Do now

• Go through your glossary.

• Are there any terms you do not know?

June 2013

Cross media convergence

• Cross media convergence is when companies come together to deliver a product on a variety of media outlets.

• Web 2.0 and the impact of convergence technology. The webs global reach- ‘democratising’ the music industry.

• Viral marketing of artists on Youtube.• The early impact of Apple- ITunes and IPods.• Smartphone apps such as Soundcloud to market directly.• Ed Sheeran and any other music artists who have used social media

to market themselves.• Spotify and streaming- industry trying to combat downloading. Little

revenue for artists though.• Death of physical sales- HMV closing.

• Cross media more difficult to apply to music as it is not a tangible or visual product like print or film.

Synergy• When two or more brands come together to promote a specific

event or product together, thus broadening their audience by reaching the audience of their partner brands as well as their own audience.

• Artist and branding merchandise- Dr Dre Beats headphones with Monster…..any others?

• Music used in films-Adele and the Bond franchise….but signed to indie label XL.

• Radiohead and XL- leaving EMI for musical/artistic reasons.• ITV and Syco Music (Sony)- promote X-Factor artists.• Universal own Def Jam- business synergy- clothing, TV, film. Universal

also own Vevo, the Youtube channel.• Music used in video games and advertising….examples?• Artists and corporate sponsorship- Beyonce and Pepsi….any others?

• The Industry is trying to think of inventive ways to develop revenue when people are not buying music.

The 4 main areas• Production:• How music is made using technology- Marx and the means of production.

• Affordable and easy to use software and hardware- Macbook and Garageband.

• ‘The bedroom producer- myth or reality.

• Multi national ownership- oligopolies and vertical integration.

• Independent labels- artist freedom. More innovative music.

• Streaming- little revenue for artists- exploited again

• Role of reality talent shows.

• Distribution platforms:• Web 2.0 and the impact of convergence technology. The webs global reach- ‘democratising’

the music industry.

• Streaming and 4G wi-fi- mass usage of tablets and smartphones.

• Pre web 2.0 formats – wax cylinders to CD.

• Initial impact of web 2.0- MP3 downloads

• User generated sites- YouTube and Vevo

• Licensing music to video gaming, advertising and films- cross media convergence

• Marketing:• Traditional role of A&R and record company (radio airplay, music videos, gigs etc)

• Use of social media- Twitter, Facebook and Tumblr, Ed Sheeran and other music artists. Cross media convergence.

• Creation of bespoke artist apps.

• Genre specific user generated sites- SBTV

• Online campaigns- anti X factor

• Synergy- artist and branding merchandise- Dr Dre Beats headphones, ITV and Syco Music (Sony)- promote X-Factor artists.

• Exchange/Exhibition:• Initial impact of illegal downloading- Napster and peer to peer sharing

• Digital Rights bill in the UK- government and ISPs get involved.

• Online music buying- ITunes and the IPod

• Physical CD sales- Amazon v high street retailers like HMV

• Vinyl renaissance- retro ‘hipster’ marketing

• Streaming- industry trying to combat downloading- success of Spotify.

• Differences in consumption by age and genre. Pop and urban v Rock.

January 2012

• To what extent does digital distribution affect the marketing and consumption of media products in music.

Introduction

• Write an intro to the question:

Planning

• In groups plan an answer to this question:

• Look at your notes on the 4 main areas and revise.

• You are going to do the essay in 45 minutes, CLOSED BOOK…

June 2012

• “Cross media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to music?

• Write an intro to this question in pairs.

June 2011

January 2011

June 2010

January 2010

June 2009