Cross media convergence and synergy in production distribution, marketing and exchange.

Definitions:Right, If you don’t know what any of these are, that’s not going to be very helpful is it? So here are the definitions,

Cross Media Convergence : When different types of technology come together (converge) to create a new technology. For example, Sony and Ericsson.

Synergy: When one media product promotes another media product, For example, when Cadburys Chocolate has the Fair Trade sign on their product.

Production: The process in which things are made.

Distribution: The course in which things are given out. (Distribute)

Marketing: The manner in which things are promoted.

Exchange: The means of how a product has reached a consumer.

Sony’s Different Pies. – Example of Cross Media Convergence and Synergy.

SONYFilm Production

Sony PicturesTV hardware

Bravia

Film Consumption

HDTV

Blu-rayMusic Production

Music ConsumptionMusic Distribution

Gaming

Acid Music Studio 7

Jive Records

Tristar

PlayStation

Naughty dog productions Columbia

Walkman

CD

Online

Vinyl

Stereo

Cross media convergence and synergy in production distribution, marketing and exchange in an independent band.

Case Study; You love her ‘cuz shes dead.

Synergy Within this band:As of December 2009. ‘You love her ‘cuz shes dead’, Are now in involvement with ‘Dust and bones’ Series DVD, This is an example of synergy because this DVD gives the band a wider audience when they watch the DVD, therefore wider advertising of their songs. So as said before, a product promoting another product, in this case Dust and Bones promoting YLHCSD.

Synergy within product distribution, exchange, and marketing. As independent groups don’t belong to a conglomerate and they own their own record label, they pay for everything they need on their own account. Brett and one other person pays for everything from down to lights and staging to merchandise.

Again because everything is independently paid for, ‘Innit for the money’, who own YLHCSD produce everything on their own accord. They do this through Vinyl, as CD’s don’t have a such a high demand anymore, and rather than distributing a lot of Vinyl’s at once, they have them to order and go from their to prevent wasted money. Cross Media Convergence.Again because this independent group are not owned by a conglomerate and work independently , they obviously won’t be coming together with new technologies compared too Sony, and other industries from the big 4. Therefore in Independent groups, there is very little existence of cross media convergence.

Cross media convergence and synergy in production distribution, marketing and exchange in a case study from Sony Music.

Case Study on Sony: Beyonce

Cross Media Convergence: Beyonce has been around for years, and is a well known artist that belongs to Sony, and has done for many years, in this time; she has shown great cross media convergence. As described above, cross media convergence is the process of different types of products or technologies coming together. Beyonce has shown this through her music and how she’s promoted the films she’s starred in. For example, her music videos for the Pink Panther, and the process of film and music converging together. Other examples include her DreamGirls Film, and the Austin Powers Film. Another example of this is that these videos will be shown online. Therefore the technologies of the internet and music and film have converged to promote Beyonce.

Synergy within product distribution, exchange, and marketing.Since Sony is a bigger and higher budget company they would pay for most of the price for production, distribution and marketing and would leave little for the artist to pay. However this would result in the artist having a contract to produce a number of albums for a certain amount of money but, gaining less for each album or single. As a result of this Sony could either gain or lose money depending on the sales of the finished product but yet the artist would still have the same amount or maybe a bit more from the product sales, also depending on how they sell. Sony produces their songs as mp3, CD or vinyl. With a wide range of product they are able to sell more to suit people’s needs from listening to it on a stereo or iPod and where they can buy it from, (iTunes, HMV).