1. 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”

2. Your own survey
Questions to ask your friends and parents (please note the age of the respondent!):
Do you illegally download?
How much money do you spend on music a month? What formats of music do you buy (e.g. MP3, CD)?
Do you think illegal downloading is morally right or wrong?

3. 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?

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

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

6. 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?

7. MP3- the ‘virtual format’

8. Legal MP3 Downloading in the UK: 2005
In 2005, the global market for legal downloads was worth £624 million.
26.4m tracks were legally downloaded in the UK, a 355% increase on 2004.
Legal downloads were incorporated into the UK singles chart figures for the first time, April 17th 2005 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.

9. 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
2nd 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?

10. 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.

11. Napster, where it all began
Established by Shawn Fanning, a 19 year old student in June 1999.
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.
Madonna and Dr Dre were also outspoken against the service.

12. 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.
By Feb.2001 Napster had 26.4 million users worldwide.
March 5th 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.
Napster paved the way for current P2P file-sharing services.

14. Questions for you to answer
What facts and figures are given about illegal downloading (e.g. how mush it costs the music industry)?
Give at least 3 arguments for and against illegal downloading.
Do you think the Digital Economy bill will stop illegal downloading?
Do you think illegal downloading is morally wrong?

15. 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 .

16. 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.

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

18. 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?

19. The Effect 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 industry?
What are the disadvantages for the consumer and audience?

20. Proliferation of Formats
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.
Today a single artist release can be packaged in multiple formats. Can you name some formats:
On line MP3 purchase
CD single
Vinyl records
Music Video downloads
Ringtones
Mobile full tracks
DVD
Video games