Mock Exam Lesson. Sophie.

To what extent does digital distribution affect the marketing and consumption of media products in th media area you have studied?

Digital distribution has changed the priorities of the consumers in the music industry. Online technologies has evolved institutions and made the music industry blander while a few select individuals use the new priorities to their advantage.

Major record labels such as Sony evolved with the change. This allowed them to keep their mass audience and their conglomerate status. Digital distribution such as Youtube and itunes has switched the priorities of visualisation, making it the most important in the audiences minds. Sony's performers all have music videos on youtube and their songs on itunes. This cause shops such as HMV to shut down as digital sales took over physical sales in early 2013.  In contrast the major record label EMI, choose not to evolve with the use of digital distribution and suffered greatly when they were forced to shut down. "Luckily" they were brought out by a parent label. TV Shows that Sony's subsdiary company Syco own  such as X Factor, who's key priority is the visualisation of the show, use digital distribution as a main marketing strategy. They use views on their Youtube videos of their performers and sales on itunes to determine who and what they can sell. Syco's performers One Direction are perfect examples of the digital marketing as they use games such as CyberPunk to market the band, completely online. Fans took part in competitions such as creating videos and images for the band which helped promote their album. Free marketing. This demonstrates that major labels now view image over music. Major labels benefit from the new path of marketing and consumption as they continue to make a fortune, just through online sales which is much easier form of shopping. This devalues music as we now do not care about the music but about the visual aspect of music because of digital distribution. 

Digital distribution created Prosumers. Prosumers use digital technology as a form of marketing their own stuff and other artists music. Prosumers create mash-ups, changing the traditional idea of consumption as we are now more involved with the production of music. Prosumers market their creations on youtube, a free advertisement unlike Major labels who have the money to advertise through TV and radio. This however benefits major labels if we choose to mash up mainstream music as its a form of advertisement adding to the devaluing of music. It also devalues music as we all have the ability to create these mash ups but not all have the talent to create something groundbreaking and amazing like Madeon. Digital distribution in this perspective has opened doors to other music which as the creates of prosumers but has changed the traditional idea of consumers.

Lastly D.I.Y artists such as Beck benefit from the new technologies but add value to his music through it, a contrast to Major labels. Beck allows his community of fans free range to interpret his songs in their own ways, creating variety in the music industry. He would not be able to do this without the help of digital technologies such as Youtube and itunes as this is how fans market their creates and Beck's song. Beck does not concentrate in the visualisation or marketing as the fans do this for him through youtube. They create videos of their interpretations. This allows the fans and Beck to get recognition for the work, the opposite of the majors idea of making all the money they can from the fans with a promise of a new way to take more money in a few months. 

Overall digital distribution has effected the industry majorly but whether it has had a positive or negative effect is undecided. It has devalued music but opened opportunities to others in the music industry.

 

Emma - Essay (Mock)

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

Digital Distribution is a factor contributing towards marketing and consumption of music through online sites such as Youtube for example. Youtube is used as a promoter for many artists, both Major and Indie labels use it due to it is a fast way to promote due to likes, views and fan videos. Digital Distribution is now a big part of Music Institutions due to free marketing, consumption by the audience (either Niche or Mainstream).
Nowadays, Artists have to connect with their fans online  through sites such as Twitter, Facebook or risk not selling music, gigs, concerts, merchandise ect. Music is now available online, however this isn't necessarily a good thing due to piracy. Fans and audiences can now consume music for free, which creates problems in the music industry.
However, Major institutions that are conglomerates such as Sony for example use Synergy as a means of promotion of their music and artists. Constructing their music in games is a new advance for music institutions due to their audience can interact with it (immersion) e.g Guitar Hero. So therefore, digital distribution does not affect music institutions entirely due to synergy through using Games is a way that people can find out about new music. Major labels are more inclined to use Synergy, in comparison to Indie Labels due to they are conglomerates and therefore own more media institutions, however it is possible for indie labels to create synergy through other media products, like Indie films for example.

DIY artists such as Beck, use digital distribution and technologies to his advantage due to free promotion using social networking sites such as Twitter, Myspace, Facebook ect. This also allows him to create a niche audience, and fan community that he can interact with online to maintain a relationship with the fans (connect or die). Beck is an example of how PDE has been blended due to the impact of the internet. Digital distribution has entitled Beck as a unique artist to make his product available for the musically talented, in return of exchanging their fan videos online in return. This has entitled him to have a niche audience, in comparison to X Factors mainstream audiences. He produces his music in the form of sheet music. This therefore entitles fans to buy it and create their own interpretations of what they think the music should sound like. This is how Beck exchanges his music. He is an example of a ‘blender’. By this, it means that Beck has created Production, Distribution and Exchange himself.

 Beck is a music revolution due to his example of how he created his success without the input of a record company and allowed his niche audience to create an image for him. In order for his fans to consume his music; they have to produce it. Beck is an example of an artist who respects musically talented and appreciate fans (niche audience). His success was created by, and is now dependant on the internet. Due to his image, fans and music is online due to the impact of digital distribution. His products are also purchasable online on his website.
However, Beck's image is not impacted by Visualisation which is definite contrast to artists like Psy, and the X-factor. His fans create the music and their own music videos for him, in which he has no input whatsoever. Psy was a world-wide sensation on Youtube due to his comic music video, and dance routine that gained him recognition instead of the music. This is an example of an artist devaluing music due to the marketing and consumption available on the internet. Youtube is world-wide, and now Psy has gained world-wide recognition for comic dance moves with no musical talent. The internet has allowed artist like Psy to dominate the music.

Digital distribution has highly impacted consumerism and marketing of music due to the internet. The internet has created free marketing and advertising of artists. Beck's audience had created Beck's image online. 

Exam prep

Plan
- Prosumer case study Vs Major.

Prosumers use Major companies music for free and make there own mash ups of the songs. This could create exchange or copyright issues.

Emmas second mock

Online media such as social networking sites/downloads continue to become more popular. How is this important for music companies and prosumers?

Emma Nye

Beck and Syco contrast due to their different perspectives on music. X Factor/Syco are entirely focused on reproducing the artists that sell. This consists of the institution repackaging them and creating an image. This also consists of reselling existing songs.

However, Beck has an entirely different attitude towards his music. Instead of devaluing music like X Factor does, Beck is a unique artist who has made his product available for the musically talented. This has entitled him to have a niche audience, in comparison to X Factors mainstream audiences. He is a unique artist; due to he produces his music in the form of sheet music. This therefore entitles fans to buy it and create their own interpretations of what they think the music should sound like using a range of various instruments or tempos ect. This is how Beck exchanges his music. He is an example of a ‘blender’. By this, it means that Beck has created Production, Distribution and Exchange himself.

X factor on the other hand is merely interested in creating a mass audience, fan community and money. X-factor year after year, constantly repackages the contestants and has them sing the songs from its back catalogue.

One direction is an example of this nostalgic specific song choice.  They in particular throughout the duration of their time performing on X-factor sung mostly old love songs, which were probably owned by Sony. This also demonstrated to Sony that love songs sell, especially when performed by a boy band. Exchange is present in the votes from the audience, and the feedback that is consisted within it due to the general public vote out the least popular contestants. Therefore, Syco is able to distinguish what artists will sell due to popularity. Beck’s exchange is far simpler. The fans create their interpretations of his songs and post it online using social networking sites. He then puts his favourite fan videos and interpretations on his website and may even perform the fans version whilst on tour, due to no copyright is present. This is free marketing for Beck due to the fans are distributing his music, which consists of Beck only needing to write the music. His entire marketing is done on his website and YouTube. The biggest different segregation Beck and X Factor is the Localisation. By this; it means that Beck and his fans receive credit and money for their music. They receive their money via YouTube dependant on the amount of views they receive, and they’d receive money if they were to sell it on ITunes. This is what is known as Prosumerism.

In terms of visualisation, Beck has no part in the visualisation of his music, the fans make the videos. Where as in comparison the X factor is more about the show in order to make their popular contestants stand out due to costumes, dancers, sets, lights ect. The show is entirely based on the contestants journey through X-factor showing aspects such as sob stories and makeovers to please its passive audience. The X Factor focuses its attention highly on the package and not the music its producing.
This  is an evident demonstration of a company  purposely devaluing music for the purpose of making money.  In comparison, 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. Therefore, I do not believe the music industry focuses solely on recycling artists. Due to Beck in an anomaly in the music industry. A music revolution in some respects. 

first mock - Emma nye

The Internet is now considered significant to the music industry, due to the impact it has had on the record companies. Record companies have now been forced to move with the change (the internet). Major record companies, such as EMI for example whom not has chosen to change and alter their way of consumerism connected to the internet have now gone bust. In order for record companies to continue to make money, they have had to create an image and fan community for their artists online.

Due to the internet having such a big impact on the music industry, consumerism has now changed and adapted to the Internet. Prosumers now exist. By this, it means anyone with access to the internet can use software such as garage band and YouTube to create their own music. Prosumers can distribute their music online and potentially create a fan community like Danger Mouse for example.using social networks such as Tumblr, twitter, facebook, myspace, Youtube help to promote their music, which could potentially create a worldwide audience.

Prosumers are used as a mans of free advertising for their favorite artists. Due to illegal downloads, artists use the internet and posting albums on YouTube and ITunes for example in order to promote tours, due to nowadays that is how they make the most money. Prosumers receive the music for free off of torrent sites and then create a fan video or mash up in order to promote the artist further and give something back to them. This is what is meant by the term Prosumer. The Prosumer has to also consider copyright issues. An example of this is the artist Danger Mouse. He created a Mash-up and received a huge fan-base online, however the record company EMi was unwilling to collaborate, the result of this was the record company has now gone bust. The reason behind this is that the record company was reluctant to move with the generation (internet).

Mock Comparitive. Sophie.

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.

Mock. Qu.1 Sophie

Question 1: Social Networking sites allow the expansion of prosumers and the priorities of visualisation in music.

With the advancement of digital technology and social networking the priorities of visualisation has changed along with the introduction of prosumers. All music has become digital. We buy music from Itunes, watch and listen to it on Youtube, all while sitting behind a screen. The advancement of technology has allowed the introduction of prosumers. Technology such as Garage Band allows us to create music whether it be an original song or simply a mash-up for free. Itunes allows us to distribute our creations without the cost of CD‘s. As part of our Case Study we actually produce our own mash up, showing how easy it is to create music with modern technology. We then used social networking sites to promote it and distribute it.

Social networking sites such as Twitter and Youtube allow us to market our products for free and then build a community of people that we can communicate with. Then they help market and distribute your work for free with twitter trends and music videos that they may make. We no longer simply consume the music, we become part of the production.

Also the priorities of visualisation has changed drastically with modern music. We are no longer satisfied with simply listening to a CD. We want to see music videos and bright lighted tours so we feel closer and more involved with the artist and the experience.

We are more interested in the package of music rather then its contents. This devalues music. Major record labels see that we no longer engage with the music so choose to sell us the same music with a different face. Devaluing the meaning behind music.