This case study examines the record labels Universal Music Group and Cooking Vinyl. It involves researching each label's history, operations, and strategies for combating issues like piracy. The document outlines several topics to research and discuss, including the labels' vertical and horizontal integration, websites, responses to unauthorized sharing, and the impact of new technologies. It also asks how consumer behaviors relate to wider trends and compares the labels' challenges to those faced by a film company like Disney. The case study is expected to take 5-10 hours and result in a 5+ page paper with supporting articles.

2. Create a family tree for each of the labels and describe the difference. So, if you were first looking at Universal, it would be at the top of the tree, followed by some of its direct subsidiaries and then followed by subsidiaries or those subsidiaries and so on.

3. Discuss vertical and horizontal integration for each.

4. Looking at their website, what types of offers does it have? Describe some of the information about the site. Where on this site do you suppose you are going to find the most helpful information for this unit?

5. Give a history of the Label, where did it start? Where did go? Where is it now? Where is it headed?

6. How does vertical integration and horizontal integration work for this label? How important is cross media convergence and synergy in production, distribution and marketing. It may be a good idea to use an album to illustrate this.

7. How have these labels combated music ownership issues (illegal download, YouTube streaming, file sharing, etc.). What has YouTube done to correct this ‘in justice’? Search for articles about this on their site, through google, news resources, etc. The more info you find relating to this the better off you’ll be for the exam. You should find at least 3 different articles and summarise the importance of them. Also, don’t just settle for the first article you find, the more directly linked an article is, the better.

8. What impact has file sharing had on the music industry, thinking about these two labels in particular? Again, look for 3 articles or so that link to this; they will be older articles as the fight started about 5-10 years ago.

9. How significant is the proliferation (you should know what this term means) of hardware (iPods, PC, mp3 player, CD player, etc.) for both of these institutions and for the audiences they are trying to attract? How has the record industry changed? What is the importance of technological convergence for these two institutions as well as their audience?

10. What sorts of issues are raised in the targeting of national and local audiences (specifically, British) by international and global institutions? In this question you may focus on Universal Music Group as it is a global institution. You may also find something interesting from Cooking Vinyl so do take the time to search. (You may find some general information on this, statistics, news, articles, etc.)

11. How do your own experiences of media consumption illustrate wider patterns and trends of audience behavior? Use the information you collected to give thorough answer to this question.

12. Choose a film company like Disney. Describe how this institution deals with the same issues as you have talked about above. This will involve some research but does not have to be quite as in-depth. Make sure to touch on each of the questions above.