The proliferation of hardware and content for music has significantly impacted both institutions and audiences. Record labels have had to adapt to new platforms like Spotify and YouTube for content distribution, while also utilizing online marketing strategies. Audiences now expect to access music through various devices and formats, from streaming to downloads. Both labels and audiences have seen positives like more choice of content and platforms, while also negatives such as issues with piracy. The changes have revolutionized how music is both produced and marketed in the digital age.

1. The significance of
proliferation in
hardware and content
for institutionsand
audiences
LO: To highlight the effect of the increase in
hardware and content for music labels and
audiences

2. Bulleted
Area
The significance of proliferation in
hardware and content for
institutions and audiences

3. What is
Proliferation?
The rapid increase in the number or
amount of something.

4. The
question
This question is about discussing the
different ways that you can now consume
music:
• Streaming
• Downloading
• Online/Digital Radio
• CDs and Records
• Others?
The devices used:
• Increase in convergent devices
And how content has changed (also
considering the format):
• Rise of the mp3
• Increase in videos
• Others?

5. Relating to
Institutions
It is also about highlighting the impact
this has on institutions (music labels):
• Changing from traditional methods of
distribution
• Ensuring they are capitalizing on new
platforms such as Spotify, iTunes and
YouTube
• Ensuring artists success through online
marketing strategies
• Tackling issues such as piracy
• Finding new ways to make money
(changing contracts)

6. Changing
Content
The formats used have now been
revolutionized from the traditional methods
Audiences now expect content to be
available through the devices they use.
How does this impact audiences?
How does this impact on the labels?
Provide examples that link to the record
labels
Labels have to ensure they are linking their
music with the platforms audiences use .
Provide examples that link to the record
labels
Stepping away from the mp3 what
other digital content do we see?

7. Positives for
Audiences

8. Negatives
for
Audiences

9. Positives for
Institutions

10. Negatives
for
Institutions

11. How has
marketing
changed
Consider the different approaches to online
marketing and how this is different to the
traditional methods.
What are the new ways music is
marketed?
How does this effect audiences?
Is it still a one way process?

12. Exchange
With content changing this has had a
knock on effect on the devices used
to access it?
What are some examples of the
devices used?

13. New
Hardware
in Music
Production
This has made it cheaper to create
recording studios as digital recording is
cheaper (Especially beneficial to the indies
and those DIY musicians).
It is now cheaper than ever before for
people to make their own music videos as
high quality cameras are so cheap.
The devices used have completely changed
and audiences now rely on convergent
devices to access music (Sony produce
these devices because the are vertically
integrated).

14. Planning a
Response
 Introduction
 Highlight the changes in devices used
 Highlight how this has changed the
content (refer to formats and then
platforms such as Spotify)
 How does this impact upon the labels?
 How has the proliferation in hardware
changed how music is marketed? (cross
media convergence and synergy)
 How does this impact on audiences? Are
they more involved in the process (viral
marketing for example)?
 Do traditional methods of distribution
and marketing still exist
 Conclusion