2. PRODUCTION STRATEGIES.
• There are 3 main types of establishments artists can be linked to this includes a major label ,
independent and an artist self-produced however all 3 elements use music videos in various ways but it
still carries out a significant function.
What is a Major Label?
The major labels that heavily dominate the
music industry are EMI, Universal, Warner Bros
and Sony music. The fundamental role of a
major label is to ensure that the music video
has a high rate of presence among the
public. Major labels also display their music
videos among popular online sources such as
YouTube.
What is a Independent Label ?
An independent record label is a record label
operating without the funding of an outside
organizations of a major record label and usually
don’t have the support that majors do for the
advertisement aspect of their music videos
however focus more on the artistic methods of
their music videos to ensure it reaches the best of
its visual ability in terms of creative and technical
elements. Independents also heavily rely on the
effects of the advancement of the internet.
3. WHAT A MAJOR RECORD LABEL
CONSISTS OF ?
Features and elements:
Major
Labels
Backed by
conglomerates
Major labels implement large
budgets for promotional
materials including releasing
albums and music videos
Mainstream artists are
usually involved within
major labels . They are also
commonly positioned high
within the charts and sell
millions of records
They own smaller
subsidiary of companies
not only does this reach
out to a variety of
audiences but it also helps
to cover numerous other
genres
The process of being able to have
control in the manufacturing ,
promotion and distributing the
multiple artists under their contract
Major labels mainly
focus on the genres of
R&B and POP music
Structure of Major Labels
4. UNIVERSAL FACT FILE.• Founded in 1934
• US based in California although they have numerous offices worldwide
• Chairman of Universal Music Group is Lucian Grainge
• The feature of having both French (Vivendi)and most significantly global
conglomerates.
• Catering to global markets
This is highly beneficial not only to the artist but to the company as it allows
various audiences to have a variety of differing genres to choose from creating
the expansion of the awareness of the companies artists and music projects . This
serves economic interests to the company as they receive excessive revenue.
• Largest music company out of the 3 major labels that exist
• Along with SONY Music Entertainment(SME) , universal founded VEVO the
online video hosting site in which launched in December 2009
• Universal includes small companies of subsidiary's including Def Jam , Island
Records and Meccury Records.
• In September 2012 EMI was sold to Universal on the terms that both the US
and European federal trade commissions approved it
Some Of The
Artist Under
Universal:
5. SONY MUSIC.
• Founded in 1929
• Initially started under the name American Record Cooperation
(ARC)
• Headquarters in New York as well has having numerous other offices
located across the globe
• Along with Universal record label they own the online site VEVO
• SONY also creates games , electrical goods and movies.
The convergence between artists music featuring in major movies
helps to vastly increase profits as income will divert straight back to the
company from both the soundtrack and the movie itself.
• Majority of their consumer goods such as MP3’s have two main
advantages such as downloading music and listening to it
• Sony have a number of different labels including Columbia , epic
and RCA.
Some Of The Artist Under Sony: Chris Brown ,
One Direction And Alicia Keys
6. EMI
• Headquarters in London , England
• The founded of EMI companies is Emile Berliner was the inventor of the
world famous gramophone
• In terms of independent labels and artists it helps them with their global
development in terms of marketing and promotional business
• 1945- EMI introduced the first vinyl
• 1950’s – Major artists emerged such as Elvis Preserly & Cliff Richard
• Vertically integrated with Universal Music Group in 2011
• Multiple deals with Walt Disney movie of releasing their soundtracks such
as Hannah Montana , High School Musical and Toy Story
• Key Artist: Beatles , Coldplay and rolling stones
7. MARKET SHARE
Research into the changing patters of
ownership between both independent and
major labels proves to be a constant one
towards slight increase mainly for
independent labels.
Displayed within 2008 with Universal taking
the major stance of ownership of the music
industry closely approaching was the
independent labels. This evidence explains
that the independence have the power to
potentially dominate ownership this is
displayed through evidence such as the
achievements of artists such as Macklemore
and Adele who have won awards as well as
selling millions of records without the support
from a major.
However in 2013 the trend is seen to have
dropped with Sony slightly passing the
independence. Despite this independent
labels have seemed to have surpassed
major labels such as the Warner Bros.
8. XL RECORDINGS
An example of a independent label:
• Founded by Tim Palmer and Richard Russell in 1989
• XL Records is a UK based company
• Initially this company focused on releasing music of two main genres , dance and rave
music – this later broadens to a variety of different genres
• Highly known by its artist Adele with success in terms of multiple Grammys
• Strong belief in the creative freedom of the artist as well as playing a vital role in making
business decisions
Some Of The Artist Under XL recordings : Dizzee
Rascal , MIA & Tyler The Creator
9. INDEPENDENT LABEL :
Independent
Labels Usually specialise in a single genre
Run by
enthusiastic or
musicians
They have
been
prominent
since the
1940s/50’s
Rarely include
publishing and
manufacturing
Continuous
emergence of new
media operations
Range between being
home based or profitable
large businesses
Due to being
run by fewer
people it allows
the label to
work closely
with artists
Maintain the
wishes of the artists
creative vision
Elements & Features:
10. INDEPENDENT LABELS
AND NEW TECHNOLOGY.
• Technology has had a significant impact on independent labels as well as being highly
beneficial for the promotion of artists. Due tot the quick development of the web 2.0 the
internet has drawn in the masses to active use of the internet and this has reflected in the
numerous amounts of individuals on social networking sites including Twitter , Facebook ,
Integra and Snapchat. This assists independent labels to push their artists though the use
of this media platform in terms of promotion and distribution. In terms of promotion and
new technology artists can consistently promote their new singles or possible musical
projects through various social media sites where their followers and fans can gain
awareness and has the further advantage of particular individuals spreading the word to
peers. The distribution access is through sites such as iTunes and sound cloud where
audiences can buy and download music from these independent artists and also relying
on the idea of advancement of technology is the fact that such media platforms can be
accessed through Smartphone's.
An example of the successes of new technology
stem from one of XL Recordings artists Adele.
She was discovered through the placing of her
music on MySpace which gravitated her closer to
the recognition as well as gaining attention from the
music industry. Adele has now go on to global
success winning 10 Grammys.
11. CASE STUDY: MUSIC VIDEO DIRECTOR –
HYPE WILLIAMS
Trademarks & Styles:
Hype Williams instilled numerous creative
technical elements in to the construction of his
music videos that allow him to stand out , these
include:
*Fisheyelense – Example- Busta Rhymes Gimme
Some More
*Wide Screen Ratio- Beyoncé – Check On It
_
Wide screen ratio Is used by hype
Williams however extended
further through the use of the
second shot being split and
placed both at the top and
bottom of the screen.
Born Harold
Williams In
Queens New
York.
Hype Williams began to become fond of his
creative & artistic talents through tagging
numerous billboards , shop fronts and
playgrounds with a street name in which he
developed himself with -‘HYPE’. From this his
career began to prosper as he later begun
working for a record company and now has
worked for a variety of artists including Coldplay
, Kanye West . Beyoncé , 2PAC and Nicki Minaj.
Williams has won countless awards including BET
Awards , MTV awards and Billboard Music Video
Award.
Hype Williams has 3 music videos out of 10 that
are positioned on the list of the most expensive
videos to make with Bust Rhymes ‘What's It
Gonna Be’ at a costly sum of $4Million.
12. MONEY SPENT ON MUSIC VIDEOS?
• Based on research it is clear that the price
of music videos continues to fluctuate and
this is mainly based on whether if the artist or
band have to pay for their production of a
music video or if costs are determined my
major labels in which a fair as well as
appropriate budget is set.
• Average amount spent on music videos
range from $200,000 – $500,000.
The costs are usually distributed among:
• Producers
• Directors
• Camera operators
• Wardrobe
• Actors
• Extras
• City permits
• Editor
• Location fees
• Camera equipment rental
The most expensive music video made is
Michael Jackson and his sister Janet
Jackson in the song entitled scream.
Initially this music video was allocated the
large budget of $7 million in 1995. This
video consists of a set that focuses on a
computer generated spaceship theme
with perfected chorography between the
two artists. The budget majorly increased
to the ending sum of $10 Million.
The set as well as lighting were the most
costly factors
Michael Jackson Ft Janet Jackson – Scream
-Directed By : Mark Romanek
13. MAJOR OR INDEPENDENT LABEL FOR
MY MEDIA PRODUCT?
I think I my media product would do well under a major label for numerous reasons:
• The popular fact that majors mainly focus on both Pop and R&B music – My music video falls
under the R&B genre
• Also based on the large sums of financial assistance provided for all promotional platforms this
will generally help in the concluding successes of sales of all my promotional products.
• Also based on my target audiences both being aspires and mainstreamers they both focus on
idealising what is current and mainstream and therefore these types of artist are associated
with major labels who frequently do well within the charts and I hope to project this particular
same star image for my artist.
• Universal will be my focal choice due to colossal control they withhold over the ownership of
the music industry
