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.

 

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. 

1 May

independent label

Hope recordings

Bristol based Hope Recordings was established 12 years ago

Over 90 releases of quality dance music

 Nick's successful DJ career spanning two decades and starting with Massive Attack via superclub Cream and every self respecting club on the planet has led him to this natural position.

Some artists include: XV · Kastis Torrau, Leftfield, Nick Warren, Black 8, Simply City, Paul Hazendonk, Tom Glass, Way Out West, Various Artists, Betoko, Max Cooper, Luis Bondio

Independent Label- StonesThrowRecords

Founded by Chris Manak (aka DJ Peanut Butter Wolf) in 1996.
They have over 40 artists signed to them, one of these artists is Aloe Blacc who has become successful over the past few years. 
At the beginning of the label, their way of distributing their artists was by handing out tapes with previews of the songs on. So the label would have benefited from new technology as it means they now can use their own website to sell and preview their songs. Soundcloud, Facebook and Twitter are sites listed on the labels website which shows this is what they now use to distribute and exhibit their artists.

Case Study 1- Syco, One Direction

·      Production- One Direction is funded by the voting costs, which X Factor has in place. The profit made from the show was greatly influenced by advertisement and promotion as it gave it a larger audience.

·      Distribution & Marketing- The bands fan base was created throughout their time on the show, as constant viewers who voted for them continued to follow them once the show ended. The merchandise of the band is aimed at their main audience, which are young girls. Their appearance and songs was therefore moulded around the target audience.

·      Exchange- By using the back catalogue of Sony, it creates advertisement and profit for the original artists. By doing this they are creating benefits for other people.  The x Factor’s voting system allowed the audience to give their opinion on what they like listening to and what songs, so the Sony label can then use this information on future artists.

·      Ownership/back catalogue- The whole of X Factor back catalogues songs throughout the show, which is what devalues the original songs. This is because once the songs have been performed it takes away the original meaning to the song as it is adapted to suit the audiences choice instead of what the song writer meant. For example One Direction performed ‘One way or another’ as a pop song where as it was originally a punk song.

·      Synergy- Syco is the company, which is owned by Simon Cowell and Sony. They are split between film, TV and music. One Direction are signed to the label as they were founded through X Factor, and have continued to release music and a film through Syco.

·      Vertical integration- Syco is apart of production, distribution and exhibition however as they do not own all they ways in which their films are shown for example cinema.

·      Horizontal Integration- Syco use their own companies facilities which means that they are horizontally integrated in production and distribution.

·      Global vs Niche Audience- Sony is related to very mainstream music and this is why One Direction are apart of the global audience because they have adapted to fit the majority of audiences rather than the niche few. This again devalues music due to the fact they do not make music, which means something, but instead I is just for the profit.