Music Consumption essays: Conclusions… • How has the music market in the UK changed in the last few years? • What were some of our main conclusions from your music market analysis? • Read with partner. • 14-25 year olds rarely buy CDs. Record shops are no longer used to buy music. • A great majority will only download illegally. • Many now listen to music via a phone. • Downloading is preferable to streaming. • The music industry is attempting to do everything in its immense power to prevent consumers from illegally downloading…...
Transcript
Music Consumption essays: Conclusions…
• How has the music market in the UK changed in the last few years?
• What were some of our main conclusions from your music market analysis?
• Read with partner.
• 14-25 year olds rarely buy CDs. Record shops are no longer used to buy music.
• A great majority will only download illegally.• Many now listen to music via a phone.• Downloading is preferable to streaming.• The music industry is attempting to do everything in its immense
power to prevent consumers from illegally downloading…...
Music Consumption essays- Peer assess
• How has the music market in the UK changed in the last few years?
• In pairs read over your essays and peer assess with the mark scheme.
RecapWrite down one comment for and one against the following statement:
Big multi national companies are beneficial to the music industry…
Question to discuss:If 14-25 year olds are no longer buying music then why do the BRIT awards still take place?
Music Industry and the artist
Aim: to develop an understanding of how 21st century artists are using new
media technology to market themselves.
A & R• A&R stands for artist and repertoire. It is the division of the
record label that attempts to discover and then manage/market new talent.
• Task: Discuss: what are the ways in which a new music artist can be promoted and marketed by a record company’s A&R.
• Radio airplay• Live performances/tours• Press interviews • Promotional videos• TV appearances• The social media• Music Websites• Played on adverts• Film soundtracks• Word of mouth (not something the industry can control)
The future of A&R?• Watch the ‘Virtual Revolution’ clip on Master
Shortie.• p://www.youtube.com/watch?v=0vyD_wh_Ml0
• What can we conclude about the music industry and A&R in finding and managing new talent?
• Will A&R soon become extinct?• Do young artists still need record labels and the backing
of the industry?
• How much more of an influence will TV reality talent shows have?
• How influential and important is the internet in discovering and promoting new talent?
A & R continued
• In recent years some artists have embraced the internet to promote themselves. Why?
• Exposure - Potential to be seen or heard by millions.• Directness - Cuts out the record industry - no auditions
demos, concert performances.• Cheaper – You can make your own music and even
your own video very cheaply without a record company's financial help.
• Freedom – Allows you to express yourself in the way you want.
Case Study: Ed Sheeran• Watch this clip:• http://www.youtube.com/watch?v=UAWcs5H-qgQ&ob=av3e
• Ed Sheeran is 21st century example of how the internet can raise the profile of a music artist.
• Questions:• What does the article suggest about Sheeran’s success?• What does he and the journalist say about his image?• What marketing methods has he used?• What does the article say about music genres?• How has he used the social media?
• Starter: feedback to you partner on the article.
• Down-to-earth, modest, “not exactly boy band material” (could be part of his appeal), success came about as a result of “relentless gigging” after dropping out of school at 16 – he has slowly built his fan base
• An entrepreneur- business minded.• Acoustic artist – a “troubadour” who tells stories in his songs.• Used social media (e.g. Twitter, Facebook) to promote himself – had
27m YouTube hits.• Collaboration with grime artists (e.g. Sway) – broadening his appeal.• Can produce and promote a song (or album) very cheaply – “a grand
to put 8 songs together”.• A crossover artist who appeals to lots of demographics and will get
played on lots of different radio stations.
Presentation:
In your groups decide on an artist/group you want to do a seminar presentation on.
Look at sheet and discuss.
H/W
• Read, highlight/annotate the section in the BPI findings- ‘Music leads the charge in Digital Innovation’ (4 pages).
• Summarise into 8-10 important points.
Do now
• Read each others summary of the BPI findings- ‘Music leads the charge in Digital Innovation’.
• Feedback on the board
Discuss: Think of any media you have created:
-How did you make it?
-How did you get it seen or heard?
Starter
Music Production and Web 2.0
• Aims: to define Karl Marx’s theory of ‘the means of production’ and apply it to music production in the 21st century.
Recap- How have Ed Sheeran and Master Shortie used web 2.0?
Ed Sheeran:He posted his music online.
Shooting his own video and uploading to YouTube.
Communicating directly with his fans via Twitter and Facebook.
However he also used traditional methods like extensive gigging.
Master Shortie:Used the internet to promote himself- own website.
Shoots and edits own videos and uploads.
However one has gone onto big success whilst the other hasn’t. Why?
Because Ed Sheeran had more help from his record company and because he played live extensively?
• Resources (e.g. technology) actually needed for the production of goods and services.
• What is meant by the ‘dominant ideology’?
• Ideas that reflect the interests of the dominant group in society. Marx believed that this dominant group were the middle/upper classes. Today we can extend that to the white, male, hetrosexual middle classes.
• Marx also believed that the control one class has over the means of production includes not only the production of manufactured goods but also the production of ideas…..
• What ideas have been produced through Web 2.0?
• That we don’t need to buy music anymore!!!!!!
So would Marx have been for or againstmulti national ownership of the music
industry?
Essay Title: To what extent would Marx have disagreed with multi national ownership of the music industry ? Discuss.
Plan your answer and consider:
Multi-national companies Record labels and A&R.Artists marketing and use of web 2.0.Downloading culture14-25 year old music consumption data.Comparisons with how the music industry use to work.
“It’s a trend…about a new democracy of ideas and information, about changing notions of authority, about the releasing of individual creativity” Alan Rusbridger, Editor-in-chief of The Guardian
Historical Example: Lily Allen and MySpace
• It has been claimed that pop artist Lily Allen’s fame is also due in part to her being promoted on MySpace.
• In response to an interview question "The way it's been portrayed in the media, is that you were almost like discovered by MySpace; how accurate is that?" Allen responded "Not accurate at all, I had a record deal before I set up my MySpace account so, erm, that ... couldn't really be further from the truth."
• Nevertheless, Allen's work was widely circulated and gained popularity due to her MySpace profile.
• Allen’s success reflects the ‘digital zeitgeist’ of her fans and is perhaps a benchmark for the future whereby artists can cut out the record industry A&R completely.
Homework
• For a musical artist of your choice write 1/2 side of A4 introducing them and how they have been marketed:– Using traditional marketing?– Or non-traditional marketing?– Or a combination of both?
Case Study - MySpace and ‘user generated content’
MySpace is a social networking site.
It specialises in ‘user generated content’. What does this mean?
Initially it began as version of MSN, wherebypeople could simply chat to each other.
It has now become a forum for debate, a promotionalspace to promote whatever product/service you have, or aplace where you can post photos/messages etc.
My Space has been bought out by Rupert Murdoch’s News Corporation.
However, it is widely recognised that its popularity is declining – what sites have replaced it?
iTunes
From your won knowledge and experience and from the article on wikispaces:
- How does iTunes work?
- How and why did it start?
- What impact is it having on the record industry?
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