasha Fierce•The Sony Unlimited streaming service, PS3 games and software•Through cross media production. Through synergy and streaming services- Deezer and Spotify.•Youtube and Sound cloud for independent to gain global and mainstream success•Move to give away music for free- Tyler the Creator, The Weeknd (free 9 song album)INDEPENDENT:Issues/Changes/EAA:Digital distribution makes it much easier for independents who do not have the ability for verticalintegration.Issues with piracy/P2P and pre-releaseMuch more shift for audiences to access music rather than own-streaming instead of downloadingSony combat piracy with 360degree deals, music matter campaign, Sony UnlimitedPiracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.
Exam Question Area: Marketing and Targeting Audiences TERMINOLOGY: EGS: SONY: 1 Direction Case Study, Viral marketing- AC/DC, direct marketing WE7, Youtube Use of cross media promotion INDEPENDENT: Issues/Changes/EAA: Audiences are fragmented and harder to reach, don’t use traditional methods as much some traditional methods
Exam Question Area: Consumption and Exchange TERMINOLOGY: EGS: SONY: INDEPENDENT: Issues/Changes/EAA: Convergence in devices Much more shift for audiences to access music rather than own-streaming instead of downloading Sony combat piracy with 360degree deals, music matter campaign, Sony Unlimited Piracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.
MY CONCLUSION- 3MINSOverall what does the evidence suggest?Back to the question…………………………What will be the future?