2.  Technological convergence is when two or
more technologies come together i.e
mobile phones now have cameras, music,
games and internet.
 Both major artists and independent artists
use technological convergence.
 For example, the iPod is a technological
convergence; a portable device which
merges music and apps.
Technological
convergence

3.  Record labels such as RCA records (Major label), Sony records
(Major label/Conglomerate) and Jalapeno (Independent) use
technological convergence to promote, support and advertise
their artists.
Institutions

4.  Sony Records (Kings of Leon) have a website where consumers
can purchase both physical and digital formats of their artists
music, by paying through PayPal which is a digital online
shopping system.
Institutions (Sony)

5.  Independent record labels such as Jalapeno records
use links on their official website to social networking
websites such as Facebook, Twitter, YouTube and
Tumblr. This helps to promote their artists and their
music, via user sharing e.g. re-tweeting, liking
Facebook posts and status and re-blogging Tumblr
posts.
 Consumers with smart phones can access twitter etc.
through the app stores of the smart phones.
Institutions (jalapeno)

6. Illegal downloads
The use of technological convergence has also increased illegal downloading, as
more and more consumers are finding new ways to download mp3 files online
through various file sharing websites such as limewire and pirate bay.
However in selling vinyl records prevent illegal downloading as some vinyls come
with a free mp3 copy of the file.

8. iPhone
The iPhone uses technological convergence, as apple have
merged the technology of a phone a camera and mp3 player
and a gaming console in one product.
In combining these products they have formed one greater
product all together, which is able to access the internet, send
messages, play games, play music through iTunes, iPod and
YouTube apps on the phone.
The iPhone has increased media consumption through its use of
converging the iPod with the phone, users can download music
straight to the device making it more accessible for the
consumers to listen to music.

9. Media consumption
 Before the development of technology it
was harder for musicians to get there music
known, there was little technological
convergence in the 1970’s, compared to
today. The only way of consuming music
was through vinyl records that where
purchased in a record shop.
 Today music can be purchased as an mp3
file via iTunes or records can be brought
online on websites such as play or Amazon.
 A niche market of consumers still prefer
tangible products for instance old record
(vinyl's) which can still be purchased in old
record stores. Some of these old vinyl's
now come with a free mp3 digital format of
the song as well.