music industry exam overview

1. G322: AUDIENCES AND
INSTITUTIONS
MUSIC INDUSTRY – 50 MARK ESSAY
QUESTION.

2. THE EXAM
Structure
1. Introduction- Answer the question clearly and concisely.
2. Main Body - Use examples from class and/or your own
independent research to support your argument.
3. Conclusion - restate your argument.

3. THE EXAM
Discuss the ways in which media products are produced and
distributed to audiences within a media area that you have
studied.
 Methods of Production (Traditional vs Digital)
 Physical vs Digital Distribution
 Marketing/Social Media
 Streaming

4. THE EXAM
How important is technological convergence for institutions
and audiences within a media area you have studies
 The development of technologically convergent
technology from 1970s to present day.
 What does it offer audiences?
 Why have institutions developed technologically
convergent technology?

5. THE EXAM
“Media production is dominated by global institutions, which
sell their products and services to national audiences” To
what extent do you agree with this statement
 Major Labels/Big 3 and subsidiaries – Conglomeration,
Vertical and Horizontal Integration.
 Relative success of Independent Labels
 Importance of Distribution.
 New technology threat to Global Institutions

6. THE EXAM
What significance does the continuing development of digital
media technology have for media institutions and
audiences?
 Examples of NMT – Streaming, file sharing, convergent
devices, Digital software, social media etc..
 Significance for audiences?
 Significance for institutions?

7. THE EXAM
Discuss the issues raised by media ownership in the
production and exchange of media texts in your chosen
media area
 Major Vs Indie
 Vertical and Horizontal Integration
 Acess to Distribution, potential for Synergy.
 Scale of success including global vs national success.

8. THE EXAM
“Successful media products depend as much upon
marketing and distribution to a specific audience as they do
upon good production practices.” To what extent do you
agree with this statement in the media area you have studied.
 Importance of Vertical Integration
 Marketing and Promotion.
 Can artists be successful without labels?

9. THE EXAM
To what extent does digital distribution affect the marketing
and consumption of media products in the media area you
have studied?
 Downloading and streaming
 Falling physical sales
 Changing ways in which we consume music
 Social Media

10. THE EXAM
“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 your
chosen media area.
 Examples of cross media convergence and synergy and
why they are successful.
 Examples of success without cross media convergence
and synergy
 Other factors

11. POSSIBLE EXAMPLES
Your own consumption habits
Technological changes since the 1970s
Digital Economy Act arguments for and against
Role of Management and Record Labels
EMI Records
Sony (Vertical and Horizontal Integration)
Ed Sheeran
Sony Acid Pro 7, Pono, Soundcloud, Bandamp
Gorillaz – Plastic Beach (Recorded on iPad)
Esben and The Witch – ‘Pledge Music’
Streaming Services (eg Rdio)
Pure Audio (Blu-ray Audio)
Sony/Universal - Cross Media Convergence Synergy
Your own case studies

12. PRACTICE PAPER
You will have the rest of the lesson to write an essay in
answer to one of the questions.
You may refer to notes but you must not talk to anyone else
in the class.
Your essay will be marked using the OCR exam criteria