Exam preparation is about condensing your knowledge and understanding of a topic into need to know. ALL THE RESOURCES YOU NEED ARE IN CLASSROOM.
For the music industry I have tried to condense the big ideas down to three, which should be addressed in any essay regardless of whether it is on production, marketing, distribution, exchange convergence, synergy or ownership. They are:
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Globalization
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Democratization
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Digitization
You need to be able to explain these ideas to yourself , so that you can then explain them to the examiner.
So one at a time…
Globalization of the music industry has lead to the formation of conglomerates and their dominance over national / local music. Conglomerates use synergy to cross promote media and also have the financial clout to be able to spend the huge sums necessary to market their artists and stars.
Democratization of the media, at first glace seems to act as a counter point to globalization, in that, through the internet, the power of marketing and distribution has been passed down to the audience. It is argued that it has never been easier to produce, share and promote your own music and become a DIY artist.
The question remains though, why do all the successful DIY artists inevitably sign with a label?
Digitization of music lead to a painful period for the music industry and has changed the way in which artist earn a living. Digitization meant that institutions lost control of distribution and that vacuum has been filled by tech giants. It also means that it is almost impossible, unless you are a global megastar, to make money from recorded music. Instead artists have to make most of your income on tour or from selling merchandise. It has also given rise though to the DIY artist – where digital technology has allowed more artists to produce, distribute and market themselves.
Analysis of case studies using theory:
To achieve a top mark for AO2 you are required to use a bit of theory. To that extent you should review the theory we have taught you during year 12. Or, carry on reading….
Gauntlett: We are all prosumers, the boundaries between producer and audience have now become eroded.
Blumler & Katz are very effective at discussing the active audience and how the audience are not only seeking entertainment and information, but also are seeking to develop a sense of personal identity through music and in many ways audiences are modelling their own ideologies (values, attitudes and beliefs) on the artists and bands they follow. Audiences also seeking social interaction and use media texts (music in this instance) to form social groups. This has been turbo charged by social media which are feeding this desire for engagement because it serves social media’s drive for attention and engagement through their platforms.
AIDA is an extremely useful approach to marketing, which we taught your during magazine production. It is the first steps in understanding how marketing seeks to communicate with and persuade an audience. The most important aspect being, a call to action, a call to spend your time or money on an artist. Consider how the marketing campaigns you have studied take the audience through these steps and consider what their final call to action is.
Richard Dyer – Star Image. Selling music is all about selling the star and this is achieved through promoting the music but also promoting the star in a variety of means – press releases, interviews, images, social media, appearances etc. This is all designed to make the star ‘ordinary’ and also ‘extraordinary’ – The Paradox (riddle of the star). Through marketing, in particular, the star will take on and adopt various ‘narratives’ in order to attract as much attention as possible. Cross Media Convergence will enable a star to reach alternative audiences and therefore increase their revenue.
- 5 predictions for the Music Industry The attached article outlines 5 trends in the music industry – they are useful to quote as ‘looking ahead/forward’ comments.
Shift of power from Majors to Indie labels Music and Virtual Reality will become one Tech bundling of streaming platforms will increase Consumption will become more targeted via Tech Alternative Income will be a focus
Extra Credit Theory
‘If the product is free, you are the product!‘ credited to bluebeetle, aka, Andrew Lewis. Is a useful quote to throw into an essay.
We now live in a surveillance economy, where data is the most valuable resource in the world! How has the music industry changed to adapt to this new media ecology?