2. MY INTRODUCTION- 3MINS
Level 3: What industry am I studying? What two labels will I discuss, what type of
institutions are they? where are they based and which audiences do they target-
How will I answer the question ?
(USE TERMINOLOGY AND EVIDENCE STRAIGHT AWAY)
Level 4: All above and what are some contemporary issues in the industry?
3. Exam Question Area: Production
TERMINOLOGY:
EGS:
Digital music production on Q-Base and Logic
Gorillaz –The Fall produced entirely on an Ipad.
Piracy- Sony- Micheal Jackson album leaked as well as Leona Lewis (Echo album)
Issues/Changes/EAA:
No need for physical products anymore shift to digital
Can now be produced on convergent devices such as Ipads and Iphones
Is quicker and cheaper for audiences and unsigned/independent artists to produce music
Can cause problems for Major labels as hacking and pre-release piracy form studios during the
production stage
Audiences as producers- much easier to make music
4. Exam Question Area: Distribution
TERMINOLOGY:
EGS:
SONY:
•Pre-load hardware such as Experia phones with Myplay and albums such as I am Sasha Fierce
•The Sony Unlimited streaming service, PS3 games and software
•Through cross media production. Through synergy and streaming services- Deezer and Spotify.
•Youtube and Sound cloud for independent to gain global and mainstream success
•Move to give away music for free- Tyler the Creator, The Weeknd (free 9 song album)
INDEPENDENT:
Issues/Changes/EAA:
Digital distribution makes it much easier for independents who do not have the ability for vertical
integration.
Issues with piracy/P2P and pre-release
Much more shift for audiences to access music rather than own-streaming instead of downloading
Sony combat piracy with 360degree deals, music matter campaign, Sony Unlimited
Piracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.
5. Exam Question Area: Marketing and Targeting Audiences
TERMINOLOGY:
EGS:
SONY:
1 Direction Case Study, Viral marketing- AC/DC, direct marketing WE7, Youtube
Use of cross media promotion
INDEPENDENT:
Issues/Changes/EAA:
Audiences are fragmented and harder to reach, don’t use traditional methods as much
some traditional methods
6. Exam Question Area: Consumption and Exchange
TERMINOLOGY:
EGS:
SONY:
INDEPENDENT:
Issues/Changes/EAA:
Convergence in devices
Much more shift for audiences to access music rather than own-streaming instead of downloading
Sony combat piracy with 360degree deals, music matter campaign, Sony Unlimited
Piracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.
7. MY CONCLUSION- 3MINS
Overall what does the evidence suggest?
Back to the question…………………………
What will be the future?
