Essay-Morgan

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

Digital distribution has disrupted marketing and consumption of music, as it has led to the blurring of the production, distribution and exhibition process. Before this digital technology the main way to get your music out there was to be signed to a major label. Such as the big three, Warner, Universal or Sony. Prosumers like Madeon have benefitted a lot from this advance is digital technology because he was able to create and distribute his own music through YouTube. This has also benefited major labels because sony have now signed madeon and make money out of him making mashups from songs in their back catalogue, these songs are recycled and song own the loyalties to these songs so any money made goes to them. Beck has also been able to achieve his musical career because of advances in digital distribution, he chose to release his music in the form of scores and get his fans to make their own interpretations of his sheet music. This is called participatory culture and creates a relationship with his audience. Beck owns the royalties to all his songs so any money made of any version of his song go to him.

The digital distribution began to affect the major labels and some chose to adapt to the changes like Sony who signed madeon to gain profit. But some did not adapt to the change like EMI they decided to try and sue all musicians using their music and as a result of this they lost their money and no longer exist. Syco television own XFactor which back catalogue songs from syco music which is owned by Sony. Syco is an example of a synergy that owns two of more organisations that cross advertise their products. Sony is an example of a conglomerate that owns various different organisations.

Independent labels have benefitted a lot from digital distribution because it has made it easier for them to get their products to a global audience. It has been made easier by companies such as spotify and soundcloud. This is also another way for the artists to get their music out there without the costs of distribution. It has also given Independant  labels the ability to become more interactive with their audience.