Who are these people?What do they all have in common? Who is the odd one out?
Who are these people? What do they all have in common? Who is the odd one out?ALL have had global success despite not beingon a major record label
Name three ways that Sony have tried to combat piracyGive two SPECIFIC examples of how digital technology has helped independentartistsGive two examples to suggest the Majors are not as dominant as they once wereName 2 pieces of hardware that Sony ownGive two examples of how digital technology has changed the distribution andconsumption of musicGive three examples of how Sony have used direct, viral and mobilemarketing to target audiences
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: ProductionTERMINOLOGY: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 digitalCan now be produced on convergent devices such as Ipads and IphonesIs quicker and cheaper for audiences and unsigned/independent artists to produce musicCan cause problems for Major labels as hacking and pre-release piracy form studios during theproduction stageAudiences 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 forvertical integration.Issues with piracy/P2P and pre-releaseMuch more shift for audiences to access music rather than own-streaming instead ofdownloadingSony 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?
Audience Profile:- Who are they?How do to they TARGET their audience?
“Successful media products depend as much upon marketing anddistribution to a specific audiences as they do upon good production practices.” To what extent would you agree with this statement, within the media area you have studied?
Issues and overviewCase study audiences-own label and audiences Re-cap the key areas Write and exam answer- with notes 1 hour
One Direction are MARKETING GENIUS ad agencies were hired to• starts with the marketing genius. Simon Cowell is known as the nasty judge, in Britain and America, on X Factor, American Idol, Britains Got Talent and other contests. He sits at the pinnacle where he can watch all the new talent and, like some god, pick the ones he likes.So he scrutinised the countless contestants going through the talent mill, ticking off five boys for voice, energy, and cuteness. In reverse order, come to think of it. He then contracted them to Syco, the record label he partners with Sony. He brought in big-time songwriters like American Idol 2002 winner Kelly Clarkson and Savan Kotecha - who works as A&R for Syco. Beginning to see the pattern?Having created the product, the next job was starting the fire. They hired London ad agency Archibald Ingall Stretton, who used social sites to create a "transmedia adventure" that would excite fans.They invented a super-dedicated fan called 1DCyberpunk, who stole the bands laptop and would only give it back if fans proved they were as fanatical supporters as she was. In two months, the website attracted 200,000 followers and ran 20 challenges; started 12 Twitter trends and played more than 2.5 million YouTube views.The challenges included dressing up as 1DCyberpunk, copying her hairstyle, creating dolls of the One Direction boys, answering quizzes and riddles. Challenge winners got invited to an online album-listening party.Agency creative director Richard Coggin said: "Syco had a lot of great content videos, merchandise, singles, signed photos, radio and TV appearances and our brief was to glue it all together and engage the fans on a daily basis."His team worked around the clock to reach their global audience. It paid off, when the debut single What Makes You Beautiful was released on September 11, 2011 - just seven months ago! - and went straight to the top of the UK singles chart.Two-and-a-half months later their debut album Up All Night shot up the charts not just in the UK but also in Australia, Canada, Italy, Mexico, New Zealand and Sweden, reaching the top 10 in 20 countries.The band has been involved in the marketing process - they are closer to their fans demographics than anyone.During the quest, each dedicated three to five hours a week to creating videos, thanking fans for joining them. Their Twitter tag has three million followers.The girls of America were by now salivating for their social media heroes. What Makes You Beautiful was released on February 14 (Valentines Day - subtle, eh?) and went straight to No 1. Which makes them the first UK group to debut at No.1 with their first album.Just two months later they are in Australia with a seething mass of teens following their every move. Mind you theres not much their mums can click their tongues at, remembering The Beatles hysteria - or even the screams that used to follow our now-respectable Minister for Education.
How do your label-target audiences?EVIDENCE!!!!!20MINS
Production:Can be done on convergent devices such as Iphone, Apps (beatmaker-app for the iphone, Ipad (Bjork, Gorilliaz)Is quicker and cheaper for independent artists and audiences to makeown music no need for expensive studios.Garageband, Logic Pro, Fruit Loops etcCan cause problems for majors with pre-release piracy and hackingfrom studios
Consumption and Exchange:Shift in the ownership of music to access from streaming via Youtube, We7 radio,Spotify etc- free music/samplingPortable and personalised music consumption on convergent devices-ipad, SonyTablet, Rolly, Iphone 4SConcerts and gigs still a large part of music consumption and due to music salesfalling (BPI says further 7% this year on last) signing artists to 360 degree deals (redlight company)More choice and diversity of music available more niche genresExchange:Majors and music stores such as HMV hit hard by piracy- P2P file sharing throughwebsites.More and more artists offering music for free as a sampling effect to encouragebuying music/going to concerts- 50cent-breaking star The Weeknd album Echos ofSilence available free from 21st dec on his website.Streaming and ad based services such as WE7 to combat piracy and still makemoney
Marketing/Distribution and targeting audiencesDigital distribution- Itunes, websites, We7 and Spotify, Sony phonespre-loaded with music, Sony Tablet –youtube- Rebecca BlackFragmented audiences cause problems with traditional marketing forms:Cross media marketing: Sony using Xfactor/Gaming- Guitar Hero PS3,Aerosmith making more money from gaming royalties than record sales.Direct marketing- using profiles of users interests and tastes to marketto them- facebook-we7Mobile marketing: Calvin Harris Bounce/David Getta AppViral Marketing- Cheap, effective and used by majors and indiesSony- AC/DC spreadsheetHuman Records and the Marrakesh Report- young peoples music andHertfordshire report (in booklet- also important for exchange)
Synergy, Convergence and Cross Media Promotion Synergy with Facebook, Youtube, We7, Spotify and other record labels easier for distribution and marketing. Technological Convergence Sony- Hardware/TV/Games and Film
FINAL LESSON>>>>>>>>> Major labels dominant/mainstream, global target mass, wide audiences. Have the benefits of subsidiary labels to cater for a mass and niche audiences Hardware Own distribution through hardware- Sony Tablet, Music Unlimited Software, Mobile phones Cross media promotion through TV/Games and Film Negatives- effected by piracy the demise of EMI as example Pre-release piracy effecting important 4 week sales Challenges by non major artists- Adele (XL recordings) and X Factor backlash (Little Mix failing to get to number 1, facebook campaign Rage against the machine) Growth of independent and audiences making own music not as dominant as once were Independent labels- niche specialist- can use digital media to reach direct audiences, use viral marketing as cheap and quick way to access the audience. Can give away music to build a fanbase (Weeknd). Use technological convergence to distribute and market to fans/audiences, can use synergy with other companies-twitter, facebook. Piracy and not getting paid for music means that new artist may never break through small independent labels will go under.
Structure to use for any exam question:Give yourself50mins to answerthis question: 5mins: Read question, underline the key words. Write a quick plan of the 3 PEES for Sony, 3 PEES for your independent and 2 PEES for audience 5mins: Introduction: What are your case studies- how are they different, what are the key words in the question that you will explore, what are some key changes in the music industry that have effected the issues in the question? 12mins- 3PEEs effect on Sony/Majors (positive/negative) 12mins- 3 PEEs effect on independent Label (positive/negative) 10mins- 2 PEEs effect on audience (positive/negative) 5mins- conclude- what are the lastest developments issues/what is the future?
To get a CWrite at least 2 ½/3 sidesMake points that cover indie labels/audience and SonyHave a range of specific evidence that is beyond general knowledgeUse media terminology frequently and correctlyUnderstand a range of issues and answer the question setHave a brief intro explain your two companies and a conclusion that re-addresses the question setTo get above an CWrite at least 3 ½ sidesCounter argue between indie labels/audience and Sony and compare andevaluate the points that you make (link back to the question)Constantly use a range of contemporary evidence that go beyond classroomteachingAnswer and argue both sides of the question setConstantly use a broad range of media terminologyUse very detailed and specific evidenceUse a case study approach to answer the question, write confidently,concisely and look to the future- what will happen?
Revision Template- Using egs for any QuestionArea Key terms/issues relevant Egs. Sony/Major Egs. Egs. AudienceRelevant to exam to this area Independentquestion LabelProduction
Final Advice:Practice as many of questions in 45/50mins as youcan. The last day you can bring these for marking isWednesdayRead over your evidence, practice terminology-work together to test yourselvesSleep well and eat a good breakfast before theexam!!Exam- in the mobiles- 9.00 friday.TUESDAY- after school revision TV DramaOne to one sessions with Me-Wed after school,Tues P5OVERALL DON’T PANIC AND GOOD LUCK!!!!!!