1. Questions to Practice
Discuss how the labels you have studied appeal to their target audiences?
How far has technology changed the way that music is marketed and
promoted for the companies that you have studied.
What are the positive and negative effects of new technology for the labels
and audiences you have studied?
How does the type of record label effect the products that are produced and
marketed with the labels you have studied.

2. G322 Music Industry Exam Preparation
Terminology TEST
Consumption
Synergy
Level 3:
Cross Media Promotion Define at least 3 of the
following terms.
Proliferation
Level 4:
Ownership Add an example for each
one.
Convergence
Sampling effect

3. Piracy Re-Cap
Write a PEE about how SONY combat piracy
P One way that Sony have tried to combat the
negative effects of piracy is by………………
E
E This allows them to……………………

4. G322 Music Industry Exam Preparation
By the end of the To what extent does digital distribution affect the
lesson I will be marketing and consumption of media products in the
able to: media area you have studied?
Production What are the
traditional ways of
This is VITAL marketing music
To record
companies
Marketing/Promotion artist?
particular major What are the ways
labels and Targeting Audiences that new
Who may spend technology/digital
huge budgets on Distribution media has effected
marketing artists marketing and
promotion?
Consumption/Exchange

5. Contemporary Marketing Strategies
AIM Institutions/Owners/Artists want to get their music/products
to the target audience
PROBLEM Fragmented Audiences
Divided/niche specialist
Non-traditional use of the media eg. watching TV etc
SOLUTION Cross Media Promotion
Viral Marketing/Online Marketing
Direct Marketing
Mobile Marketing
Apps and use of new technology

6. CROSS MEDIA PROMOTION/Horizontal Integration
CROSS MEDIA PROMOTION-using more than one type of media to promote
artists. For example 1Directions songs performed on Glee (music and TV)
HORIZONTAL INTEGRATION
Companies using their other media outlets THEY OWN to promote their artists
Aerosmith (signed to Sony) have earnt more money in royalties
from Guitar Hero on PS3 than from selling albums in the last few
years
Sony Example:
Independent Label Example
:

7. Viral Marketing
What is it?
Viral Marketing- using audiences and the internet to spread a marketing
message
Viral marketing is a great talent launching mechanism if done correctly. It
works particularly well for bands and musicians for 2 key reasons
1. Friends trust each others judgment
2. It’s inexpensive
Sony Example:
Independent Label Example:

8. Direct Marketing
What is it?
Direct Marketing-
Needs can be identified and profiles of interest can be compiled to enable them to
targeted with future products
This way concert tickets, merchandise as well as music can be targeted to fans
I Tunes can create a profile of audiences tastes
We7, Last FM, YouTube Facebook all do this.
Sony Example:
Independent Label Example:

9. Mobile Marketing
What is it?
Using Smart phones to target audiences such as apps and augmented
reality
Sony Example:
Independent Label Example:

10. Apps Marketing
What is it?- using innovitive mobile and tablet applications to
engage and share
Sony Ericsson Xperia handsets on the Orange network will have access to an
exclusive David Guetta app linked to a Facebook site hosted by the two brands.
The site will feature previews of upcoming tracks, videos and competitions to
meet the DJ and become a reporter on his Facebook page
The companies say their new marketing campaign is timed to fit in with the
release of David Guetta's latest album, the summer festival season
Independent Label Example:
Sony Own Example:

11. Collecting Evidence
EVIDENCE CHALLENGE
You will have 10mins at each station
1. Contemporary evidence
2. Independent Label research
3. Twitter terminology desk
4. Planning an answer to the question

13. Collecting Evidence
Write a plan for the following exam question
using this evidence
To what extent does digital distribution affect
the marketing and consumption of media
products in the media area you have studied?