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Media Studies G322 Section A Representati on & textual analysis Section B Institution & Audience Music industry

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Page 1: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Media Studies G322

Section A

Representation & textual analysis

TV Drama

Section B Institution &

Audience Music

industry

Page 2: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Production

Target Audience & Consumption

Major Record Label Independent Label

Distribution & Marketing

Exchange

Major Record Label Independent Label

Page 3: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Independent Label

Dr Rubberfunk

Independent Artist

In Independent Sales

Independent Record Label

Independent Artist Independent Distributor Independent online store

Production Distribution Exhibition/Exchange

Page 4: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Vertical integration is an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a common need.

Horizontal integration is a strategy where a company creates or acquires production units for outputs which are alike - either complementary or competitive. One example would be when a company acquires competitors in the same industry doing the same stage of production for the creation of a monopoly

Page 5: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Recording studios

Vertical Integration

Major Record Label

Distribution companies

Sony retail shops

owns

Page 6: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Columbia /Epic label

Horizontal Integration

Major Record Label

RCA Label Sony music Nashville

Sony Masterworks

owns

Syco (joint -ownership)

Simon Cowell

Page 7: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Major label

1. Sign an artist A&R (Artist & repertoire)2. Write an album & record it3. Give away a track4. Set up an online profile (to get to top of Google search)5. Set up a Facebook page6. Create website7. Plugger gets airtime on Radio 1 (key position -charts)8. Release for digital sale on iTunes9. Album available to purchase in shops

Page 8: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Independents1. Unlike Sony who can source through X-Factor and

Independent has to find an artist –live gigs & events2. Deals are made between the independents –labels &

artists3. Tracks are written and recorded4. DIY –promotion: blogging, Facebook, my space5. Live gigs (play for free)6. Start distributing (go to shops, iTunes)7. Have a launch party 8. Offer free tracks & promote everywhere

Page 9: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Compare & contrast Compare a major with an independent

What are the advantages or disadvantages?What are the differences in ..

-production?-distribution?-exchange?

How do each attract their target audience? (niche or mass?)

How do they compare in their use of digital technology?

What are the effects or benefits of synergy?

Page 10: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Case Studies

Technological Convergence Media Convergence & Synergy

Digital Technology - Internet

Marketing & advertising

Page 11: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

PresentShaz Sparks “Red Sky”

-released in 2008

http://www.kmag.co.uk/editorial/news/john-b-releases-red-sky-remix-package.html

Nicki Minaj “Here I am”-released in 2010

Sampled Shaz’s vocals from the original

Issues raised – Illegal downloading, Digital File Sharing, Copyright infringement, Digital Economy Act, Privacy laws, Emi takeover,

Page 12: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

In the exam you will need to be prepared to discuss the following in relation to your study of the music industry

1. The issues raised by media ownership

2. The importance of cross media convergence and synergy in production distribution and marketing

3. The technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange.

4. The significance of the proliferation of hardware and content for institutions and audiences.

5. The importance of technological convergence for institutions and audiences

6. The issues raised in the targeting of national and local audiences (specifically British) by international or global institutions.

7. The ways in which your own experiences of media consumption illustrate wider patterns of audience behaviour.

Page 13: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

The ways in which the candidate’

s own

experience of

media

consumptio

n illustrate

wider

patterns and trends of

audience

behaviour

The importance of

cross media convergence and synergy, in production, marketing and exchange

Issues

raised by media ownership in contemporary media practice

Technologies

that have

been

introduced in

recent

years at the levels of production

, marketing and exchange

The importance of technological convergence for institutions

and audiences

Significance of proliferation in hardware and content for institutions and audiences

Issues

raised in

the targeting of

nationa

l and local

audiences (specifically, British) by

internationa

l and global institutions

Music industry

Page 14: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

PRODUCTION

DISTRIBUTION

EXCHANGE EXCHANGE

DISTRIBUTION

PRODUCTION

Majors Independents

Compare and contrast – advantages and disadvantages - similarities and differences

Effects –influences Give specific examples and detailed case studies

Page 15: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

EssayDevelop a detailed (1000 word) comparison between Dr Rubberfunk and a Sony /EMI Artist of your choice in terms of how their music is produced, distributed and consumed.

Dr Rubberfunk Vs SONY/EMI Artist

You MUST use the following terminology in your answer-

Manager, A and R, Recording Contract, Recording Studio, Mixing Desk, Apple Mac, Logic, Major, Conglomerate, Independent, Jalapeno Records, Creative Control, Big4, Vertical Integration, Horizontal Integration, Kudos Records, Digital Files, Marketing, Promotion, Plugger, Advertising, Mass, Niche, Audience, Convergence, Synergy, Social Networking, Sound cloud, Twitter, MySpace, Facebook, YouTube, Spotify, iTunes, Last FM,, Download, Streaming, File sharing, CD, Vinyl, Retailers, MP3, Smartphones.

Section 1: Production

Section2: Distribution

Section3: Exchange/Consumption

Page 16: Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience

Consider some of the possible examples for each

area of the questions that may come

up inthe exam

Convergencee.g. ipad =various

media, video, music, email, web, photos, etc.

–Proliferationof hardware

Distribution = advertising e.g.

Internet pop-ups, viral marketing, You-tube clips,

Rebecca BlackFriday – Lily Allen –My

Space

Synergy =Syco-Simon Cowell

X-Factor & Sony relationship

-Madonna & Nicky Minaj-collaboration

Dr Rubber funk-advantages of the

Internet- digital technology –cost

-disadvantages-piracy / illegal downloads & file

sharing

Sony(Big 4-record label)

Conglomerate Oligopoly control over media =horizontally & vertically integrated

EMI –recently bought

By Citigroup 2011 (Universal take over?)

A US finance companyEMI owns Virgin record label

& HMV (vertical Integration)

TechnologiesIn Production = Gorillaz

album “The Fall” produced on the ipad –

Nicky Minaj –sampling Shaz sparks vocals

Target Audience(you!) Current trends of ways that young people

accessing media (e.g. mobiles, internet)