Beck and Syco have very different perspectives surrounding music. Syco A.K.A The X Factor are solely focused on finding new talent, repackaging them and reselling their existing songs. Beck on the other hand goes against tradition and turns the whole system on its head.
Beck aims his idea and product towards those who are musically talent. This allows him to have a niche and dedicated audience. He produces the music in form of sheet music and allows fans to buy it and then create their own interpretations of how it should sound. X-factor on the other hand is interested in the mass audience and the money they make from the show and its contestants. X-factor repackages the contestants and has them sing songs from its back catalogue. The audience for the X factor is mainly older males and females. When the contestants perform songs from years ago Nostalgia (?) happens, drawing the viewers to buy the original and cover song and reminisce in the memories that song brings.
One Direction in particular sung mostly old love songs, showing Sony that the love song singing boy band still sells. This is the exchange that happens between the audience and Syco. In exchange for votes and money, Syco is able to figure out what is still popular and promises the audience a new act to buy and listen to. In contrast Beck’s exchange is simple. In exchange for the sheet music, the fans make videos of their interpretations. Beck then puts his favourites on his website and may perform that version while in tour.
This is free marketing for Beck as the fans videos are distributing the music, meaning Beck really doesn’t have to do anything but provide the sheet music. Almost all the marketing is done through his website and Youtube. The main difference between Beck and The X factor is the Localisation in that the fans and Beck get credit and money for the music. They able to receive money from Youtube based on views and also money if they choose to put the music on Itunes, while Beck receives money for the sheet music. This is were the term Prosumers truly comes into play, as the fans are producing Beck’s music while consuming someone else’s originally music.
The X Factor is a heavily marketed production that is mostly done through new technologies and social networking. Anything from classic media such as Newspapers writing about the newest X factor scandals to Syco’s most popular clients taking to Twitter and helping promote the show is used. As the X factor and its contestants receive such a mass audience, fans and viewers also help in marketing with Youtube videos and Twitter trends but receive no money in return, only the promise that there will something else to buy in the next few months. One Direction refer to their fans as “Directioners” building the rapport between fans and celebrity ensuring that the fans will remain loyal and keep buying the boys music and merchandise to show their support. Money is made through votes and sales on the X factor.
In terms of visualisation, both Beck and the X Factor are very transparent in what they are doing and who they are. Beck has no part in the visualisation of his music, the fans make the videos. Were-as the X factor is one big show. They show all aspects of the contestants such as sob stories and makeovers to please its passive audience. The X Factor focuses solely on the package and not the music its producing.
This demonstrates the devaluing of music that is taking place on the X factor and by Syco. Its producing music that’s already been sold many times by other singers and has no real meaning behind it. Beck on the other hand is adding value. He chooses to turn the industry on its head and focus on the music and producing a variety, while letting all parties receive the gratitude they deserve.
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