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Sony lesson 2012

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  • 1. By the end of the lesson you will of learnt:ALL- CThe way the Global music industry is structured.How and why the major record labels aredominantMOST- BHow Sony is a conglomerate and how cross mediapromotion helps the Sony to distribute andmarket their products to audiencesSOME- AHow the digitalisation of the music industry hasthreatened Sonys dominance and the shift ofpower to audiences and independent labels Give at least 2 examples of how digitalisation has effected the following stages?
  • 2. How has DIGITAL music effected the followingstages?Production Use of facebook and twitter to profile audiences and directly market to themMarketing and PromotionDistributionConsumption Shift from owning music to streaming
  • 3. The Global Music Industry Major Labels Independent Labels ? ? ?Subsidiary Labels ? ? ? ? ? ?
  • 4. The Global Music Industry Major Labels Independent LabelsSubsidiary Labels
  • 5. In March 2012 Sony were reported tomake up 30% of the music shares Questions: How does the digitalisation of the music effect the industry being an oligopoly? How can it break this power? Can it also make it stronger?
  • 6. All the major labels except EMI ( they are no longer!) are alsoknown conglomeratesWhat does this mean? Conglomerates= a media company that has a wide portfolio of interests eg. film, music, TV, hardware.
  • 7. Sony will be our case study record label that you must make detailed reference to in the exam Sony are a global conglomerate that have many subsidiary labels and also the Sony parent company own a wide range of other media/hardware20mins: Research ChallengeQuickest pair wins a prize!!!!!1) What are the subsidiary labels that Sony Music own?2) What genre of music does this label cover?3) Select 10 key artists that are signed to Sony?4) Who are the target audience for Sonys music products?5) What other media interests do Sony have?6) What hardware/devices relevant to music do Sony own?7) What is Syco and how are they relevant to Sony?
  • 8. Being a Conglomerate mean that Sony have the benefit and power across different stagesHere they can use cross mediapromotion or horizontal integrationwhen marketing ProductionUsing one of theircompanies/products to also promote Marketing and PromotionanotherEg. Leona Lewis song ‘Hands’ beingused in Final Fantasy Game Distribution Consumption
  • 9. Sony will be our case study record label that you must make detailed reference to in the exam Production Marketing and PromotionThey can distribute their music throughsynergy with other companies such asItunes etc but also through their own Distributionapps and through myplay and the SonyEntertainment network and Sony MobilePhones such as the Mix Walkman Consumption
  • 10. Sony will be our case study record label that you must make detailed reference to in the exam Production Marketing and Promotion DistributionCan also directly link intoaudience consumption as theyare the only major label to own Consumptiontheir own hardware
  • 11. Task: Using the key information from todays lesson attempt thefollowing exam question: Media Production is dominated by global institutions, which sell their products to national audiences-To what extent do you agree with this statement? P Sony are a major record label that have a wide variety of products that Try and use the terms: appeal to a mass audience. Majors For example pop legends such as E Conglomerate Beyonce and Micheal Jackson that Cross media promotion have wide global appeal. They also Mass audience own smaller subsidiary labels such as Sony Latin that have more niche Oligopoly appeal. E This means that a major conglomerate like Sony canLevel 3: Write three full PEEs using evidence in dominate the market as they providesupport of the statement something for all audiences.Level 4: Write three full PEEs using evidence atleast one must disagree with the statement
  • 12. Homework: Research an independent Record Label and use them as evidence in your full answer to this exam question. Media Production is dominated by global institutions, which sell their products to national audiences-To what extent do you agree with this statement? You will need to research and find out the following about your label to use in this answer and in the exam: •Name of label, genres and where are they based? •How do they distribute? •Target Audience for the label? •Band and artists signed by them? •Marketing Strategies-how does this •label promote their artists? •How do they cross promote and/or use •Synergy with other companies? •How has new technology impacted them? •Piracy etc