1. A2 Media Studies
The Music Industry
In what ways might your three texts be considered global?

2.  Due to the platform developed through Destiny’s Child, Beyonce has been globally
relevant for many years. This is helped by being signed to Sony, a major label who have
the financial clout to market her internationally.
 Huge recent tour spanning a vast number of countries across the world, offering a
lucrative way to make money lost through record sales. This has been supported by
various media appearances in different countries and across different platforms.
 Her most recent, self-titled album went to No.1 in more than 100 countries, developing
her brand across the world. Might be suggested that her Glastonbury 2011 headline slot
was a key ‘crossover’ point, developing her appeal more broadly, and more globally.

3.  Film appearances – Dreamgirls and Austin Powers - though very different were both
successful internationally. The contrasting roles she played in these texts reflect just two
of her personas - serious diva and playful girl next door. It’s also no coincidence that both
of these films were partly funded by Sony , a good example of ‘synergy’ in action.
 Various brands, most recently O2, H&M and Pepsi have acknowledged her global appeal
by making her the focus of their advertising campaigns.
 Global, cultural impact – heavily involved in Obama’s (relatively) recent re-election. Her
global ‘pull’ is that she is in demand by all, as they understand that she is universally and
internationally loved.

4.  Although the Internet, and My Space specifically, was integral to their early success, it’s
only in recent years that AM might be considered global. For this question you would
also get marks for saying how your texts are NOT global, if that’s relevant.
 Explain how their initial persona was one that was tied in with northern working class
life, not an image that was necessarily going to resonate with a worldwide audience –
analyse an early video or NME cover to show this. It’s also worth noting that Domino
(their record label) have less ‘financial muscle’, so have had to develop their global
presence slowly.
 Explain how, like Beyonce, live performances have been integral. However, rather than
developing a visual spectacle, they have cemented the idea of the band as credible and
artistically defined.

5.  The Glastonbury 2007 and 2013 headline spots were important, as they provided a
‘springboard’ to international success. The band initially toured with the likes of The
Black Keys in America, but are not able to sell-out areas on their own.
 In recent years, the band have become more orientated around America – clearly
understand that cracking USA is the most fundamental element of becoming global. Look
at change of image, videos recorded in US, international magazine appearances etc.
 Overall, the band could certainly be considered global, just not in the same omnipotent
manner as Beyonce.

6.  LDR might be seen as an amalgam of Beyonce and Arctic Monkeys – she has tried to
develop a credible ‘indie’ persona whilst also being signed to a major label. These two
factors put together have enabled her to become global very quickly. Although there
has been a backlash in some quarters, she is still an internationally recognised star.
 Toured much less than the other two, but has become global through the power of the
Internet – discuss the importance of globally read ‘tastemakers’ such as Pitchfork. Such
sites are popular internationally, meaning a positive review is extremely valuable.
 Mention music videos and analyse ‘Video Games’ – essentially a three and a half
minute advertisement embodying all of her core values. It’s interesting that LDR’s image
is specifically entwined with America – failure of American Dream, lost Hollywood
glamour etc. This is also seen in her most-recent video, ‘West Coast’. The international
fascination with US culture means that such a persona is marketable across the world.

7.  International Awards - won Best International Female BRIT in 2013 after winning Best
International Newcomer in 2012 – certainly seems to have captivated a British
audience. This is important, as the UK still accounts for a surprisingly high percentage of
worldwide music sales. She’s also won an Ivor Novello and MTV Europe Music Award.
 Endorsements – Jaguar, H&M. Both brands have obviously recognised her as a highly-
marketable star who is able to transcend geographical background..