The document discusses different types of independent artists in the music industry, asking who they are, what they have in common, and who the odd one out is. It suggests that they have all found global success despite not being signed to a major record label. However, it does not provide enough information to determine who specifically the people are or who would be considered the odd one out.

1. Who are these people?
What do they all have in common?
Who is the odd one out?

2. Who are these people?
What do they all have in common?
Who is the odd one out?
ALL have had global success despite not being
on a major record label

3. Name three ways that Sony have tried to combat piracy
Give two SPECIFIC examples of how digital technology has helped independent
artists
Give two examples to suggest the Majors are not as dominant as they once were
Name 2 pieces of hardware that Sony own
Give two examples of how digital technology has changed the distribution and
consumption of music
Give three examples of how Sony have used direct, viral and mobile
marketing to target audiences

4. THE MUSIC INDUSTRY
DISTRIBUTION MARKETING, TARGETING
AUDIENCES AND PROMOTION
PRODUCTION
CONSUMPTION
AND EXCHANGE

5. MY INTRODUCTION- 3MINS
Level 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?

6. Exam Question Area: Production
TERMINOLOGY:
EGS:
Digital music production on Q-Base and Logic
Gorillaz –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 digital
Can now be produced on convergent devices such as Ipads and Iphones
Is quicker and cheaper for audiences and unsigned/independent artists to produce music
Can cause problems for Major labels as hacking and pre-release piracy form studios during the
production stage
Audiences as producers- much easier to make music

7. Exam Question Area: Distribution
TERMINOLOGY:
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 for
vertical integration.
Issues with piracy/P2P and pre-release
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.

8. 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

9. 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.

10. MY CONCLUSION- 3MINS
Overall what does the evidence suggest?
Back to the question…………………………
What will be the future?

11. Audience Profile:- Who are they?
How do to they TARGET their audience?

12. One Direction SONY CASE STUDY

13. “Successful media products depend
as much upon marketing and
distribution 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?

14. Issues and overview
Case study audiences-own label
and audiences
Re-cap the key areas
Write and exam answer- with notes 1
hour

15. 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,
Britain's 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 band's 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 (Valentine's 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 there's 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.

16. How do your label-target
audiences?
EVIDENCE!!!!!
20MINS

17. 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 make
own music no need for expensive studios.
Garageband, Logic Pro, Fruit Loops etc
Can cause problems for majors with pre-release piracy and hacking
from studios

18. Consumption and Exchange:
Shift in the ownership of music to access from streaming via Youtube, We7 radio,
Spotify etc- free music/sampling
Portable and personalised music consumption on convergent devices-ipad, Sony
Tablet, Rolly, Iphone 4S
Concerts and gigs still a large part of music consumption and due to music sales
falling (BPI says further 7% this year on last) signing artists to 360 degree deals (red
light company)
More choice and diversity of music available more niche genres
Exchange:
Majors and music stores such as HMV hit hard by piracy- P2P file sharing through
websites.
More and more artists offering music for free as a sampling effect to encourage
buying music/going to concerts- 50cent-breaking star The Weeknd album Echos of
Silence available free from 21st dec on his website.
Streaming and ad based services such as WE7 to combat piracy and still make
money

19. Marketing/Distribution and targeting audiences
Digital distribution- Itunes, websites, We7 and Spotify, Sony phones
pre-loaded with music, Sony Tablet –youtube- Rebecca Black
Fragmented 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 market
to them- facebook-we7
Mobile marketing: Calvin Harris Bounce/David Getta App
Viral Marketing- Cheap, effective and used by majors and indies
Sony- AC/DC spreadsheet
Human Records and the Marrakesh Report- young peoples music and
Hertfordshire report (in booklet- also important for exchange)

20. 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

21. 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.

22. Structure to use for any exam question:
Give yourself
50mins to answer
this 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?

23. To get a C
Write at least 2 ½/3 sides
Make points that cover indie labels/audience and Sony
Have a range of specific evidence that is beyond general knowledge
Use media terminology frequently and correctly
Understand a range of issues and answer the question set
Have a brief intro explain your two companies and a conclusion that re-
addresses the question set
To get above an C
Write at least 3 ½ sides
Counter argue between indie labels/audience and Sony and compare and
evaluate the points that you make (link back to the question)
Constantly use a range of contemporary evidence that go beyond classroom
teaching
Answer and argue both sides of the question set
Constantly use a broad range of media terminology
Use very detailed and specific evidence
Use a case study approach to answer the question, write confidently,
concisely and look to the future- what will happen?

24. Revision Template- Using egs for any Question
Area Key terms/issues relevant Egs. Sony/Major Egs. Egs. Audience
Relevant to exam to this area Independent
question Label
Production

25. Exam question
50 mins:
Read, plan, write………………..

26. Final Advice:
Practice as many of questions in 45/50mins as you
can. The last day you can bring these for marking is
Wednesday
Read over your evidence, practice terminology-
work together to test yourselves
Sleep well and eat a good breakfast before the
exam!!
Exam- in the mobiles- 9.00 friday.
TUESDAY- after school revision TV Drama
One to one sessions with Me-
Wed after school,
Tues P5
OVERALL DON’T PANIC AND GOOD LUCK!!!!!!