New Media Technology: New Media Technology: The Impact on the Music The Impact on the Music

IndustryIndustryAims:Aims:

To discuss the impact new technology has had on the To discuss the impact new technology has had on the music industry.music industry.

“ “Digital Download Culture”Digital Download Culture”

Historically recent technology that uses the most up Historically recent technology that uses the most up to date digital technologyto date digital technology

New Media Technologies are often New Media Technologies are often a transformations of old media a transformations of old media

Record player MP3Record player MP3

What makes New Media Technology?What makes New Media Technology?

•New media

•Multi Functional

•Generally smaller- compression

•Digital Technology

•More choice- models/brands.

Differences between old and newDifferences between old and new Old MediaOld Media

Mono functionalMono functional Larger sizeLarger size Analogue technologyAnalogue technology Less choice.Less choice.

Convergence technologyConvergence technology

What is convergence technology?What is convergence technology?

Technology that has more than one Technology that has more than one function.function.

A multi platform device.A multi platform device.

The impact of new technologyThe impact of new technology

Early Adopters?Early Adopters?

A marketing term used to describe someone A marketing term used to describe someone who picks up on the latest trends in new who picks up on the latest trends in new technology quickly. They like to have all of the technology quickly. They like to have all of the latest gadgets when they are released and latest gadgets when they are released and show them off to their mates.show them off to their mates.

Technophiles and TechnophobesTechnophiles and Technophobes

Which are you?Which are you?

Napster and the beginning.Napster and the beginning.

1.1. What does peer to peer mean?What does peer to peer mean?2.2. What did Napster allow people to do?What did Napster allow people to do?3.3. What kind of music did Napster make it easier for What kind of music did Napster make it easier for

people to obtain?people to obtain?4.4. How did college networks make this possible?How did college networks make this possible?5.5. Name the two musicians who the article says were Name the two musicians who the article says were

opposed to Napster.opposed to Napster.6.6. What does ‘copyright infringement’ mean?What does ‘copyright infringement’ mean?7.7. What did the district court insist that Napster do or be What did the district court insist that Napster do or be

shut down?shut down?8.8. How long did Napster exist as an illegal service ?How long did Napster exist as an illegal service ?9.9. How did the band Radiohead supposedly use Napster How did the band Radiohead supposedly use Napster

to their advantage?to their advantage?10.10. What have other artists claimed peer to peer sharing What have other artists claimed peer to peer sharing

has done to their careers since 2000?has done to their careers since 2000?

Legal MP3 Downloading in the UK: 2005Legal MP3 Downloading in the UK: 2005

- In 2005, the global market for legal downloads was In 2005, the global market for legal downloads was worth £624 million.worth £624 million.

- 26.4m tracks were legally downloaded in the UK, a 26.4m tracks were legally downloaded in the UK, a 355% increase on 2004.355% increase on 2004.

- Legal downloads were incorporated into the UK Legal downloads were incorporated into the UK singles chart figures for the first time, April 17singles chart figures for the first time, April 17thth 2005 2005

-What was the first No.1 to incorporate both?What was the first No.1 to incorporate both?-““Is this the way to Amarillo”Is this the way to Amarillo” – Tony Christie and Peter – Tony Christie and Peter KayKay

- In 2004 downloads were responsible for 52% of total In 2004 downloads were responsible for 52% of total single sales, in 2005 they accounted for 75%.single sales, in 2005 they accounted for 75%.

-In 2008 downloads were responsible for nearly 90% of In 2008 downloads were responsible for nearly 90% of sales. Many retail outlets no longer stock CD singles.sales. Many retail outlets no longer stock CD singles.

How does Digital Downloading work?How does Digital Downloading work?

To receive electronic data from a remote system, To receive electronic data from a remote system, usually on a computer via a web browserusually on a computer via a web browser

Subscription or “Peer to Peer” file sharing services Subscription or “Peer to Peer” file sharing services (P2P)(P2P)

1st phase of downloading was through peer to peer 1st phase of downloading was through peer to peer networks, breaking copyright lawsnetworks, breaking copyright laws

Anything not paid for is classed as illegalAnything not paid for is classed as illegal

22ndnd phase of downloading – The Online Music Store phase of downloading – The Online Music Store

Per song or subscription basisPer song or subscription basis

Digital downloading took off in a big way in 2003 Digital downloading took off in a big way in 2003 with the launch of iTuneswith the launch of iTunes

What are some of the advantages / What are some of the advantages / disadvantages of Digital Downloading when disadvantages of Digital Downloading when compared to traditional music formats?compared to traditional music formats?

Download SitesDownload SitesWhere do you download from?Where do you download from?

In pairs list as many download sites as you can think In pairs list as many download sites as you can think of, both legal and illegalof, both legal and illegal

A mixture of specialist sites and existing retailers.A mixture of specialist sites and existing retailers.

Napster, where it all beganNapster, where it all began

Established by Shawn Fanning, a 19 year old Established by Shawn Fanning, a 19 year old student in June 1999.student in June 1999.

File sharing network, provided the technology File sharing network, provided the technology to give peer to peer file sharing, Napster itself to give peer to peer file sharing, Napster itself did not own or sell music.did not own or sell music.

In 2000 the band Metallica filed a lawsuit In 2000 the band Metallica filed a lawsuit against Napster when it discovered one of its against Napster when it discovered one of its songs was being passed around that had yet to songs was being passed around that had yet to be released. The lawsuit failed but 300,000 be released. The lawsuit failed but 300,000 Napster users were banned for sharing Metallica Napster users were banned for sharing Metallica MP3s.MP3s.

Madonna and Dr Dre were also outspoken Madonna and Dr Dre were also outspoken against the service.against the service.

Napster continued….Napster continued…. Not all bands were against the service though. Not all bands were against the service though.

Radiohead found a whole new audience before their Radiohead found a whole new audience before their album album ‘Kid A’‘Kid A’ was released in the US as a result of was released in the US as a result of its music being shared.its music being shared.

By Feb.2001 Napster had 26.4 million users By Feb.2001 Napster had 26.4 million users worldwide.worldwide.

March 5March 5thth 2001 an injunction prevented Napster from 2001 an injunction prevented Napster from trading copyrighted music on its networktrading copyrighted music on its network

Shortly after Napster converted to a legal Shortly after Napster converted to a legal subscription service, most of their initial profit went subscription service, most of their initial profit went to pay settlements to the recording industry. They to pay settlements to the recording industry. They now offer legal access to over 2,000,000 tracks.now offer legal access to over 2,000,000 tracks.

Music Consumption SurveyMusic Consumption Survey Survey Task:Survey Task: Create up to 6 questions to ask Create up to 6 questions to ask

people in class and around the sixth form.people in class and around the sixth form.

Word the questions so that they are closed Word the questions so that they are closed questions. questions.

E.g: E.g: ‘Do you illegally download more than ‘Do you illegally download more than once a week’? once a week’? Yes or no?Yes or no?

Ask at least 10 people to answer your questions. Ask at least 10 people to answer your questions. Keep a tally chart in your book.Keep a tally chart in your book.

You then need to create some statistical data You then need to create some statistical data from your findings for analysis. from your findings for analysis.

e.g: e.g: ‘80% said they illegally download once a ‘80% said they illegally download once a week’week’

Downloading… the next generationDownloading… the next generation Feedback your findings to the class.Feedback your findings to the class.

Lets look at the Lets look at the University of Hertfordshire'sUniversity of Hertfordshire's research into research into teenage music consumption.teenage music consumption.

Task: Write down 5 conclusions about teenage music Task: Write down 5 conclusions about teenage music consumption we can come to based on the Hertfordshire data.consumption we can come to based on the Hertfordshire data.

H/W: How has the teenage music market in the UK H/W: How has the teenage music market in the UK changed in the last few years? changed in the last few years?

Write 250 words minimum and include at least 1 graph in your Write 250 words minimum and include at least 1 graph in your analysis.analysis.

Include the Herts data and the BPI findings.Include the Herts data and the BPI findings. Another data source of your finding.Another data source of your finding. Your in class/sixth form survey.Your in class/sixth form survey. Your own personal experiences.Your own personal experiences.

The Virtual RevolutionThe Virtual Revolution Watch this extract for the documentary series Watch this extract for the documentary series

‘‘The Virtual Revolution’The Virtual Revolution’

Make notes on:Make notes on: The origins of peer to peer downloading.The origins of peer to peer downloading. How Napster changed the music industry.How Napster changed the music industry. How the internet has changed the way we consume the How the internet has changed the way we consume the

media in general.media in general. The concept of ‘user generated content’.The concept of ‘user generated content’. The aim of YouTube?The aim of YouTube? How some artists have used sites like YouTube to promote How some artists have used sites like YouTube to promote

themselves?themselves? What effect have user generated sites and on the old record What effect have user generated sites and on the old record

industry model?industry model?

http://www.youtube.com/watch?v=0vyD_wh_Ml0http://www.youtube.com/watch?v=0vyD_wh_Ml0

Illegal Downloading – can it be stopped?Illegal Downloading – can it be stopped?

Illegal file sharing is banned under UK copyright law, Illegal file sharing is banned under UK copyright law, however legal experts claim that the CPS is unlikely to take on however legal experts claim that the CPS is unlikely to take on

the burden of pursuing offenders. the burden of pursuing offenders.

Internet use is extremely difficult to regulate. It is currently Internet use is extremely difficult to regulate. It is currently very difficult to track and prosecute illegal downloading.very difficult to track and prosecute illegal downloading.

.The Hertfordshire data suggests that 63% of teenagers .The Hertfordshire data suggests that 63% of teenagers admit to illegally downloading. However many more probably admit to illegally downloading. However many more probably

do but don’t admit to it.do but don’t admit to it.

In another BBC survey conducted in 2006 only 4 in 10 In another BBC survey conducted in 2006 only 4 in 10 interviewed claimed that they understood the law about illegal interviewed claimed that they understood the law about illegal

downloadingdownloading . .

In the UK the music and film industries are demanding that In the UK the music and film industries are demanding that the European Parliament creates laws to help them prosecute, the European Parliament creates laws to help them prosecute,

companies suggesting this include Sony, BMG, Disney and companies suggesting this include Sony, BMG, Disney and EMI.EMI.

They have requested access to communications data – They have requested access to communications data – records of phone calls, email and surfing. This would treat records of phone calls, email and surfing. This would treat downloader's in the same manner as suspected terrorists.downloader's in the same manner as suspected terrorists.

The British Phonographic Industry (BPI) have so far The British Phonographic Industry (BPI) have so far successfully prosecuted just over 150 downloader's. Half of successfully prosecuted just over 150 downloader's. Half of these paid on average around £6500 to settle out of court.these paid on average around £6500 to settle out of court.

The record industry has criticised internet providers for their The record industry has criticised internet providers for their hands off approach and says that data to prosecute should be hands off approach and says that data to prosecute should be

made more freely available.made more freely available.

The impact on the music industryThe impact on the music industry

What impact has illegal downloading What impact has illegal downloading had on the industry?had on the industry?

Task: Complete the worksheet:’ Task: Complete the worksheet:’ ‘‘Downloading: the issues’Downloading: the issues’

ITunesITunes

Read pages 225 – 226 in your Read pages 225 – 226 in your handbooks and consider the following:handbooks and consider the following:

How does iTunes work?How does iTunes work?

How and why did it start?How and why did it start?

What impact is it having on the record What impact is it having on the record industry?industry?

The Effect on the Retail Market?The Effect on the Retail Market?

What kind of impact has digital What kind of impact has digital downloading had on the retail market?downloading had on the retail market?

What are the advantages for the What are the advantages for the consumer?consumer?

What are the advantages for the What are the advantages for the industry?industry?

What are the disadvantages for the What are the disadvantages for the consumer and audience?consumer and audience?

Proliferation of Formats Proliferation of Formats

The advent of digital media has led to the sudden creation of The advent of digital media has led to the sudden creation of many new music formats available to the average consumer. many new music formats available to the average consumer.

In 2003 there were less than 10 formats available, but by 2007 In 2003 there were less than 10 formats available, but by 2007 there were over 100. there were over 100.

Today a single artist release can be packaged in multiple formats. Today a single artist release can be packaged in multiple formats. Can you name some formats:Can you name some formats:

On line MP3 purchaseOn line MP3 purchase CD singleCD single Vinyl recordsVinyl records Music Video downloadsMusic Video downloads RingtonesRingtones Mobile full tracksMobile full tracks DVD DVD Video gamesVideo games