This document provides guidance for a written response examining the music industry and its audiences. Candidates should choose a case study to illustrate patterns of production, distribution, marketing and promotion, exchange and consumption in the music industry. The response should discuss topics like cross-media convergence and synergy, marketing strategies of music companies, and how technologies have impacted institutions and audiences. Candidates will be assessed on their understanding of the question, knowledge of the music industry, use of facts and examples from their case study, and ability to make clear arguments using relevant terminology.

1. Section B: Institutions and
Audiences
Topic: Music Industry
45 minutes written response (using a case study)
50 marks

2. Overview
Candidates may cover the following material in their responses to the question:
• The characteristics of cross media convergence and synergy
• How successful is the marketing of products and services in the media area studies
• The success and failures of marketing strategies used by media companies
• How key promotional strategies sell a product/service to an audience
• The significance of cross media and marketing in relation to the media area they have studied
Candidates should be given credit for their knowledge and understanding, illustrated through case
study material, in any of these areas; there is no requirement that they should all be covered
equally.
Candidates will be assessed on their ability to illustrate patterns of production, distribution,
marketing and promotion, exchange and consumption through relevant case study examples and
their own experiences.

3. Exam Topics
• The issues raised by media ownership
• The importance of cross-media convergence and synergy in production,
distribution, and marketing
• The technologies that have been introduced in recent years at the levels of
production, distribution, marketing, and exchange.
• The significance of the proliferation of hardware and content for institutions and
audiences.
• The importance of technological convergence for institutions and audiences
• The issues raised in the targeting of national and local audiences (specifically
British) by international or global institutions.
• The ways in which your own experiences of media consumption illustrate wider
patterns of audience behaviour.

4. Success Criteria Ask yourself…
• Shown excellent understanding of the question by linking my answer back
to the question confidently?
• Shown an excellent knowledge and understanding of the music industry
and its audience?
• Included confident and accurate facts which support my ideas and
opinions?
• Made a clear, confident argument which frequently refers to my case
study?
• Ensured my ideas remain relevant to the question?
• Used frequent confident examples?
• Referred to my own experiences of the music industry?
• Confidently used terminology throughout my answer?

5. Section B – Institutions and Audiences
How is it marked?
• EAA 20 (explanation, argument, analysis)
• EG 20 (use of examples)
• T 10 (use of terminology)

6. Mark Scheme

7. Mark Scheme

8. Mark Scheme