The document provides an overview of the music industry exam, including aims, assessment, and tips for achieving different grades. It discusses the structure of the industry, dominated by the "big four" major labels (Sony, Warner, Universal, EMI) that control over 70% of sales. Other topics covered include independent labels, integration strategies used by major labels, and how digital technology has impacted industry players and audiences.

1. Music Industry G322 Lesson Aims To understand the key issues involved in this exam. To understand how the music industry operates To understand the ‘big’ four and how they operate as well as the independent labels

2. What is the exam about? How will I be assessed? How can I do well?

3. How do I get a C? Attend every lesson Make detailed notes and complete all homework Have a clear grasp of the issues involved and a sound understanding of a range of key points Use evidence in your answer Use media terminology in your answer Provide an answer relevant to the question set Attend every lesson Make detailed notes and complete all homework Research your own examples and regularly buy/read media guardian to have a range of contemporary evidence Have an excellent grasp of all the key issues Practice several mock questions under timed conditions outside of class time Use media terminology frequently and confidently Clearly address the set question How do I get a A?

4. Where can you get some excellent evidence and examples http://www.guardian.co.uk/music/netmusic http://news.bbc.co.uk/1/hi/technology/default.stm www.IFPI.com http://www.dominorecordco.com/ http://www.musicweek.com/ www.wikipedia.com www.wired.com

6. Sony Music Entertainment EMI Universal Warner Industry Overview The Music Industry is made up of many people from songwriters, producers, artists, managers, marketing, distribution etc. It is a vast industry but is largely controlled by the record companies The music industry is dominated by the ‘big four’ or the music majors:

7. According to an IFPI report published in August 2006 the big four accounted for 71.7% of retail music sales This means that they operate in an oligopoly where a few companies control the market. These companies are designed to reach the maximum audience and therefore will also have subsidiary companies that will deal with niche tastes as well as mainstream . Universal for example also own Verve which are a specialist Jazz music company

8. Other than EMI the majors are Conglomerates this means they are a multi industry company and own other companies that are not part of the music Industry Sony is a major conglomerate- list as many Sony products/companies as you can

9. Other than EMI the majors are conglomerates this means they are a multi industry company and own other companies that are not part of the music industry EG?……………………………………………………….. This makes these companies increasingly dominant. They can also benefit from Horizontal Integration . This is where they can link together their different companies in their portfolio and promote their products Guitar Hero PS3 Guitar Hero Ring Tones on the Sony Ericcson Music Rights Sony International

10. Vertical Integration Vertical integration is the degree to which a firm owns its upstream suppliers and its downstream buyers

11. Synergy Using other companies/outlet to promote artists which are mutually beneficial to both companies. Sales of music through other avenues. Working in partnerships Radio TV New Media Film

12. Independents These companies operate separately from the majors and often specialise in music genres and may cater for niche audiences. Domino is now one of the longest running and most successful independent record labels in the UK. Artists include: The Artic Monkeys and Franz Ferdinand They don’t have the benefits of synergy and etc but offer artists better deals and are more like partnerships

13. Case Study Read the Breakin Bread case Study

14. What is the benefit of being signed to an indie label? What is the benefit of a major?

15. Homework http://www.unsigned.com/ Select and artist and plan your marketing campaign. What record label will you sign then to and why?

16. Next lesson

17. Look at how the ‘digital revolution’ has impacted on the ‘big four’ and the independents and the audience. Who do you think has benefited most from digital production and distribution? Digital technology has shifted power to consumers, and music marketing must evolve from ‘push’ to ‘pull’. Our focus is to embrace this power and become completely consumer focused. By listening to and responding to our consumers and to our artists we aim to unlock the incredible potential for music in the digital environment.”Mark Hodgkinson, Executive Vice President of Global Marketing, EMI Music

18. Music Industry G322 Lesson Aims To understand the effect of digital revolution on the institutions and audiences To look at an exemplar response and how to address the question set

19. Music Industry G322 Terminology Test 6 mins- 6 words- offer an example if you can Vertical Integration Oligopoly The 4 Majors Synergy Horizontal Integration Niche Audiences

20. The different strands Production Distribution Exhibition Consumption Look at the effect on the institutions Look at exemplar answer and mark it.

21. Music Industry G322 Terminology Test 6 mins- 6 words- offer an example if you can Vertical Integration Oligopoly The 4 Majors Synergy Horizontal Integration Niche Audiences