1. (a) In the late 20th century, mass media could be classified into eight mass media industries: books, the Internet, magazines, movies, newspapers, radio, recordings, and television. The explosion of digital communication technology in the late 20th and early 21st centuries made prominent the question: what forms of media should be classified as \"mass media\"? For example, it is controversial whether to include cell phones, computer games (such as MMORPGs), and video games in the definition. In the 2000s, a classification called the \"seven mass media\" became popular. In order of introduction, they are: Each mass medium has its own content types, creative artists, technicians, and business models. For example, the Internet includes blogs, podcasts, web sites, and various other technologies built atop the general distribution network. The sixth and seventh media, Internet and mobile phones, are often referred to collectively as digital media; and the fourth and fifth, radio and TV, as broadcast media. Some argue that video games have developed into a distinct mass form of media. While a telephone is a two-way communication device, mass media communicates to a large group. In addition, the telephone has transformed into a cell phone which is equipped with Internet access. A question arises whether this makes cell phones a mass medium or simply a device used to access a mass medium (the Internet). There is currently a system by which marketers and advertisers are able to tap into satellites, and broadcast commercials and advertisements directly to cell phones, unsolicited by the phone\'s user. This transmission of mass advertising to millions of people is another form of mass communication. Video games may also be evolving into a mass medium. Video games (for example massively multiplayer online role-playing games (MMORPGs, such as RuneScape) provide a common gaming experience to millions of users across the globe and convey the same messages and ideologies to all their users. Users sometimes share the experience with one another by playing online. Excluding the Internet however, it is questionable whether players of video games are sharing a common experience when they play the game individually. It is possible to discuss in great detail the events of a video game with a friend one has never played with, because the experience is identical to each. The question, then, is whether this is a form of mass communication Print Magazine A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers. Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a date on the cover that is in advance of the date it is actually published. They are often printed in color on coated paper, and are bound with a soft cover. Magazines fall into two broad categories: consumer magazines and business magazines. In practice, magazines are a subset of periodicals,.

1. 1. (a)
In the late 20th century, mass media could be classified into eight mass media industries: books,
the Internet, magazines, movies, newspapers, radio, recordings, and television. The explosion of
digital communication technology in the late 20th and early 21st centuries made prominent the
question: what forms of media should be classified as "mass media"? For example, it is
controversial whether to include cell phones, computer games (such as MMORPGs), and video
games in the definition. In the 2000s, a classification called the "seven mass media" became
popular. In order of introduction, they are:
Each mass medium has its own content types, creative artists, technicians, and business models.
For example, the Internet includes blogs, podcasts, web sites, and various other technologies
built atop the general distribution network. The sixth and seventh media, Internet and mobile
phones, are often referred to collectively as digital media; and the fourth and fifth, radio and TV,
as broadcast media. Some argue that video games have developed into a distinct mass form of
media.
While a telephone is a two-way communication device, mass media communicates to a large
group. In addition, the telephone has transformed into a cell phone which is equipped with
Internet access. A question arises whether this makes cell phones a mass medium or simply a
device used to access a mass medium (the Internet). There is currently a system by which
marketers and advertisers are able to tap into satellites, and broadcast commercials and
advertisements directly to cell phones, unsolicited by the phone's user. This transmission of
mass advertising to millions of people is another form of mass communication.
Video games may also be evolving into a mass medium. Video games (for example massively
multiplayer online role-playing games (MMORPGs, such as RuneScape) provide a common
gaming experience to millions of users across the globe and convey the same messages and
ideologies to all their users. Users sometimes share the experience with one another by playing
online. Excluding the Internet however, it is questionable whether players of video games are
sharing a common experience when they play the game individually. It is possible to discuss in
great detail the events of a video game with a friend one has never played with, because the
experience is identical to each. The question, then, is whether this is a form of mass
communication
Print
Magazine
A magazine is a periodical publication containing a variety of articles, generally financed by
advertising and/or purchase by readers.
Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a

2. date on the cover that is in advance of the date it is actually published. They are often printed in
color on coated paper, and are bound with a soft cover.
Magazines fall into two broad categories: consumer magazines and business magazines. In
practice, magazines are a subset of periodicals, distinct from those periodicals produced by
scientific, artistic, academic or special interest publishers which are subscription-only, more
expensive, narrowly limited in circulation, and often have little or no advertising.
Magazines can be classified as:
Newspaper
A newspaper is a publication containing news and information and advertising, usually printed
on low-cost paper called newsprint. It may be general or special interest, most often published
daily or weekly. The first printed newspaper was published in 1605, and the form has thrived
even in the face of competition from technologies such as radio and television. Recent
developments on the Internet are posing major threats to its business model, however. Paid
circulation is declining in most countries, and advertising revenue, which makes up the bulk of a
newspaper's income, is shifting from print to online; some commentators, nevertheless, point out
that historically new media such as radio and television did not entirely supplant existing.
The history of mass media can be traced back to the days when dramas were performed in
various ancient cultures. This was the first time when a form of media was "broadcast" to a
wider audience. The first dated printed book known is the "Diamond Sutra", printed in China in
868 AD, although it is clear that books were printed earlier. Movable clay type was invented in
1041 in China. However, due to the slow spread of literacy to the masses in China, and the
relatively high cost of paper there, the earliest printed mass-medium was probably European
popular prints from about 1400. Although these were produced in huge numbers, very few early
examples survive, and even most known to be printed before about 1600 have not survived. The
term "mass media" was coined with the creation of print media, which is notable for being the
first example of mass media, as we use the term today. This form of media started in Europe in
the Middle Ages.
Johannes Gutenberg's invention of the printing press allowed the mass production of books to
sweep the nation. He printed the first book, a Latin Bible, on a printing press with movable type
in 1453. The invention of the printing press gave rise to some of the first forms of mass
communication, by enabling the publication of books and newspapers on a scale much larger
than was previously possible. The invention also transformed the way the world received printed
materials, although books remained too expensive really to be called a mass-medium for at least
a century after that. Newspapers developed from about 1612, with the first example in English in
1620;[14] but they took until the 19th century to reach a mass-audience directly. The first high-
circulation newspapers arose in London in the early 1800s, such as The Times, and were made

3. possible by the invention of high-speed rotary steam printing presses, and railroads which
allowed large-scale distribution over wide geographical areas. The increase in circulation,
however, led to a decline in feedback and interactivity from the readership, making newspapers a
more one-way medium.
The phrase "the media" began to be used in the 1920s.The notion of "mass media" was
generally restricted to print media up until the post-Second World War, when radio, television
and video were introduced. The audio-visual facilities became very popular, because they
provided both information and entertainment, because the colour and sound engaged the
viewers/listeners and because it was easier for the general public to passively watch TV or listen
to the radio than to actively read. In recent times, the Internet become the latest and most popular
mass medium. Information has become readily available through websites, and easily accessible
through search engines. One can do many activities at the same time, such as playing games,
listening to music, and social networking, irrespective of location. Whilst other forms of mass
media are restricted in the type of information they can offer, the internet comprises a large
percentage of the sum of human knowledge through such things as Google Books. Modern day
mass media includes the internet, mobile phones, blogs, podcasts and RSS feeds.
During the 20th century, the growth of mass media was driven by technology, including that
which allowed much duplication of material. Physical duplication technologies such asprinting,
record pressing and film duplication allowed the duplication of books, newspapers and movies at
low prices to huge audiences. Radio and television allowed the electronic duplication of
information for the first time. Mass media had the economics of linear replication: a single work
could make money. An example of Riel and Neil's theory.proportional to the number of copies
sold, and as volumes went up, unit costs went down, increasing profit margins further. Vast
fortunes were to be made in mass media. In a democratic society, the media can serve the
electorate about issues regarding government and corporate entities (see Media influence). Some
consider the concentration of media ownership to be a threat to democracy.
1. JUSTIN BIEBER
Canadian pop singer Justin Bieber was barely into his teens when he released his 2009 debut, My
World, and became one of the youngest success stories in contemporary pop when it went either
platinum or double platinum in several countries. For the next few years, successive releases --
including remix compilations, acoustic sets, a documentary tie-in, a Christmas album, and even
some proper studio recordings -- shot forth at a dizzying rate. Bieber developed a massive global
following, named Beliebers. During the early 2010s, his recording activity slowed, and he had
more of a presence on celebrity gossip websites than on sales charts, but he rebounded during the
middle of that decade.
A native of Stratford, Ontario, Bieber placed second in a local 2007 singing competition and

4. began posting his performances on YouTube. The videos caught the attention of Scooter Braun,
a talent agent and former So So Def marketing executive, who helped Bieber land an impromptu
audition with the R&B star Usher. Impressed by what he saw, Usher -- along with Island/Def
Jam chairman L.A. Reid -- quickly signed the 15-year-old Bieber to a recording contract.
Bieber released his first single, "One Time," in May 2009. Supported by a popular video that
featured an appearance by Usher, "One Time" went platinum in both Canada and America, a
feat that was replicated later that year with the release of My World. The disc was technically an
EP, featuring only seven songs, but it reached number six on the Billboard 200 album chart and
sold over a million copies. Less than a year after his debut, Bieber returned with the "second
half" of My World, a ten-song release titled My World 2.0. Further demonstrating his and his
management's marketing power, over 8,000 fans who pre-ordered My World 2.0 had their head
shots used in a photo mosaic (formed to look like a portrait of Bieber) that was displayed on the
back side of the disc's booklet. The release topped the Billboard 200. A few weeks later, a
combination of My World and My World 2.0, titled My Worlds, appeared in some territories.
By the end of 2010, Bieber issued My Worlds Acoustic, a set featuring acoustic versions of nine
songs off the My World discs, as well as one new song. The following February, the 3-D
documentary Never Say Never was released to theaters. The seven-track Never Say Never: The
Remixes, released just days after the film, maintained the flow of Bieber product, and featured
appearances from the likes of Kanye West, Usher, and Miley Cyrus. Just in time for Christmas
2011 came the holiday-themed Under the Mistletoe, complete with several celebrity guest duets
and an original song, "Mistletoe," for the first single, which entered the Holiday Songs chart at
number two.
In 2012, Bieber returned with the proper follow-up to My World 2.0, titled Believe. With a
sound based in dance and R&B, it featured production from Darkchild, Diplo, and Max Martin.
Believe became his fourth number one album, paced by Top Ten hits for "Boyfriend," "As
Long as You Love Me" (featuring Big Sean), and "Beauty and a Beat" (featuring Nicki Minaj).
Believe Acoustic, a sequel to My Worlds Acoustic, followed in 2013. Late that year, Bieber
released the first in a weekly series of singles. Nearly all of them charted, led by Top 40
showings for "All Around the World" (featuring Ludacris) and "Heartbreaker." Those songs,
as well as others, were compiled for release as Journals, a digital download-only album that
wasn't submitted for sales tracking, so it did not appear on the Billboard 200. Only two days
later, on December 25, the documentary Justin Bieber's Believe was released to theaters but
performed poorly. A collaboration with Cody Simpson, "Home to Mama," was the lone
charting release in 2014, a year in which Bieber made headlines for an incident in which he was
arrested, as well as for charges of vandalism, assault, and reckless driving. In 2015, a remix of
"Where Are You Now" appeared on Diplo and Skrillex Present Jack Ü and reached the Top

5. Ten of the Hot 100. Later in the year, "What Do You Mean?," a track that skillfully latched
onto the tropical house subgenre -- popularized by the Felix Jaehn remix of OMI's
"Cheerleader" -- topped that chart. It was Bieber's first number one U.S. single and paved the
way for Purpose, his third proper studio album. It debuted at the top of the Billboard 200.
2. A R RAHMAN
Rahman was born in Chennai, Tamil Nadu, India. His father, R. K. Shekhar, was a film-score
composer and conductor for Tamil and Malayalam films; Rahman assisted his father in the
studio, playing the keyboard. After his father's death when Rahman was nine years old, the
rental of his father's musical equipment provided his family's income. Raised by his mother,
Kareema (born Kashturi), Rahman was a keyboard player and arranger for bands such as Roots
(with childhood friend and percussionist Sivamani, John Anthony, Suresh Peters, JoJo and Raja)
and founded the Chennai-based rock group Nemesis Avenue.He mastered the keyboard, piano,
synthesizer, harmonium and guitar, and was particularly interested in the synthesizer because it
was the "ideal combination of music and technology".
Rahman began his early musical training under Master Dhanraj, and at age 11 began playing in
the orchestra of Malayalam composer (and close friend of his father) M. K. Arjunan. He soon
began working with other composers, such as M. S. Viswanathan,Ilaiyaraaja, Ramesh Naidu and
Raj-Koti, accompanied Zakir Hussain, Kunnakudi Vaidyanathan and L. Shankar on world tours
and obtained a scholarship from Trinity College London to the Trinity College of Music.
Studying in Chennai, Rahman graduated with a diploma in Western classical music from the
school. Rahman was introduced toQadiri Islam when his younger sister was seriously ill in 1984.
His mother was a practicing Hindu. He converted to Islam (his mother's religion) with other
members of his family in 1989 at age 23, changing his name from R.S. Dileep Kumar to Allah
Rakha Rahman (A.R. Rahman).
Soundtracks
Rahman initially composed scores for documentaries and jingles for advertisements and Indian
television channels. In 1987 Rahman, then still known as Dileep, composed jingles for a line of
watches introduced by Allwyn. He also arranged the jingles for some advertisements that went
on to become very popular, including the popular jingle for Titan Watches, in which he used the
theme from Mozart's Symphony no.25.
In 1992, he was approached by director Mani Ratnam to compose the score and soundtrack for
his Tamil film, Roja.
Rahman's film career began in 1992 when he started Panchathan Record Inn, a recording and
mixing studio in his backyard. It would become the most-advanced recording studio in India, and
arguably one of Asia's most sophisticated and high-tech studios.Cinematographer Santosh Sivan
signed Rahman for the Malayalam film Yodha, aMohanlal starrer directed by Sivan's brother

6. Sangeeth Sivan that released in September 1992. The following year, Rahman received the Rajat
Kamal (Silver Lotus) award for best music director at the National Film Awards for Roja. The
films' score was critically and commercially successful in its original and dubbed versions, led
by the innovative theme "Chinna Chinna Aasai". Rahman followed this with successful scores
and songs for Tamil–language films for the Chennai film industry, including Ratnam's
politically-charged Bombay, the urban Kadhalan, Thiruda Thiruda and S. Shankar's debut film
Gentleman (with its popular dance song, "Chikku Bukku Rayile"). Rahman collaborated with
director Bharathiraaja on Kizhakku Cheemayile and Karuththamma, producing successful Tamil
rural folk-inspired film songs; he also composed for K. Balachander's Duet, which had some
memorable Saxophone themes. The 1995 film Indira and romantic comedies Mr. Romeo and
Love Birds also drew attention.Rahman attracted a Japanese audience with Muthu's success
there. His soundtracks are known in the Tamil Nadu film industry and abroad for his versatility
in combining Western classical music, Carnatic and Tamil traditional and folk-music traditions,
jazz, reggae and rock music. The soundtrack for Bombay sold 12 million copies worldwide,and
"Bombay Theme" would later reappear in his soundtrack for Deepa Mehta's Fire and a number
of compilations and other media. It was featured in the 2002 Palestinian film Divine Intervention
and the 2005 Nicolas Cage film, Lord of War. Rangeela, directed by Ram Gopal Varma, was
Rahman's Bollywood debut. Successful scores and songs for Dil Se.. and the percussive Taal
followed. Sufi mysticism inspired "Chaiyya Chaiyya" from the former film and "Zikr" from
his soundtrack album for Netaji Subhas Chandra Bose: The Forgotten Hero (which featured
elaborate orchestral and choral arrangements). Rahman's soundtrack album for the Chennai
production Minsaara Kanavu won him his second National Film Award for Best Music Direction
and a South FilmFare Award for Best Music Direction in a Tamil film in 1997, the latter setting
a record of six consecutive wins; he later went on to win the award three consecutive additional
times. The musical cues in the soundtrack albums for Sangamam and Iruvar used Carnatic
vocals, the veena, rock guitar and jazz. During the 2000s, Rahman composed scores and popular
songs for Rajiv Menon's Kandukondain Kandukondain, Alaipayuthey,Ashutosh Gowariker's
Swades, Rang De Basanti and songs with Hindustani motifs for 2005's Water. Rahman has
worked with Indian poets and lyricists such as Javed Akhtar,Gulzar, Vairamuthu and Vaali, and
has produced commercially-successful soundtracks with directors Mani Ratnam and S. Shankar
(Gentleman, Kadhalan, Indian, Jeans,Mudhalvan, Nayak, Boys, Sivaji and Enthiran).
In 2005 Rahman expanded his Panchathan Record Inn studio by establishing AM Studios in
Kodambakkam, Chennai, creating the most cutting-edge studio in Asia. The following year he
launched his own music label, KM Music, with his score for Sillunu Oru Kaadhal. Rahman
scored the Mandarin-language film Warriors of Heaven and Earth in 2003 after researching and
using Chinese and Japanese classical music, and won the Just Plain Folks Music Award For Best

7. Music Album for his score for 2006'sVaralaru (God Father). He co-scored Shekhar Kapur's first
British film, Elizabeth: The Golden Age, in 2007 and received a Best Composer Asian Film
Award nomination at the Hong Kong International Film Festival for his Jodhaa Akbar score.
Rahman's music has been sampled for other scores in India, appearing in Inside Man, Lord of
War,Divine Intervention and The Accidental Husband. His score for his first Hollywood film,
the 2009 comedy Couples Retreat, won the BMI London Award for Best Score. Rahman's
music for 2008's Slumdog Millionaire won a Golden Globe and two Academy Awards (a first
for an Asian), and the songs "Jai Ho" and "O... Saya" from its soundtrack were internationally
successful. His music on 2008's Bollywood Jaane Tu... Ya Jaane Na was popular with Indian
youth; that year, his score and songs for Jodhaa Akbar won critical acclaim, a Best Composer
Asian Film Award nomination and IIFA awards for best music direction and score. In 2010,
Rahman composed the original score and songs for the romantic Vinnaithaandi Varuvaayaa, the
sci-fi romance Enthiran and Danny Boyle's 127 Hours, composing for the Imtiaz Ali musical
Rockstar; the latter's soundtrack was a critical and commercial success. In 2012 Rahman
composed for Ekk Deewana Tha and the American drama People Like Us, and collaborated with
director Yash Chopra onJab Tak Hai Jaan. all were positively received. By the end of the year
his music for Mani Ratnam's Kadal was critically acclaimed, and the album topped the iTunes
Indiachart for December. In 2013, Rahman had two releases: Raanjhanaa and Maryan. Both were
successful, with the former nominated for a number of awards and the latter the iTunes India
Tamil Album of 2013.
The year 2014 was one of the busiest years for Rahman, with him claiming to have worked in 12
films in various languages. While his first release for the year was the Imtiaz Ali's road movie
Highway which garnered positive reviews, his very next release was the performance captured
animation film Kochadaiiyaan, a Rajinikanth starrer directed bySoundarya Rajinikanth. The
film's score and soundtrack garnered huge critical appraise with its score being long-listed at the
forthcoming Academy Awards. His next were the scores for the two back to back Hollywood
films, Million Dollar Arm and The Hundred Foot Journey, both of which got into the contended
list for the original score category nomination at the Oscars. This was followed by the highly
successful soundtrack album for the period drama Kaaviya Thalaivan teaming up with director
Vasanthabalan for the first time. His next release was Shankar's supernatural thriller I and K. S.
Ravikumar's period action film Lingaa, both of which were highly acclaimed and appreciated
upon release.
Lata Mangeshkar (born 28 September 1929) is an Indian playback singer, and occasional music-
composer. She is one of the best-known and most respected playback singers in India.
Mangeshkar's career started in 1942 and has spanned over seven decades. She has recorded
songs for over a thousand Hindi films and has sung songs in over thirty-six regional Indian

8. languages and foreign languages, though primarily in Marathi and Hindi. She is the elder sister
of singers Asha Bhosle, Hridaynath Mangeshkar, Usha Mangeshkar and Meena Mangeshkar.
India's highest award in cinema, the Dadasaheb Phalke Award, was bestowed on her in 1989 by
the Government of India. She is the second vocalist, after M. S. Subbulakshmi, to have ever been
awarded the Bharat Ratna, India's highest civilian honour.
(b)
A promotional recording, or promo, is an audio or video recording distributed for free, usually in
order to promote a recording that is or soon will be commercially available. Promos are normally
sent directly to broadcasters, such as music radio and television stations, and to tastemakers, such
as DJs and music journalists, in advance of the release of commercial editions, in the hope that
airplay, reviews, and other forms of exposure will result and stimulate the public's interest in the
commercial release.
Promos are often distributed in plain packaging, without the text or artwork that appears on the
commercial version. Typically a promo is marked with some variation of the following text:
"Licensed for promotional use only. Sale is prohibited." It may also state that the promo is still
the property of the distributor and is to be "returned upon demand." However, it is not illegal to
sell promotional recordings, and recalls of promos are extremely rare and unenforced.
Because promos are produced in smaller quantity than releases made available to the general
public, they are sometimes considered valuable collectors' items. They are never intended for
sale in record stores.
(i) In music, a buzz single or advance single is a track or promotional song, released by the label
(typically) preceding the album's release. The song(s) are released in order to bring attention to
an album's release. Buzz singles are not typically issued to radio as promotional singles, but this
will not prevent radio stations from playing the songs. Buzz singles are not always included on
an album.
(ii) Convergence is when you have one product with the ability to collect a number of different
products into one. A common example of this is the modern mobile phone, which combines
features such as texting, mp3 and a camera into one.
Convergence has had a great impact on how audiences access, listen and use music. The change
in digital technology has been the main cause for this as it now enables audiences to access
music in different formats (mp3 downloads), which can be downloaded strait onto the computer.
This means people no longer have to carry around a physical format of music, aswell as a music
player as they can put their digital downloads all onto portable devices such as a mobile or an
Ipod. Mobiles are a good example of convergence as they allow the users to not only phone
people but to listen to music, take and view photos and videos and access the internet. This

9. means people have everything they need in a small, convenient devise, instead of having to carry
several different items. The Ipod is also converging WI-FI and cameras into their devices, as
Apple has recognised that this is what the target audiences want. The Iphone is another new
technology by Apple, which allows people to download music strait of Itunes, this encourages
people to buy their music, as it has been made easier than downloading music illegally. These
Apple products have also become a ‘fashion item’, meaning that the music audience are more
likely to buy an Ipod. Due to vertical integration once people have brought an Ipod they need
Itunes to get music onto it, encouraging them to download music and making maximum profit
for Apple. It has had a big impact on 'niche' audiences, as convergence has made it difficult for
small record shops to survive due to the popular demand for downloaded music. However, it's
also allowed music fans to access a wider range of music more easily as web 2.0 allows any
musician to get their music out to a large audience, through social networking sites, such as
Myspace.
Convergence has had an impact on the music industry, as they have had to keep up with the
changes. As downloaded formats have become more popular due to convergence, the record
companies need to provide and promote this. Record companies have started using social
networking sites such as Facebook and Myspace to promote the artists and their websites to
distribute the music, as they provide links to where you can download the music, in order to keep
making money. A problem with downloading music is that it’s easier to copy music illegally.
Record companies have tried to cope with this by making it easier to download legal music. For
example, the Iphone has an app for Itunes, allowing users to buy music more easily off this site.
Also, not all music downloaded illegally will upload to an Ipod or Iphone due to vertical
integration. Companies, such as Apple, have used vertical integration, which means all profits
are kept within the company. As you need Itunes to upload music onto your Ipod and when the
Ipod first came out you would need an Imac to upload music onto the Ipod, it encourages
consumers to buy all the Apple products. Sony Music is an example of a record company who
have been able to use vertical integration as they have multimedia platforms, such as mobiles,
games consoles and music players. In the past to play music on a Sony walkman cassette player
you would need a Sony cassette. This benefits record companies as it means people who already
have products of Sony are encouraged to buy their music. Record companies have also used
synergy, which creates maximum profit for two companies. For example Roadrunner has teamed
up with Kerrang, so they help promote each other.
An example of a record company who has made use of convergence is Soul Jazz Records. They
have links on their homepage to where you can download the music, as well as offering a

10. physical format. Although most fans of this record company are more 'retro', so would prefer
the vinyl format, it still shows that Soul Jazz Records have recognised that convergence has
made people more likely to buy a digital format of music. They have also used horizontal
integration, where they have used a different range of ways to get to their target audience. For
example, they sell merchandise (clothing and accessories), which has been suited for the
audiences lifestyle and interests. Clothing has the record companies logo on, which would attract
the audience as they would be seen as 'cool' and 'fashionable' to be wearing clothing from an
independent label, within the scene they are in. This creates an image for the label so they have
their own unique brand identity. Soul Jazz Records have also used synergy as they are in
partnership with other labels, which they help promote on their website.
To conclude, convergence has been very important to the music industry as it has changed the
format that people want music in, due to the popular demand for products that have used
convergence. It’s also made carrying music around much more convenient. It has caused
problems with illegal downloading, which has meant that record companies have had to change
the ways they distribute and promote their music. Although convergence has had a big impact on
record companies they have come up with methods such as horizontal integration and synergy to
help maximise their profits.
(iii) A radio station can play a specific song in exchange for money, but this must be disclosed
on the air as being sponsored airtime, and that play of the song should not be counted as a
"regular airplay".
In radio broadcasting, a spin is a single play of a song. The term is also used as a unit to measure
(or induce) popularity, typically in spins per week. This measure is also known as rotation, and is
most heavily used at Top 40 radio stations, some non-traditional radio formats, and others with
descendant radio formats.
A song in light rotation is typically aired 5–15 times per week, while a medium rotation tune
goes over the airwaves 10-25 times per week. Favored songs in heavy rotationstart at 20 or more
spins each week, perhaps reaching to 50 and beyond. This results in several spins each day,
resulting in a high level of repetition for listeners who tune in for more than just a short amount
of time. Most new songs start in the heavy rotation category, but as the song gets older it is
eventually downgraded from heavy to medium, then to light, then to retirement in the library.
Radio promotion is the division of a record company which is charged with placing songs on the
radio. They maintain relationships with program directors at radio stations and attempt to
persuade them to play singles to promote the sale of recordings, such as CDs, sold by the record
company. They may also pay a fee to a third party, known as an independent promoter, who has
a financial relationship with the radio station or its parent company.

11. (iv) Payola, in the music industry, is the illegal practice of payment or other inducement by
record companies for the broadcast of recordings on commercial radio in which the song is
presented as being part of the normal day's broadcast. Under U.S. law, 47 U.S.C. § 317, a radio
station can play a specific song in exchange for money, but this must be disclosed on the air as
being sponsored airtime, and that play of the song should not be counted as a "regular airplay".
The term has come to refer to any secret payment made to cast a product in a favorable light
(such as obtaining positive reviews).
Some radio stations report spins of the newest and most popular songs to industry publications.
The number of times the songs are played can influence the perceived popularity of a song.
The term payola is a combination of "pay" and "-ola" a common suffix of product names in
the early 20th century, such as Pianola,Victrola, Amberola, Crayola, or brands such as the radio
equipment manufacturer Motorola. Payola has come to mean the payment of a bribe in
commerce and in law to say or do a certain thing against the rules of law, but more specifically a
commercial bribe. The FCC defines "payola" as a violation of the sponsorship identification
rule that in 2005-06 resulted in tens of millions of dollars in fines to cable corporations in New
York.
(v) Tour promoters (also known as concert promoters or talent buyers) are the individuals or
companies responsible for organizing a live concert tour or special event performance. The tour
promoter makes an offer of employment to a particular artist, usually through the artist’s agent or
music manager. The promoter and agent then negotiate the live performance contract. The
majority of live performance contracts are drawn up using the American Federation of Musicians
(AFM) standard contract format known as the AFM Performance Agreement.
Included among the tour promoter’s various job responsibilities are: obtaining venue, concert
hall, entertainment centre, theater, nightclub or arena bookings; pricing the event or tour; and
providing air, sea or land transportation (optional). However the promoter must have upfront
cash and or sponsorship financing to pay for advertising the tours of the artists. Such advertising
costs, usually referred to as a Media or Promotional Kit, commonly include television and radio
advertisements, posters, newspaper andmagazine adverts, online marketing and so on.
Solution
1. (a)
In the late 20th century, mass media could be classified into eight mass media industries: books,
the Internet, magazines, movies, newspapers, radio, recordings, and television. The explosion of
digital communication technology in the late 20th and early 21st centuries made prominent the
question: what forms of media should be classified as "mass media"? For example, it is

12. controversial whether to include cell phones, computer games (such as MMORPGs), and video
games in the definition. In the 2000s, a classification called the "seven mass media" became
popular. In order of introduction, they are:
Each mass medium has its own content types, creative artists, technicians, and business models.
For example, the Internet includes blogs, podcasts, web sites, and various other technologies
built atop the general distribution network. The sixth and seventh media, Internet and mobile
phones, are often referred to collectively as digital media; and the fourth and fifth, radio and TV,
as broadcast media. Some argue that video games have developed into a distinct mass form of
media.
While a telephone is a two-way communication device, mass media communicates to a large
group. In addition, the telephone has transformed into a cell phone which is equipped with
Internet access. A question arises whether this makes cell phones a mass medium or simply a
device used to access a mass medium (the Internet). There is currently a system by which
marketers and advertisers are able to tap into satellites, and broadcast commercials and
advertisements directly to cell phones, unsolicited by the phone's user. This transmission of
mass advertising to millions of people is another form of mass communication.
Video games may also be evolving into a mass medium. Video games (for example massively
multiplayer online role-playing games (MMORPGs, such as RuneScape) provide a common
gaming experience to millions of users across the globe and convey the same messages and
ideologies to all their users. Users sometimes share the experience with one another by playing
online. Excluding the Internet however, it is questionable whether players of video games are
sharing a common experience when they play the game individually. It is possible to discuss in
great detail the events of a video game with a friend one has never played with, because the
experience is identical to each. The question, then, is whether this is a form of mass
communication
Print
Magazine
A magazine is a periodical publication containing a variety of articles, generally financed by
advertising and/or purchase by readers.
Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with a
date on the cover that is in advance of the date it is actually published. They are often printed in
color on coated paper, and are bound with a soft cover.
Magazines fall into two broad categories: consumer magazines and business magazines. In
practice, magazines are a subset of periodicals, distinct from those periodicals produced by
scientific, artistic, academic or special interest publishers which are subscription-only, more
expensive, narrowly limited in circulation, and often have little or no advertising.

13. Magazines can be classified as:
Newspaper
A newspaper is a publication containing news and information and advertising, usually printed
on low-cost paper called newsprint. It may be general or special interest, most often published
daily or weekly. The first printed newspaper was published in 1605, and the form has thrived
even in the face of competition from technologies such as radio and television. Recent
developments on the Internet are posing major threats to its business model, however. Paid
circulation is declining in most countries, and advertising revenue, which makes up the bulk of a
newspaper's income, is shifting from print to online; some commentators, nevertheless, point out
that historically new media such as radio and television did not entirely supplant existing.
The history of mass media can be traced back to the days when dramas were performed in
various ancient cultures. This was the first time when a form of media was "broadcast" to a
wider audience. The first dated printed book known is the "Diamond Sutra", printed in China in
868 AD, although it is clear that books were printed earlier. Movable clay type was invented in
1041 in China. However, due to the slow spread of literacy to the masses in China, and the
relatively high cost of paper there, the earliest printed mass-medium was probably European
popular prints from about 1400. Although these were produced in huge numbers, very few early
examples survive, and even most known to be printed before about 1600 have not survived. The
term "mass media" was coined with the creation of print media, which is notable for being the
first example of mass media, as we use the term today. This form of media started in Europe in
the Middle Ages.
Johannes Gutenberg's invention of the printing press allowed the mass production of books to
sweep the nation. He printed the first book, a Latin Bible, on a printing press with movable type
in 1453. The invention of the printing press gave rise to some of the first forms of mass
communication, by enabling the publication of books and newspapers on a scale much larger
than was previously possible. The invention also transformed the way the world received printed
materials, although books remained too expensive really to be called a mass-medium for at least
a century after that. Newspapers developed from about 1612, with the first example in English in
1620;[14] but they took until the 19th century to reach a mass-audience directly. The first high-
circulation newspapers arose in London in the early 1800s, such as The Times, and were made
possible by the invention of high-speed rotary steam printing presses, and railroads which
allowed large-scale distribution over wide geographical areas. The increase in circulation,
however, led to a decline in feedback and interactivity from the readership, making newspapers a
more one-way medium.
The phrase "the media" began to be used in the 1920s.The notion of "mass media" was
generally restricted to print media up until the post-Second World War, when radio, television

14. and video were introduced. The audio-visual facilities became very popular, because they
provided both information and entertainment, because the colour and sound engaged the
viewers/listeners and because it was easier for the general public to passively watch TV or listen
to the radio than to actively read. In recent times, the Internet become the latest and most popular
mass medium. Information has become readily available through websites, and easily accessible
through search engines. One can do many activities at the same time, such as playing games,
listening to music, and social networking, irrespective of location. Whilst other forms of mass
media are restricted in the type of information they can offer, the internet comprises a large
percentage of the sum of human knowledge through such things as Google Books. Modern day
mass media includes the internet, mobile phones, blogs, podcasts and RSS feeds.
During the 20th century, the growth of mass media was driven by technology, including that
which allowed much duplication of material. Physical duplication technologies such asprinting,
record pressing and film duplication allowed the duplication of books, newspapers and movies at
low prices to huge audiences. Radio and television allowed the electronic duplication of
information for the first time. Mass media had the economics of linear replication: a single work
could make money. An example of Riel and Neil's theory.proportional to the number of copies
sold, and as volumes went up, unit costs went down, increasing profit margins further. Vast
fortunes were to be made in mass media. In a democratic society, the media can serve the
electorate about issues regarding government and corporate entities (see Media influence). Some
consider the concentration of media ownership to be a threat to democracy.
1. JUSTIN BIEBER
Canadian pop singer Justin Bieber was barely into his teens when he released his 2009 debut, My
World, and became one of the youngest success stories in contemporary pop when it went either
platinum or double platinum in several countries. For the next few years, successive releases --
including remix compilations, acoustic sets, a documentary tie-in, a Christmas album, and even
some proper studio recordings -- shot forth at a dizzying rate. Bieber developed a massive global
following, named Beliebers. During the early 2010s, his recording activity slowed, and he had
more of a presence on celebrity gossip websites than on sales charts, but he rebounded during the
middle of that decade.
A native of Stratford, Ontario, Bieber placed second in a local 2007 singing competition and
began posting his performances on YouTube. The videos caught the attention of Scooter Braun,
a talent agent and former So So Def marketing executive, who helped Bieber land an impromptu
audition with the R&B star Usher. Impressed by what he saw, Usher -- along with Island/Def
Jam chairman L.A. Reid -- quickly signed the 15-year-old Bieber to a recording contract.
Bieber released his first single, "One Time," in May 2009. Supported by a popular video that
featured an appearance by Usher, "One Time" went platinum in both Canada and America, a

15. feat that was replicated later that year with the release of My World. The disc was technically an
EP, featuring only seven songs, but it reached number six on the Billboard 200 album chart and
sold over a million copies. Less than a year after his debut, Bieber returned with the "second
half" of My World, a ten-song release titled My World 2.0. Further demonstrating his and his
management's marketing power, over 8,000 fans who pre-ordered My World 2.0 had their head
shots used in a photo mosaic (formed to look like a portrait of Bieber) that was displayed on the
back side of the disc's booklet. The release topped the Billboard 200. A few weeks later, a
combination of My World and My World 2.0, titled My Worlds, appeared in some territories.
By the end of 2010, Bieber issued My Worlds Acoustic, a set featuring acoustic versions of nine
songs off the My World discs, as well as one new song. The following February, the 3-D
documentary Never Say Never was released to theaters. The seven-track Never Say Never: The
Remixes, released just days after the film, maintained the flow of Bieber product, and featured
appearances from the likes of Kanye West, Usher, and Miley Cyrus. Just in time for Christmas
2011 came the holiday-themed Under the Mistletoe, complete with several celebrity guest duets
and an original song, "Mistletoe," for the first single, which entered the Holiday Songs chart at
number two.
In 2012, Bieber returned with the proper follow-up to My World 2.0, titled Believe. With a
sound based in dance and R&B, it featured production from Darkchild, Diplo, and Max Martin.
Believe became his fourth number one album, paced by Top Ten hits for "Boyfriend," "As
Long as You Love Me" (featuring Big Sean), and "Beauty and a Beat" (featuring Nicki Minaj).
Believe Acoustic, a sequel to My Worlds Acoustic, followed in 2013. Late that year, Bieber
released the first in a weekly series of singles. Nearly all of them charted, led by Top 40
showings for "All Around the World" (featuring Ludacris) and "Heartbreaker." Those songs,
as well as others, were compiled for release as Journals, a digital download-only album that
wasn't submitted for sales tracking, so it did not appear on the Billboard 200. Only two days
later, on December 25, the documentary Justin Bieber's Believe was released to theaters but
performed poorly. A collaboration with Cody Simpson, "Home to Mama," was the lone
charting release in 2014, a year in which Bieber made headlines for an incident in which he was
arrested, as well as for charges of vandalism, assault, and reckless driving. In 2015, a remix of
"Where Are You Now" appeared on Diplo and Skrillex Present Jack Ü and reached the Top
Ten of the Hot 100. Later in the year, "What Do You Mean?," a track that skillfully latched
onto the tropical house subgenre -- popularized by the Felix Jaehn remix of OMI's
"Cheerleader" -- topped that chart. It was Bieber's first number one U.S. single and paved the
way for Purpose, his third proper studio album. It debuted at the top of the Billboard 200.
2. A R RAHMAN
Rahman was born in Chennai, Tamil Nadu, India. His father, R. K. Shekhar, was a film-score

16. composer and conductor for Tamil and Malayalam films; Rahman assisted his father in the
studio, playing the keyboard. After his father's death when Rahman was nine years old, the
rental of his father's musical equipment provided his family's income. Raised by his mother,
Kareema (born Kashturi), Rahman was a keyboard player and arranger for bands such as Roots
(with childhood friend and percussionist Sivamani, John Anthony, Suresh Peters, JoJo and Raja)
and founded the Chennai-based rock group Nemesis Avenue.He mastered the keyboard, piano,
synthesizer, harmonium and guitar, and was particularly interested in the synthesizer because it
was the "ideal combination of music and technology".
Rahman began his early musical training under Master Dhanraj, and at age 11 began playing in
the orchestra of Malayalam composer (and close friend of his father) M. K. Arjunan. He soon
began working with other composers, such as M. S. Viswanathan,Ilaiyaraaja, Ramesh Naidu and
Raj-Koti, accompanied Zakir Hussain, Kunnakudi Vaidyanathan and L. Shankar on world tours
and obtained a scholarship from Trinity College London to the Trinity College of Music.
Studying in Chennai, Rahman graduated with a diploma in Western classical music from the
school. Rahman was introduced toQadiri Islam when his younger sister was seriously ill in 1984.
His mother was a practicing Hindu. He converted to Islam (his mother's religion) with other
members of his family in 1989 at age 23, changing his name from R.S. Dileep Kumar to Allah
Rakha Rahman (A.R. Rahman).
Soundtracks
Rahman initially composed scores for documentaries and jingles for advertisements and Indian
television channels. In 1987 Rahman, then still known as Dileep, composed jingles for a line of
watches introduced by Allwyn. He also arranged the jingles for some advertisements that went
on to become very popular, including the popular jingle for Titan Watches, in which he used the
theme from Mozart's Symphony no.25.
In 1992, he was approached by director Mani Ratnam to compose the score and soundtrack for
his Tamil film, Roja.
Rahman's film career began in 1992 when he started Panchathan Record Inn, a recording and
mixing studio in his backyard. It would become the most-advanced recording studio in India, and
arguably one of Asia's most sophisticated and high-tech studios.Cinematographer Santosh Sivan
signed Rahman for the Malayalam film Yodha, aMohanlal starrer directed by Sivan's brother
Sangeeth Sivan that released in September 1992. The following year, Rahman received the Rajat
Kamal (Silver Lotus) award for best music director at the National Film Awards for Roja. The
films' score was critically and commercially successful in its original and dubbed versions, led
by the innovative theme "Chinna Chinna Aasai". Rahman followed this with successful scores
and songs for Tamil–language films for the Chennai film industry, including Ratnam's
politically-charged Bombay, the urban Kadhalan, Thiruda Thiruda and S. Shankar's debut film

17. Gentleman (with its popular dance song, "Chikku Bukku Rayile"). Rahman collaborated with
director Bharathiraaja on Kizhakku Cheemayile and Karuththamma, producing successful Tamil
rural folk-inspired film songs; he also composed for K. Balachander's Duet, which had some
memorable Saxophone themes. The 1995 film Indira and romantic comedies Mr. Romeo and
Love Birds also drew attention.Rahman attracted a Japanese audience with Muthu's success
there. His soundtracks are known in the Tamil Nadu film industry and abroad for his versatility
in combining Western classical music, Carnatic and Tamil traditional and folk-music traditions,
jazz, reggae and rock music. The soundtrack for Bombay sold 12 million copies worldwide,and
"Bombay Theme" would later reappear in his soundtrack for Deepa Mehta's Fire and a number
of compilations and other media. It was featured in the 2002 Palestinian film Divine Intervention
and the 2005 Nicolas Cage film, Lord of War. Rangeela, directed by Ram Gopal Varma, was
Rahman's Bollywood debut. Successful scores and songs for Dil Se.. and the percussive Taal
followed. Sufi mysticism inspired "Chaiyya Chaiyya" from the former film and "Zikr" from
his soundtrack album for Netaji Subhas Chandra Bose: The Forgotten Hero (which featured
elaborate orchestral and choral arrangements). Rahman's soundtrack album for the Chennai
production Minsaara Kanavu won him his second National Film Award for Best Music Direction
and a South FilmFare Award for Best Music Direction in a Tamil film in 1997, the latter setting
a record of six consecutive wins; he later went on to win the award three consecutive additional
times. The musical cues in the soundtrack albums for Sangamam and Iruvar used Carnatic
vocals, the veena, rock guitar and jazz. During the 2000s, Rahman composed scores and popular
songs for Rajiv Menon's Kandukondain Kandukondain, Alaipayuthey,Ashutosh Gowariker's
Swades, Rang De Basanti and songs with Hindustani motifs for 2005's Water. Rahman has
worked with Indian poets and lyricists such as Javed Akhtar,Gulzar, Vairamuthu and Vaali, and
has produced commercially-successful soundtracks with directors Mani Ratnam and S. Shankar
(Gentleman, Kadhalan, Indian, Jeans,Mudhalvan, Nayak, Boys, Sivaji and Enthiran).
In 2005 Rahman expanded his Panchathan Record Inn studio by establishing AM Studios in
Kodambakkam, Chennai, creating the most cutting-edge studio in Asia. The following year he
launched his own music label, KM Music, with his score for Sillunu Oru Kaadhal. Rahman
scored the Mandarin-language film Warriors of Heaven and Earth in 2003 after researching and
using Chinese and Japanese classical music, and won the Just Plain Folks Music Award For Best
Music Album for his score for 2006'sVaralaru (God Father). He co-scored Shekhar Kapur's first
British film, Elizabeth: The Golden Age, in 2007 and received a Best Composer Asian Film
Award nomination at the Hong Kong International Film Festival for his Jodhaa Akbar score.
Rahman's music has been sampled for other scores in India, appearing in Inside Man, Lord of
War,Divine Intervention and The Accidental Husband. His score for his first Hollywood film,
the 2009 comedy Couples Retreat, won the BMI London Award for Best Score. Rahman's

18. music for 2008's Slumdog Millionaire won a Golden Globe and two Academy Awards (a first
for an Asian), and the songs "Jai Ho" and "O... Saya" from its soundtrack were internationally
successful. His music on 2008's Bollywood Jaane Tu... Ya Jaane Na was popular with Indian
youth; that year, his score and songs for Jodhaa Akbar won critical acclaim, a Best Composer
Asian Film Award nomination and IIFA awards for best music direction and score. In 2010,
Rahman composed the original score and songs for the romantic Vinnaithaandi Varuvaayaa, the
sci-fi romance Enthiran and Danny Boyle's 127 Hours, composing for the Imtiaz Ali musical
Rockstar; the latter's soundtrack was a critical and commercial success. In 2012 Rahman
composed for Ekk Deewana Tha and the American drama People Like Us, and collaborated with
director Yash Chopra onJab Tak Hai Jaan. all were positively received. By the end of the year
his music for Mani Ratnam's Kadal was critically acclaimed, and the album topped the iTunes
Indiachart for December. In 2013, Rahman had two releases: Raanjhanaa and Maryan. Both were
successful, with the former nominated for a number of awards and the latter the iTunes India
Tamil Album of 2013.
The year 2014 was one of the busiest years for Rahman, with him claiming to have worked in 12
films in various languages. While his first release for the year was the Imtiaz Ali's road movie
Highway which garnered positive reviews, his very next release was the performance captured
animation film Kochadaiiyaan, a Rajinikanth starrer directed bySoundarya Rajinikanth. The
film's score and soundtrack garnered huge critical appraise with its score being long-listed at the
forthcoming Academy Awards. His next were the scores for the two back to back Hollywood
films, Million Dollar Arm and The Hundred Foot Journey, both of which got into the contended
list for the original score category nomination at the Oscars. This was followed by the highly
successful soundtrack album for the period drama Kaaviya Thalaivan teaming up with director
Vasanthabalan for the first time. His next release was Shankar's supernatural thriller I and K. S.
Ravikumar's period action film Lingaa, both of which were highly acclaimed and appreciated
upon release.
Lata Mangeshkar (born 28 September 1929) is an Indian playback singer, and occasional music-
composer. She is one of the best-known and most respected playback singers in India.
Mangeshkar's career started in 1942 and has spanned over seven decades. She has recorded
songs for over a thousand Hindi films and has sung songs in over thirty-six regional Indian
languages and foreign languages, though primarily in Marathi and Hindi. She is the elder sister
of singers Asha Bhosle, Hridaynath Mangeshkar, Usha Mangeshkar and Meena Mangeshkar.
India's highest award in cinema, the Dadasaheb Phalke Award, was bestowed on her in 1989 by
the Government of India. She is the second vocalist, after M. S. Subbulakshmi, to have ever been
awarded the Bharat Ratna, India's highest civilian honour.
(b)

19. A promotional recording, or promo, is an audio or video recording distributed for free, usually in
order to promote a recording that is or soon will be commercially available. Promos are normally
sent directly to broadcasters, such as music radio and television stations, and to tastemakers, such
as DJs and music journalists, in advance of the release of commercial editions, in the hope that
airplay, reviews, and other forms of exposure will result and stimulate the public's interest in the
commercial release.
Promos are often distributed in plain packaging, without the text or artwork that appears on the
commercial version. Typically a promo is marked with some variation of the following text:
"Licensed for promotional use only. Sale is prohibited." It may also state that the promo is still
the property of the distributor and is to be "returned upon demand." However, it is not illegal to
sell promotional recordings, and recalls of promos are extremely rare and unenforced.
Because promos are produced in smaller quantity than releases made available to the general
public, they are sometimes considered valuable collectors' items. They are never intended for
sale in record stores.
(i) In music, a buzz single or advance single is a track or promotional song, released by the label
(typically) preceding the album's release. The song(s) are released in order to bring attention to
an album's release. Buzz singles are not typically issued to radio as promotional singles, but this
will not prevent radio stations from playing the songs. Buzz singles are not always included on
an album.
(ii) Convergence is when you have one product with the ability to collect a number of different
products into one. A common example of this is the modern mobile phone, which combines
features such as texting, mp3 and a camera into one.
Convergence has had a great impact on how audiences access, listen and use music. The change
in digital technology has been the main cause for this as it now enables audiences to access
music in different formats (mp3 downloads), which can be downloaded strait onto the computer.
This means people no longer have to carry around a physical format of music, aswell as a music
player as they can put their digital downloads all onto portable devices such as a mobile or an
Ipod. Mobiles are a good example of convergence as they allow the users to not only phone
people but to listen to music, take and view photos and videos and access the internet. This
means people have everything they need in a small, convenient devise, instead of having to carry
several different items. The Ipod is also converging WI-FI and cameras into their devices, as
Apple has recognised that this is what the target audiences want. The Iphone is another new
technology by Apple, which allows people to download music strait of Itunes, this encourages
people to buy their music, as it has been made easier than downloading music illegally. These
Apple products have also become a ‘fashion item’, meaning that the music audience are more

20. likely to buy an Ipod. Due to vertical integration once people have brought an Ipod they need
Itunes to get music onto it, encouraging them to download music and making maximum profit
for Apple. It has had a big impact on 'niche' audiences, as convergence has made it difficult for
small record shops to survive due to the popular demand for downloaded music. However, it's
also allowed music fans to access a wider range of music more easily as web 2.0 allows any
musician to get their music out to a large audience, through social networking sites, such as
Myspace.
Convergence has had an impact on the music industry, as they have had to keep up with the
changes. As downloaded formats have become more popular due to convergence, the record
companies need to provide and promote this. Record companies have started using social
networking sites such as Facebook and Myspace to promote the artists and their websites to
distribute the music, as they provide links to where you can download the music, in order to keep
making money. A problem with downloading music is that it’s easier to copy music illegally.
Record companies have tried to cope with this by making it easier to download legal music. For
example, the Iphone has an app for Itunes, allowing users to buy music more easily off this site.
Also, not all music downloaded illegally will upload to an Ipod or Iphone due to vertical
integration. Companies, such as Apple, have used vertical integration, which means all profits
are kept within the company. As you need Itunes to upload music onto your Ipod and when the
Ipod first came out you would need an Imac to upload music onto the Ipod, it encourages
consumers to buy all the Apple products. Sony Music is an example of a record company who
have been able to use vertical integration as they have multimedia platforms, such as mobiles,
games consoles and music players. In the past to play music on a Sony walkman cassette player
you would need a Sony cassette. This benefits record companies as it means people who already
have products of Sony are encouraged to buy their music. Record companies have also used
synergy, which creates maximum profit for two companies. For example Roadrunner has teamed
up with Kerrang, so they help promote each other.
An example of a record company who has made use of convergence is Soul Jazz Records. They
have links on their homepage to where you can download the music, as well as offering a
physical format. Although most fans of this record company are more 'retro', so would prefer
the vinyl format, it still shows that Soul Jazz Records have recognised that convergence has
made people more likely to buy a digital format of music. They have also used horizontal
integration, where they have used a different range of ways to get to their target audience. For
example, they sell merchandise (clothing and accessories), which has been suited for the
audiences lifestyle and interests. Clothing has the record companies logo on, which would attract

21. the audience as they would be seen as 'cool' and 'fashionable' to be wearing clothing from an
independent label, within the scene they are in. This creates an image for the label so they have
their own unique brand identity. Soul Jazz Records have also used synergy as they are in
partnership with other labels, which they help promote on their website.
To conclude, convergence has been very important to the music industry as it has changed the
format that people want music in, due to the popular demand for products that have used
convergence. It’s also made carrying music around much more convenient. It has caused
problems with illegal downloading, which has meant that record companies have had to change
the ways they distribute and promote their music. Although convergence has had a big impact on
record companies they have come up with methods such as horizontal integration and synergy to
help maximise their profits.
(iii) A radio station can play a specific song in exchange for money, but this must be disclosed
on the air as being sponsored airtime, and that play of the song should not be counted as a
"regular airplay".
In radio broadcasting, a spin is a single play of a song. The term is also used as a unit to measure
(or induce) popularity, typically in spins per week. This measure is also known as rotation, and is
most heavily used at Top 40 radio stations, some non-traditional radio formats, and others with
descendant radio formats.
A song in light rotation is typically aired 5–15 times per week, while a medium rotation tune
goes over the airwaves 10-25 times per week. Favored songs in heavy rotationstart at 20 or more
spins each week, perhaps reaching to 50 and beyond. This results in several spins each day,
resulting in a high level of repetition for listeners who tune in for more than just a short amount
of time. Most new songs start in the heavy rotation category, but as the song gets older it is
eventually downgraded from heavy to medium, then to light, then to retirement in the library.
Radio promotion is the division of a record company which is charged with placing songs on the
radio. They maintain relationships with program directors at radio stations and attempt to
persuade them to play singles to promote the sale of recordings, such as CDs, sold by the record
company. They may also pay a fee to a third party, known as an independent promoter, who has
a financial relationship with the radio station or its parent company.
(iv) Payola, in the music industry, is the illegal practice of payment or other inducement by
record companies for the broadcast of recordings on commercial radio in which the song is
presented as being part of the normal day's broadcast. Under U.S. law, 47 U.S.C. § 317, a radio
station can play a specific song in exchange for money, but this must be disclosed on the air as
being sponsored airtime, and that play of the song should not be counted as a "regular airplay".
The term has come to refer to any secret payment made to cast a product in a favorable light

22. (such as obtaining positive reviews).
Some radio stations report spins of the newest and most popular songs to industry publications.
The number of times the songs are played can influence the perceived popularity of a song.
The term payola is a combination of "pay" and "-ola" a common suffix of product names in
the early 20th century, such as Pianola,Victrola, Amberola, Crayola, or brands such as the radio
equipment manufacturer Motorola. Payola has come to mean the payment of a bribe in
commerce and in law to say or do a certain thing against the rules of law, but more specifically a
commercial bribe. The FCC defines "payola" as a violation of the sponsorship identification
rule that in 2005-06 resulted in tens of millions of dollars in fines to cable corporations in New
York.
(v) Tour promoters (also known as concert promoters or talent buyers) are the individuals or
companies responsible for organizing a live concert tour or special event performance. The tour
promoter makes an offer of employment to a particular artist, usually through the artist’s agent or
music manager. The promoter and agent then negotiate the live performance contract. The
majority of live performance contracts are drawn up using the American Federation of Musicians
(AFM) standard contract format known as the AFM Performance Agreement.
Included among the tour promoter’s various job responsibilities are: obtaining venue, concert
hall, entertainment centre, theater, nightclub or arena bookings; pricing the event or tour; and
providing air, sea or land transportation (optional). However the promoter must have upfront
cash and or sponsorship financing to pay for advertising the tours of the artists. Such advertising
costs, usually referred to as a Media or Promotional Kit, commonly include television and radio
advertisements, posters, newspaper andmagazine adverts, online marketing and so on.