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Media Studies G322
Section A
Representation & textual analysis
TV Drama
Section B Institution &
Audience Music
industry
Production
Target Audience & Consumption
Major Record Label Independent Label
Distribution & Marketing
Exchange
Major Record Label Independent Label
Independent Label
Dr Rubberfunk
Independent Artist
In Independent Sales
Independent Record Label
Independent Artist Independent Distributor Independent online store
Production Distribution Exhibition/Exchange
Vertical integration is an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a common need.
Horizontal integration is a strategy where a company creates or acquires production units for outputs which are alike - either complementary or competitive. One example would be when a company acquires competitors in the same industry doing the same stage of production for the creation of a monopoly
Recording studios
Vertical Integration
Major Record Label
Distribution companies
Sony retail shops
owns
Columbia /Epic label
Horizontal Integration
Major Record Label
RCA Label Sony music Nashville
Sony Masterworks
owns
Syco (joint -ownership)
Simon Cowell
Major label
1. Sign an artist A&R (Artist & repertoire)2. Write an album & record it3. Give away a track4. Set up an online profile (to get to top of Google search)5. Set up a Facebook page6. Create website7. Plugger gets airtime on Radio 1 (key position -charts)8. Release for digital sale on iTunes9. Album available to purchase in shops
Independents1. Unlike Sony who can source through X-Factor and
Independent has to find an artist –live gigs & events2. Deals are made between the independents –labels &
artists3. Tracks are written and recorded4. DIY –promotion: blogging, Facebook, my space5. Live gigs (play for free)6. Start distributing (go to shops, iTunes)7. Have a launch party 8. Offer free tracks & promote everywhere
Compare & contrast Compare a major with an independent
What are the advantages or disadvantages?What are the differences in ..
-production?-distribution?-exchange?
How do each attract their target audience? (niche or mass?)
How do they compare in their use of digital technology?
What are the effects or benefits of synergy?
Case Studies
Technological Convergence Media Convergence & Synergy
Digital Technology - Internet
Marketing & advertising
PresentShaz Sparks “Red Sky”
-released in 2008
http://www.kmag.co.uk/editorial/news/john-b-releases-red-sky-remix-package.html
Nicki Minaj “Here I am”-released in 2010
Sampled Shaz’s vocals from the original
Issues raised – Illegal downloading, Digital File Sharing, Copyright infringement, Digital Economy Act, Privacy laws, Emi takeover,
In the exam you will need to be prepared to discuss the following in relation to your study of the music industry
1. The issues raised by media ownership
2. The importance of cross media convergence and synergy in production distribution and marketing
3. The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange.
4. The significance of the proliferation of hardware and content for institutions and audiences.
5. The importance of technological convergence for institutions and audiences
6. The issues raised in the targeting of national and local audiences (specifically British) by international or global institutions.
7. The ways in which your own experiences of media consumption illustrate wider patterns of audience behaviour.
The ways in which the candidate’
s own
experience of
media
consumptio
n illustrate
wider
patterns and trends of
audience
behaviour
The importance of
cross media convergence and synergy, in production, marketing and exchange
Issues
raised by media ownership in contemporary media practice
Technologies
that have
been
introduced in
recent
years at the levels of production
, marketing and exchange
The importance of technological convergence for institutions
and audiences
Significance of proliferation in hardware and content for institutions and audiences
Issues
raised in
the targeting of
nationa
l and local
audiences (specifically, British) by
internationa
l and global institutions
Music industry
PRODUCTION
DISTRIBUTION
EXCHANGE EXCHANGE
DISTRIBUTION
PRODUCTION
Majors Independents
Compare and contrast – advantages and disadvantages - similarities and differences
Effects –influences Give specific examples and detailed case studies
EssayDevelop a detailed (1000 word) comparison between Dr Rubberfunk and a Sony /EMI Artist of your choice in terms of how their music is produced, distributed and consumed.
Dr Rubberfunk Vs SONY/EMI Artist
You MUST use the following terminology in your answer-
Manager, A and R, Recording Contract, Recording Studio, Mixing Desk, Apple Mac, Logic, Major, Conglomerate, Independent, Jalapeno Records, Creative Control, Big4, Vertical Integration, Horizontal Integration, Kudos Records, Digital Files, Marketing, Promotion, Plugger, Advertising, Mass, Niche, Audience, Convergence, Synergy, Social Networking, Sound cloud, Twitter, MySpace, Facebook, YouTube, Spotify, iTunes, Last FM,, Download, Streaming, File sharing, CD, Vinyl, Retailers, MP3, Smartphones.
Section 1: Production
Section2: Distribution
Section3: Exchange/Consumption
Consider some of the possible examples for each
area of the questions that may come
up inthe exam
Convergencee.g. ipad =various
media, video, music, email, web, photos, etc.
–Proliferationof hardware
Distribution = advertising e.g.
Internet pop-ups, viral marketing, You-tube clips,
Rebecca BlackFriday – Lily Allen –My
Space
Synergy =Syco-Simon Cowell
X-Factor & Sony relationship
-Madonna & Nicky Minaj-collaboration
Dr Rubber funk-advantages of the
Internet- digital technology –cost
-disadvantages-piracy / illegal downloads & file
sharing
Sony(Big 4-record label)
Conglomerate Oligopoly control over media =horizontally & vertically integrated
EMI –recently bought
By Citigroup 2011 (Universal take over?)
A US finance companyEMI owns Virgin record label
& HMV (vertical Integration)
TechnologiesIn Production = Gorillaz
album “The Fall” produced on the ipad –
Nicky Minaj –sampling Shaz sparks vocals
Target Audience(you!) Current trends of ways that young people
accessing media (e.g. mobiles, internet)