1. G322 Music Industry Exam Preparation
Step One: Knowledge and Understanding
RAG the areas of the exam that you understand:
Step Two
Understanding and using
terminology
Synergy
Proliferation
Content
Consumption patterns
Hardware

2. G322 Music Industry Exam Preparation
Step Three: Examples and Evidence
Production What are the
traditional ways of
marketing music
This is VITAL artist?
To record Marketing/Promotion
companies What are the ways
particular major and Targeting Audiences that new
labels technology/digital
Who may spend media has
huge budgets on Distribution effected marketing
marketing artists and promotion?
Consumption/Exchange

3. Contemporary Marketing Strategies
AIM Institutions/Owners/Artists want to get their music/products
to the target audience
PROBLEM Fragmented Audiences
Divided/niche specialist
Non-traditional use of the media eg. watching TV etc
SOLUTION Cross Media Promotion
Viral Marketing
Direct Marketing
Mobile Marketing
Online Marketing
Apps

4. Cross Media Promotion/Horizontal Integration
What is it?
Companies using their other media outlets to promote their artists
or
using more than one type of media to promote artists
Sony Example:
TV- Glee/XFactor/Britains Got Talent
Gaming-Aerosmith (signed to Sony) have earnt more money in royalties from
Guitar Hero than from selling albums in the last few years.
My Own Example:
Independent Label Example:

5. Viral Marketing
What is it?
Viral Marketing- using audiences and the internet to spread a marketing
message
Viral marketing is a great talent launching mechanism if done correctly. It
works particularly well for bands and musicians for 2 key reasons
1. Friends trust each others judgment
2. It’s inexpensive
My Own Example:
Independent Label Example:

6. Direct Marketing
What is it?
Direct Marketing-
Needs can be identified and profiles of interest can be compiled to enable them to
targeted with future products
This way concert tickets, merchandise as well as music can be targeted to fans
I Tunes can create a profile of audiences tastes
We7, Last FM, YouTube Facebook all do this.
My Own Example:
Independent Label Example:

7. Mobile Marketing
What is it?
Using Smart phones to target audiences in new and exciting ways.
My Own Example:
Independent Label Example:

8. Apps Marketing
What is it?- using innovitive mobile and tablet applications to
engage and share
Sony Ericsson Xperia handsets on the Orange network
will have access to an exclusive David Guetta app
linked to a Facebook site hosted by the two brands.
The site will feature previews of upcoming tracks,
videos and competitions to meet the DJ and become a
reporter on his facebook page
The companies say their new marketing campaign is
timed to fit in with the release of David Guetta's latest
album, the summer festival season
Independent Label Example:
My Own Example:

9. Collecting Evidence
1) Research your own examples
2) Write a plan for the following exam question
using this evidence
Discuss the issues raised by an institutions need
to target specific audiences within a media
industry you have studied?

11. Homework
Use the Level 4 answer and your notes to write
an answer to this question:
Media Production is dominated by global
institutions which sell their products and
services to national audiences-To what extent
do
you agree with this statement?

12. Next Week
Tues and Thurs sessions after school:
Answering exam questions
Planning exam structure