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
