3. Cross media convergence
• Cross media convergence is when companies come together to
deliver a product on a variety of media outlets.
• Web 2.0 and the impact of convergence technology. The webs global
reach- ‘democratising’ the music industry.
• Viral marketing of artists on Youtube.
• The early impact of Apple- ITunes and IPods.
• Smartphone apps such as Soundcloud to market directly.
• Ed Sheeran and any other music artists who have used social media
to market themselves.
• Spotify and streaming- industry trying to combat downloading. Little
revenue for artists though.
• Death of physical sales- HMV closing.
• Cross media more difficult to apply to music as it is not a tangible or
visual product like print or film.
4. Synergy
• When two or more brands come together to promote a specific
event or product together, thus broadening their audience by
reaching the audience of their partner brands as well as their own
audience.
• Artist and branding merchandise- Dr Dre Beats headphones with
Monster…..any others?
• Music used in films-Adele and the Bond franchise….but signed to
indie label XL.
• Radiohead and XL- leaving EMI for musical/artistic reasons.
• ITV and Syco Music (Sony)- promote X-Factor artists.
• Universal own Def Jam- business synergy- clothing, TV, film. Universal
also own Vevo, the Youtube channel.
• Music used in video games and advertising….examples?
• Artists and corporate sponsorship- Beyonce and Pepsi….any others?
• The Industry is trying to think of inventive ways to develop revenue
when people are not buying music.
5. The 4 main areas
• Production:
• How music is made using technology- Marx and the means of production.
• Affordable and easy to use software and hardware- Macbook and Garageband.
• ‘The bedroom producer- myth or reality.
• Multi national ownership- oligopolies and vertical integration.
• Independent labels- artist freedom. More innovative music.
• Streaming- little revenue for artists- exploited again
• Role of reality talent shows.
• Distribution platforms:
• Web 2.0 and the impact of convergence technology. The webs global reach- ‘democratising’
the music industry.
• Streaming and 4G wi-fi- mass usage of tablets and smartphones.
• Pre web 2.0 formats – wax cylinders to CD.
• Initial impact of web 2.0- MP3 downloads
• User generated sites- YouTube and Vevo
• Licensing music to video gaming, advertising and films- cross media convergence
6. • Marketing:
• Traditional role of A&R and record company (radio airplay, music videos, gigs etc)
• Use of social media- Twitter, Facebook and Tumblr, Ed Sheeran and other music artists.
Cross media convergence.
• Creation of bespoke artist apps.
• Genre specific user generated sites- SBTV
• Online campaigns- anti X factor
• Synergy- artist and branding merchandise- Dr Dre Beats headphones, ITV and Syco Music
(Sony)- promote X-Factor artists.
• Exchange/Exhibition:
• Initial impact of illegal downloading- Napster and peer to peer sharing
• Digital Rights bill in the UK- government and ISPs get involved.
• Online music buying- ITunes and the IPod
• Physical CD sales- Amazon v high street retailers like HMV
• Vinyl renaissance- retro ‘hipster’ marketing
• Streaming- industry trying to combat downloading- success of Spotify.
• Differences in consumption by age and genre. Pop and urban v Rock.
7. January 2012
• To what extent does
digital distribution affect
the marketing and
consumption of media
products in music.
9. Planning
• In groups plan an answer to this question:
• Look at your notes on the 4 main areas and
revise.
• You are going to do the essay in 45 minutes,
CLOSED BOOK…
10. June 2012
• “Cross media convergence and synergy are
vital processes in the successful marketing of
media products to audiences.” To what extent
do you agree with this statement in relation
to music?
• Write an intro to this question in pairs.
