- Ownership –
Big 3, independent labels, DIY artists
Democratization of music/media; power given to audience
Technology companies have taken over control of distribution - Cross Media Convergence / Synergy –
Multiple ways to “sell” music
Star image is a marketing commodity, can be sold
Synergy is about mutual benefit - Technology –
Flexibility and versatility; can be used any time any place
Interactivity and engagement is more encouraged
Streaming and downloading is much more available - Proliferation –
Democratization of creating music; anybody can
Piracy and streaming is more available
Importance of live music - Technological Convergence –
Mobile phones are now powerful multimedia tools
Power has shifted more to artists and audiences rather than labels
“We are the media”; media based communities emerge - Audiences – How they are targeted by conglomerates vs indies
Global stars; the power they hold as celebrities
Media influencers; huge online followings - Own experience –
Own relationship with media
Own platforms and communities
Bespoke, targeted media