1. Unit 3 – Awareness of converging digital technology in the creative media
sector
2.1 – Explain what is meant by converging technology.
Converging technology is a term used to describe how certain media organisations work
with others. For example, a music label might work with a film maker/film organisation in
order to produce a music video. The music label would obviously provide the music and the
film company would work with it to design a suitable video.
2.2 - – Explain the impact of converging technology on the workforce within a specific
creative media industry.
Within the music industry for example, converging technologies have given the chance for
smaller household names (artists and bands) to get recognised a lot easier due to the
emergence of the likes of Youtube, Spotify and SoundCloud which all provide a platform for
a large audience to listen to your music for free, however this is not guaranteed. However,
this can negatively affect larger music industries such as big named labels as it is causing
them to have less of the spotlight due to these new rising artists, even though they are
spending a lot more money on promotion.
These issues were overcome however with PRS, which is where a musician will receive a
percentage of money every time their music is played on one of these free platforms
meaning they can still make money.