Essay Practice

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 positives and negatives for the music industry. The traditional method of music distribution which is most likely to become popular is if you were signed with the big 3. These being Warner, Universal and Sony. Syco is a part of Sony, owned by Simon Cowell. Being apart of the big companies they have had some negative effects of digital distribution however as independent labels like 'stones throw records', have benefited from this in return the major labels also benefit. Creating an exchange between the studios as PDE is blurred. Prosumers like Madeon and DIY artists such as Beck have been able to achieve their musical aspirations since digital distribution has arrived making it easier for people unable to get signed with a major label produce and distribute their own music.

The major labels had to adapt to the developing technology, to do this the big 3 had to become vertically integrated through production, distribution and exhibition. Syco are the owners of XFactor which back catalogue songs from Sony, so that people can purchase these again and the cover which is performed on the show. XFactor produced One Direction who have continued on to become global stars and had a documentary film made about them which was produced also by Syco.

Independent labels have had the most positive effect from digital distribution as it is easier for them to distribute their products online to a worldwide audience and produce in their own studios with cheaper equipment. Itunes and Spotify, are two examples of what has made it possible for independent artists to distribute and exhibit their music without the costs of manufacturing the album and CD. 

Although digital distribution has caused illegal downloading of music which some may argue it has devalued music, I think that it has allowed prosumers to create more interesting alternative music for example Madeon. By using other peoples songs he created  a mash up, although this could have been a copyright problem Sony decided to sign him as by using these songs it made people buy the originals again.