Who are these people?What do they all have in common?

Who is the odd one out?

Who are these people?What do they all have in common?

Who is the odd one out?

ALL have had global success despite not being on a major record label

Name three ways that Sony have tried to combat piracy

Give two SPECIFIC examples of how digital technology has helped independent artists

Give two examples to suggest the Majors are not as dominant as they once were

Name 2 pieces of hardware that Sony own

Give two examples of how digital technology has changed the distribution and consumption of music

Give three examples of how Sony have used direct, viral and mobilemarketing to target audiences

THE MUSIC INDUSTRY

PRODUCTION

DISTRIBUTION MARKETING, TARGETING AUDIENCES AND PROMOTION

CONSUMPTION AND EXCHANGE

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?

Issues/Changes/EAA:No need for physical products anymore shift to digitalCan now be produced on convergent devices such as Ipads and Iphones Is quicker and cheaper for audiences and unsigned/independent artists to produce musicCan cause problems for Major labels as hacking and pre-release piracy form studios during the production stageAudiences as producers- much easier to make music

Exam Question Area: Production

EGS:

Digital music production on Q-Base and LogicGorillaz –The Fall produced entirely on an Ipad.Piracy- Sony- Micheal Jackson album leaked as well as Leona Lewis (Echo album)

TERMINOLOGY:

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-releaseMuch more shift for audiences to access music rather than own-streaming instead of downloadingSony combat piracy with 360degree deals, music matter campaign, Sony UnlimitedPiracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.

Exam Question Area: Distribution

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:

TERMINOLOGY:

Issues/Changes/EAA:Audiences are fragmented and harder to reach, don’t use traditional methods as muchsome traditional methods

Exam Question Area: Marketing and Targeting Audiences

EGS:SONY: 1 Direction Case Study, Viral marketing- AC/DC, direct marketing WE7, YoutubeUse of cross media promotion

INDEPENDENT:

TERMINOLOGY:

Issues/Changes/EAA:Convergence in devicesMuch more shift for audiences to access music rather than own-streaming instead of downloadingSony combat piracy with 360degree deals, music matter campaign, Sony UnlimitedPiracy not always a negative thing for artists- Neil Young and Lady Gaga recently spoke out.

Exam Question Area: Consumption and Exchange

EGS:SONY:

INDEPENDENT:

TERMINOLOGY:

MY CONCLUSION- 3MINS

Overall what does the evidence suggest?Back to the question…………………………What will be the future?

Audience Profile:- Who are they?

How do to they TARGET their audience?

One Direction SONY CASE STUDY

“Successful media products depend as much upon marketing and

distribution to a specific audiences as they do upon good production

practices.”

To what extent would you agree with this statement, within the media area you have studied?

Issues and overviewCase study audiences-own label

and audiencesRe-cap the key areas

Write and exam answer- with notes 1 hour

One Direction are MARKETING GENIUS ad agencies were hired to

• starts with the marketing genius. Simon Cowell is known as the nasty judge, in Britain and America, on X Factor, American Idol, Britain's Got Talent and other contests. He sits at the pinnacle where he can watch all the new talent and, like some god, pick the ones he likes.So he scrutinised the countless contestants going through the talent mill, ticking off five boys for voice, energy, and cuteness. In reverse order, come to think of it. He then contracted them to Syco, the record label he partners with Sony. He brought in big-time songwriters like American Idol 2002 winner Kelly Clarkson and Savan Kotecha - who works as A&R for Syco. Beginning to see the pattern?Having created the product, the next job was starting the fire. They hired London ad agency Archibald Ingall Stretton, who used social sites to create a "transmedia adventure" that would excite fans.They invented a super-dedicated fan called 1DCyberpunk, who stole the band's laptop and would only give it back if fans proved they were as fanatical supporters as she was. In two months, the website attracted 200,000 followers and ran 20 challenges; started 12 Twitter trends and played more than 2.5 million YouTube views.The challenges included dressing up as 1DCyberpunk, copying her hairstyle, creating dolls of the One Direction boys, answering quizzes and riddles. Challenge winners got invited to an online album-listening party.Agency creative director Richard Coggin said: "Syco had a lot of great content videos, merchandise, singles, signed photos, radio and TV appearances and our brief was to glue it all together and engage the fans on a daily basis."His team worked around the clock to reach their global audience. It paid off, when the debut single What Makes You Beautiful was released on September 11, 2011 - just seven months ago! - and went straight to the top of the UK singles chart.Two-and-a-half months later their debut album Up All Night shot up the charts not just in the UK but also in Australia, Canada, Italy, Mexico, New Zealand and Sweden, reaching the top 10 in 20 countries.The band has been involved in the marketing process - they are closer to their fans' demographics than anyone.During the quest, each dedicated three to five hours a week to creating videos, thanking fans for joining them. Their Twitter tag has three million followers.The girls of America were by now salivating for their social media heroes. What Makes You Beautiful was released on February 14 (Valentine's Day - subtle, eh?) and went straight to No 1. Which makes them the first UK group to debut at No.1 with their first album.Just two months later they are in Australia with a seething mass of teens following their every move. Mind you there's not much their mums can click their tongues at, remembering The Beatles hysteria - or even the screams that used to follow our now-respectable Minister for Education.

How do your label-target audiences?

EVIDENCE!!!!!

20MINS

Production:

Can be done on convergent devices such as Iphone, Apps (beatmaker-app for the iphone, Ipad (Bjork, Gorilliaz)

Is quicker and cheaper for independent artists and audiences to make own music no need for expensive studios.

Garageband, Logic Pro, Fruit Loops etc

Can cause problems for majors with pre-release piracy and hacking from studios

Consumption and Exchange:

Shift in the ownership of music to access from streaming via Youtube, We7 radio, Spotify etc- free music/sampling

Portable and personalised music consumption on convergent devices-ipad, Sony Tablet, Rolly, Iphone 4S

Concerts and gigs still a large part of music consumption and due to music sales falling (BPI says further 7% this year on last) signing artists to 360 degree deals (red light company)

More choice and diversity of music available more niche genres

Exchange:

Majors and music stores such as HMV hit hard by piracy- P2P file sharing through websites.

More and more artists offering music for free as a sampling effect to encourage buying music/going to concerts- 50cent-breaking star The Weeknd album Echos of Silence available free from 21st dec on his website.

Streaming and ad based services such as WE7 to combat piracy and still make money

Marketing/Distribution and targeting audiences

Digital distribution- Itunes, websites, We7 and Spotify, Sony phones pre-loaded with music, Sony Tablet –youtube- Rebecca Black

Fragmented audiences cause problems with traditional marketing forms:

Cross media marketing: Sony using Xfactor/Gaming- Guitar Hero PS3, Aerosmith making more money from gaming royalties than record sales.

Direct marketing- using profiles of users interests and tastes to market to them- facebook-we7

Mobile marketing: Calvin Harris Bounce/David Getta App

Viral Marketing- Cheap, effective and used by majors and indiesSony- AC/DC spreadsheet

Human Records and the Marrakesh Report- young peoples music and Hertfordshire report (in booklet- also important for exchange)

Synergy, Convergence and Cross Media Promotion

Synergy with Facebook, Youtube, We7, Spotify and other record labels easier for distribution and marketing.

Technological Convergence

Sony- Hardware/TV/Games and Film

FINAL LESSON>>>>>>>>>

Major labels dominant/mainstream, global target mass, wide audiences.

Have the benefits of subsidiary labels to cater for a mass and niche audiencesHardwareOwn distribution through hardware- Sony Tablet, Music Unlimited Software, Mobile phonesCross media promotion through TV/Games and Film

Negatives- effected by piracy the demise of EMI as examplePre-release piracy effecting important 4 week salesChallenges by non major artists- Adele (XL recordings) and X Factor backlash (Little Mix failing to get to number 1, facebook campaign Rage against the machine)Growth of independent and audiences making own music not as dominant as once were

Independent labels- niche specialist- can use digital media to reach direct audiences, use viral marketing as cheap and quick way to access the audience. Can give away music to build a fanbase (Weeknd). Use technological convergence to distribute and market to fans/audiences, can use synergy with other companies-twitter, facebook.Piracy and not getting paid for music means that new artist may never break through small independent labels will go under.

Structure to use for any exam question:

Give yourself 50mins to answer this question:

5mins: Read question, underline the key words. Write a quick plan of the 3 PEES for Sony, 3 PEES for your independent and 2 PEES for audience

5mins: Introduction: What are your case studies- how are they different, what are the key words in the question that you will explore, what are some key changes in the music industry that have effected the issues in the question?

12mins- 3PEEs effect on Sony/Majors (positive/negative)

12mins- 3 PEEs effect on independent Label (positive/negative)

10mins- 2 PEEs effect on audience (positive/negative)

5mins- conclude- what are the lastest developments issues/what is the future?

To get a C

Write at least 2 ½/3 sidesMake points that cover indie labels/audience and SonyHave a range of specific evidence that is beyond general knowledgeUse media terminology frequently and correctlyUnderstand a range of issues and answer the question setHave a brief intro explain your two companies and a conclusion that re-addresses the question set

To get above an C

Write at least 3 ½ sidesCounter argue between indie labels/audience and Sony and compare and evaluate the points that you make (link back to the question)Constantly use a range of contemporary evidence that go beyond classroom teachingAnswer and argue both sides of the question setConstantly use a broad range of media terminologyUse very detailed and specific evidenceUse a case study approach to answer the question, write confidently, concisely and look to the future- what will happen?

Revision Template- Using egs for any Question

AreaRelevant to exam question

Key terms/issues relevant to this area

Egs. Sony/Major Egs. IndependentLabel

Egs. Audience

Production

Exam question

50 mins:

Read, plan, write………………..

Final Advice:

Practice as many of questions in 45/50mins as you can. The last day you can bring these for marking is Wednesday

Read over your evidence, practice terminology- work together to test yourselves

Sleep well and eat a good breakfast before the exam!!

Exam- in the mobiles- 9.00 friday.

TUESDAY- after school revision TV DramaOne to one sessions with Me- Wed after school, Tues P5

OVERALL DON’T PANIC AND GOOD LUCK!!!!!!