New Media Technology: The Impact on the Music Industry Aims: To discuss the impact new technology has had on the music industry. “Digital Download Culture” “Digital Download Culture”

Historically recent technology that uses the most up to date digital technology New Media Technologies are often a transformations of old media Record player MP3 Historically recent technology that uses the most up to date digital technology New Media Technologies are often a transformations of old media Record player MP3 What makes New Media Technology? What makes New Media Technology?

New media Multi Functional Generally smaller- compression Digital Technology More choice- models/brands. Differences between old and new Old Media Old Media Mono functional Mono functional Larger size Larger size Analogue technology Analogue technology Less choice. Less choice.

Convergence technology What is convergence technology? What is convergence technology? Technology that has more than one function. Technology that has more than one function. A multi platform device. A multi platform device.

The impact of new technology Early Adopters? A marketing term used to describe someone who picks up on the latest trends in new technology quickly. They like to have all of the latest gadgets when they are released and show them off to their mates. Technophiles and Technophobes Which are you?

Napster and the beginning. 1. What does peer to peer mean? 2. What did Napster allow people to do? 3. What kind of music did Napster make it easier for people to obtain? 4. How did college networks make this possible? 5. Name the two musicians who the article says were opposed to Napster. 6. What does ‘copyright infringement’ mean? 7. What did the district court insist that Napster do or be shut down? 8. How long did Napster exist as an illegal service ? 9. How did the band Radiohead supposedly use Napster to their advantage? 10. What have other artists claimed peer to peer sharing has done to their careers since 2000?

Legal MP3 Downloading in the UK: In 2005, the global market for legal downloads was worth £624 million m tracks were legally downloaded in the UK, a 355% increase on Legal downloads were incorporated into the UK singles chart figures for the first time, April 17 th What was the first No.1 to incorporate both? - “Is this the way to Amarillo” – Tony Christie and Peter Kay - In 2004 downloads were responsible for 52% of total single sales, in 2005 they accounted for 75%. - In 2008 downloads were responsible for nearly 90% of sales. Many retail outlets no longer stock CD singles.

How does Digital Downloading work?  To receive electronic data from a remote system, usually on a computer via a web browser  Subscription or “Peer to Peer” file sharing services (P2P)  1st phase of downloading was through peer to peer networks, breaking copyright laws  Anything not paid for is classed as illegal  2 nd phase of downloading – The Online Music Store  Per song or subscription basis  Digital downloading took off in a big way in 2003 with the launch of iTunes  What are some of the advantages / disadvantages of Digital Downloading when compared to traditional music formats?

Download Sites Download Sites  Where do you download from?  In pairs list as many download sites as you can think of, both legal and illegal  A mixture of specialist sites and existing retailers.

Napster, where it all began Established by Shawn Fanning, a 19 year old student in June Established by Shawn Fanning, a 19 year old student in June File sharing network, provided the technology to give peer to peer file sharing, Napster itself did not own or sell music. File sharing network, provided the technology to give peer to peer file sharing, Napster itself did not own or sell music. In 2000 the band Metallica filed a lawsuit against Napster when it discovered one of its songs was being passed around that had yet to be released. The lawsuit failed but 300,000 Napster users were banned for sharing Metallica MP3s. In 2000 the band Metallica filed a lawsuit against Napster when it discovered one of its songs was being passed around that had yet to be released. The lawsuit failed but 300,000 Napster users were banned for sharing Metallica MP3s. Madonna and Dr Dre were also outspoken against the service. Madonna and Dr Dre were also outspoken against the service.

Napster continued…. Not all bands were against the service though. Radiohead found a whole new audience before their album ‘Kid A’ was released in the US as a result of its music being shared. Not all bands were against the service though. Radiohead found a whole new audience before their album ‘Kid A’ was released in the US as a result of its music being shared. By Feb.2001 Napster had 26.4 million users worldwide. By Feb.2001 Napster had 26.4 million users worldwide. March 5 th 2001 an injunction prevented Napster from trading copyrighted music on its network March 5 th 2001 an injunction prevented Napster from trading copyrighted music on its network Shortly after Napster converted to a legal subscription service, most of their initial profit went to pay settlements to the recording industry. They now offer legal access to over 2,000,000 tracks. Shortly after Napster converted to a legal subscription service, most of their initial profit went to pay settlements to the recording industry. They now offer legal access to over 2,000,000 tracks.

Music Consumption Survey Survey Task: Create up to 6 questions to ask people in class and around the sixth form. Survey Task: Create up to 6 questions to ask people in class and around the sixth form. Word the questions so that they are closed questions. Word the questions so that they are closed questions. E.g: ‘Do you illegally download more than once a week’? Yes or no? E.g: ‘Do you illegally download more than once a week’? Yes or no? Ask at least 10 people to answer your questions. Keep a tally chart in your book. Ask at least 10 people to answer your questions. Keep a tally chart in your book. You then need to create some statistical data from your findings for analysis. You then need to create some statistical data from your findings for analysis. e.g: ‘80% said they illegally download once a week’ e.g: ‘80% said they illegally download once a week’

Downloading… the next generation Feedback your findings to the class. Feedback your findings to the class. Lets look at the University of Hertfordshire's research into teenage music consumption. Lets look at the University of Hertfordshire's research into teenage music consumption. Task: Write down 5 conclusions about teenage music consumption we can come to based on the Hertfordshire data. Task: Write down 5 conclusions about teenage music consumption we can come to based on the Hertfordshire data. H/W: How has the teenage music market in the UK changed in the last few years? H/W: How has the teenage music market in the UK changed in the last few years? Write 250 words minimum and include at least 1 graph in your analysis. Write 250 words minimum and include at least 1 graph in your analysis. Include the Herts data and the BPI findings. Include the Herts data and the BPI findings. Another data source of your finding. Another data source of your finding. Your in class/sixth form survey. Your in class/sixth form survey. Your own personal experiences. Your own personal experiences.

The Virtual Revolution Watch this extract for the documentary series Watch this extract for the documentary series ‘The Virtual Revolution’ Make notes on: Make notes on: The origins of peer to peer downloading. The origins of peer to peer downloading. How Napster changed the music industry. How Napster changed the music industry. How the internet has changed the way we consume the media in general. How the internet has changed the way we consume the media in general. The concept of ‘user generated content’. The concept of ‘user generated content’. The aim of YouTube? The aim of YouTube? How some artists have used sites like YouTube to promote themselves? How some artists have used sites like YouTube to promote themselves? What effect have user generated sites and on the old record industry model? What effect have user generated sites and on the old record industry model?

Illegal Downloading – can it be stopped?  Illegal file sharing is banned under UK copyright law, however legal experts claim that the CPS is unlikely to take on the burden of pursuing offenders.  Internet use is extremely difficult to regulate. It is currently very difficult to track and prosecute illegal downloading. .The Hertfordshire data suggests that 63% of teenagers admit to illegally downloading. However many more probably do but don’t admit to it.  In another BBC survey conducted in 2006 only 4 in 10 interviewed claimed that they understood the law about illegal downloading.

 In the UK the music and film industries are demanding that the European Parliament creates laws to help them prosecute, companies suggesting this include Sony, BMG, Disney and EMI.  They have requested access to communications data – records of phone calls, and surfing. This would treat downloader's in the same manner as suspected terrorists.  The British Phonographic Industry (BPI) have so far successfully prosecuted just over 150 downloader's. Half of these paid on average around £6500 to settle out of court.  The record industry has criticised internet providers for their hands off approach and says that data to prosecute should be made more freely available.

The impact on the music industry What impact has illegal downloading had on the industry? What impact has illegal downloading had on the industry? Task: Complete the worksheet:’ ‘Downloading: the issues’ Task: Complete the worksheet:’ ‘Downloading: the issues’

ITunes Read pages 225 – 226 in your handbooks and consider the following: How does iTunes work? How and why did it start? What impact is it having on the record industry?

The Effect on the Retail Market? What kind of impact has digital downloading had on the retail market? What kind of impact has digital downloading had on the retail market? What are the advantages for the consumer? What are the advantages for the consumer? What are the advantages for the industry? What are the advantages for the industry? What are the disadvantages for the consumer and audience? What are the disadvantages for the consumer and audience?

Proliferation of Formats The advent of digital media has led to the sudden creation of many new music formats available to the average consumer. The advent of digital media has led to the sudden creation of many new music formats available to the average consumer. In 2003 there were less than 10 formats available, but by 2007 there were over 100. In 2003 there were less than 10 formats available, but by 2007 there were over 100. Today a single artist release can be packaged in multiple formats. Can you name some formats: Today a single artist release can be packaged in multiple formats. Can you name some formats: On line MP3 purchase On line MP3 purchase CD single CD single Vinyl records Vinyl records Music Video downloads Music Video downloads Ringtones Ringtones Mobile full tracks Mobile full tracks DVD DVD Video games Video games