Media Studies G322 Section A Representation & textual analysis TV Drama Section A Representation & textual analysis TV Drama Section B Institution & Audience Music industry Section B Institution & Audience Music industry

Production Target Audience & Consumption Major Record LabelIndependent Label Distribution & Marketing Exchange Major Record Label Independent Label

Independent Artist In Independent Sales Independent Record Label Independent Artist Independent Distributor Independent online store Production Distribution Exhibition/Exchange

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

Recording studios Vertical Integration Major Record Label Distribution companies Sony retail shops

Columbia /Epic label Horizontal Integration Major Record Label RCA Label Sony music Nashville Sony Masterworks Syco (joint - ownership) Simon Cowell

Major label

Independents

Compare & contrast

Case Studies

Present Shaz Sparks “Red Sky” -released in releases-red-sky-remix-package.html Shaz Sparks “Red Sky” -released in releases-red-sky-remix-package.html Nicki Minaj “Here I am” -released in 2010 Sampled Shaz’s vocals from the original 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, Issues raised – Illegal downloading, Digital File Sharing, Copyright infringement, Digital Economy Act, Privacy laws, Emi takeover,

 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.

The ways in which the candidate’s own experience of media consumption 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 national and local audiences (specifically, British) by international and global institutions Music industry

PRODUCTION DISTRIBUTION EXCHANGE DISTRIBUTION PRODUCTION Majors Independents Compare and contrast – advantages and disadvantages - similarities and differences Effects –influences Give specific examples and detailed case studies

Essay Develop 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

Consider some of the possible examples for each area of the questions that may come up in the exam Convergence e.g. ipad =various media, video, music, , web, photos, etc. –Proliferation of hardware Distribution = advertising e.g. Internet pop-ups, viral marketing, You-tube clips, Rebecca Black Friday – 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 company EMI owns Virgin record label & HMV (vertical Integration) Technologies In 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)