The document discusses the changing relationship between artists and record labels in the modern music industry. With technology making it easier for artists to independently distribute their music online, the role of record labels is becoming less necessary. However, record labels still provide benefits like funding for music production and marketing, widespread distribution, and cross-promotion opportunities. The relationship remains an exchange where artists gain recognition and support while labels profit from their investments.

1. ISSUE IN THE MUSIC
INDUSTRY:
RELATIONSHIP BETWEEN ARTIST AND RECORD
LABELS, AND GETTING A FAIR DEAL

2. There was an article by
Hellienne Lindvall on ‘The
Guardian’ newspaper
about how supporting
copyright is not the same
as opposing freedom of
speech. She was invited as
a representative of ACTA
http://www.guardian.co.uk/music/musicblog/2012/apr/19/copyright-freedom-speech

3. The internet/technology has made the
relationship between record labels and
artists almost unnecessary. Its easier
to be an independent artist
eg. Ed Sheeran, Ludacris

4. LUDACRIS
‘Incognegro’ is the independently released
debut album by American rapper Ludacris. Most
of the tracks were then reused in his major label
debut ‘Back for the first time’

5. ED SHEERAN
• He released his 8th independent extended play ‘No.5 collaborations
project’; with it, Sheeran gained mainstream attention. Three months
later, he was signed to Asylum/Atlantic records.
• Throughout 2010, Sheeran began to be seen by more people over the
internet through YouTube and his fan base grew, with him also getting
credit from ‘The Independent’ newspaper

6. MEGAVIDEO
• Megavideo got shut down due to issues of piracy,
however they are not opening a new company which
allows artist to upload their music and allows
audiences to download it. This gives artists 90%
profit and mega video 10%, this initially cuts out the
need of the record label

7. As technology is improving it is making it easier
for these artists to upload their music on
websites such as YouTube, Megavideo etc. this
allows artists to expand independently, making
their relationship between artists and record
labels unnecessary

8. How Issue Affects…

9. Music production
• Artists signed to a record label have access to
expensive music producing materials.
• Expert vocal training means the artist has a
more professional studio sound.

10. production
• Record labels highly influence the music
produced by artists in order to satisfy certain
audiences.
• This can be seen as an issue because the artist
may not be catering for the audience that they
desire or produce the music that they like.

11. For example
• The artist Pink has not always produced
pop/rock songs, when starting out as an artist
her label saw a niche in the market for a white
female R&B artist.
“My record label wanted me to record my album
a certain way and I wanted to go another way”

12. Both completely different Artist in terms of target audience,
music genre etc. However the relationship between Pink and her
record label made it look as if she was an R&B artist (image,
music) like Kelly Rowland when in fact she was the complete
opposite.

13. Marketing
Marketing for the artist becomes much easier,
• This includes developing and executing ad and
marketing campaigns as well as promoting
and plugging the acts to media.

14. Marketing …
• Record labels can enable for artists music to
be used in movies and adverts, and license
rights to global parties in different markets.

15. Distribution
• Record labels are beneficial in terms of
distribution of music.
• They have the power to easily distribute
your music on the TV, Movies, popular
music stores (HMV)
• Whereas an independent artist mostly
only has access to the internet.

16. Cross media synergy
• If an artists music exists as part of a cross
media synergy it means that it is exposed to
more people, in many different formats.
• An independent artist may not have access to
the means to do this. However record labels
are able to do this very easily.

17. For example:
Beyoncé's song ‘Check on it’ and movie ‘pink
panther’ can be seen as part of a cross media
synergy. Those who watch the movie are
exposed to the song and vice versa. This shows
music and film converging.

19. Exchange
• The artist receives the necessary funds to
produce, market and distribute their material
and also recognition across the professional
industry market, which leads to featuring with
popular artists.

20. Exchange
The record label gains two things:
1. Become well known in the industry for
producing credible artists.
2. They invest in the artist and in return make a
lot of money from the artists.