Q7

Check out this SlideShare Presentation:

Q7

View more presentations from Mevanson.

Q7

Check out this SlideShare Presentation:

Q7

View more presentations from Mevanson.

Exam Question

Discuss the issues raised by the increasing globalisation of media institutions and their ability to target national (especially British) audiences
Now a days many national media institutes are targetting a much broader audience and are becomming multinational companies distributing their services all around the world.
By using artists with a multi national appeal it allows companies to gain a much larger revenue. An example of this is canadian artist Justin Beiber. He is an attractive 17 year old who has great talent, he is a singer, songwriter and has made collabarations with many big artists. For him to apeal to a large audience companies need to focus on what people want. He will appeal to teenage girls all over the world because of his looks and his lyrics which are like love stories. An older audience will also listen to him because of his collabarations with older artists. As well as his music his film is now being broadcast all over the world, the film will appear to many people as people want to feel a personal connection with an artist.
 By using the internet companies can now stream their tracks online and promote their artists via the websites, this is accessable to every country. People from all over the world have to ability to comment on artists personal blogs and can communicate with other fans.
 The main benefit from globalisation is an increase in sales. This means more moeny can be made from artists as more people can access the music.
  There are also negative impacts of globalistation as independant labels do not have the money to become multi nationals meaning that the big four record labels have an advantage over the smaller companies. The only way in which these artist can promote themsleves is through the interent on social network sites however this does not guarantee people will listen to them.

Justin Bieber and Anna Calvi

Case study on Justin Bieber and Anna Calvi

Justin Bieber

Justin is a 17 year old singer song writer who was first discovered in 2008 after his videos were viewed by millions on you tube. He has since then been signed to Raymond Braun Media Group (RBMG) and Island records one of UMG subsidiaries.
His main target audience is teenagers and young girls however his music is very commercialised and has a mass appeal due to his collaborations with other popular artists such as Usher.

Promotion for his album
To promote his latest albumhis label will help assist him with the planning of the tour and various methods of promotion. His upcoming tour is a worldwide tour representing his appeal to a mass audience, he is playing everywhere from England to Malaysia to Australia. On Island's website there are links all of the site guiding audiences to itunes to download his new album.  His songs are also now on the latest glee album  and his recent film will also attract more listeners.

Anna Calvi

Anna Calvi is an English musician who plays in the band of the same name. On 6 December 2010, Calvi was announced as a nominee for the BBCs Sound of 2011 poll.Her self-titled debut album was released in the United Kingdom on 17 January 2011,where it debuted at number 40 on 23 January.

Fascincation Records and Island Records

How do UMG use these subsidiaries to to maximise success of artists from different genres?
As UMG is such a large corporate the variety of artists is endless. If all these artists came directly from UMG then people would just assume they were all the same. By creating subsidiaries such as Island Records and Fascination Records it is possible to target these individual labels at specific genres and more niche audiences but still on a large scale. It also allows more focus on individual artists as the labels only have a few artists therefore more promotion can be based around them as individuals.

These subsidiaries are clearly aimes at specific genres. Fasciantion is aimed at a young auidience probarbly female however the womene are made to look sexy to appeal to men also however the music of the jonas brothers and Miley Cyrus are very disney and poppy suggesting a younger audience. People follow these labels as they enjoy all of these artists music not just a couple.

Online Revolution

The online revolution has proved as damaging to independent labels as to multinational companies. How far do you agree?

The online revolution in my eyes has been a great success for independent labels. It allows less well known artists to become more well known. Multinational companies have an endless supply of money which goes into promoting their new artist, independent labels however do not.

A great example of how the online revolution supports independent companies are the Artic Monkeys. They would not have become as successful as they are today without the help of social network site such as myspace. By allow fans to listen and download their tracks was the best idea possible. If an artist is not known by many people why would people want to pay for this music? By allowing the listner to sample the music and sharing with friends means that the artist will become more popular amongst a greater amount of people. By joining an independent label fans still knew that the Arctic Monkey's would still be creating the music that everybody loved as they wont have the pressures of producing something that sells to a mass audience.

I believe it is a much better option to start with an independent label and make your way up through social network sites because it allows fans to feel connected and part of the band. It is a lot more personal than a band appearing from no where then hearing them everyday on the radio and knowing nothing about the band. The Internet allows a more personal connection with artist. It also means that artists with a niche appeal can Target these people on a wider scale where as if they were on the radio not many people would be inclined to buy their music however if they have the opportunity to promote to these people specifically it leads to a much greater profit.

As well as being a positive the online revolution also brings some negatives. Many people are now using the Internet to access music illegally. There is no harm in websites such as spotify as you can listen to artists music for free but you cannot download it which means the music cannot be passed around. The problem arises when people use software such as Napster and Limewire to download music for free, by doing this the artist is not gaining any profit on tracks and reduces the amount of people buying their music. I believe that this will effect the independent labels more than the big 4 as there is less money in these labels anyway and the artist rely on this money to help pay for producers etc unlike companies like EMI who include this in an artists contact.

 

Music audiences questionnaire

Music Audiences
The following survey was sent out to 12 people with a variey of different ages, the ages ranged from 14 - 46.

When buying your music do you take notice of the company in which the music is produced e.g Conglomerate ( Universal) or Independent ( Domino)?

Yes                               No       

Please explain in more detail...............................................................................................................................

Do you buy music after hearing it in adverts or films?

Yes                           No                             Sometimes

How many different ways do you listen to your music?

Please specify .................................................................................................................................................................................................................................................................................

How do you access your music? ( Websites, friends, i-tunes, Cd’s)

...........................................................................................................................................................................................................................................................................................................................................................................................................................

Do you listen to just British artists or do you find the majority are from else where?

Give details ...........................................................................................................................................................................................................................................................................................................................................................................................................................

Do you feel you are influenced by the media to listen to specific styles of music?

.................................................................................................................................

Results and Analysis

From the feedback i was given it is clear that the majority of people do not take notice of the label that their artists come from.  When looking at my results I could find reasoning for this, some people said that it is not clear which label the artist has come from and it is to time consuming trying to find out. Others said that if they enjoy the music why do they need to bother looking at the artist backgrounds. I believe if it was clearer where artists where signed to people would take more interest, e,g. if the label was printed on CD's or information popped up when waiting for tracks to download people would be more aware of the different labels.
When asking people if they listened to music after hearing it on adverts i got a mixture of responses however the majority answered 'sometimes'. I beleieve adeverts are a good way of targetting an older audience as they have less ways of finding out about new music where as a younger audience dscuss new music with friends. With music use on adverts it creates discussion between friends and family as someone will say ' have you heard that song on ..... advert?'' this makes people want to check out the song thats being talked about.
The question asking audiences how they listen to their music clearly shows that most music now days is accessed and lisened to via the internet. From looking at my results I can clearly see that the use of CD's are a lot less frequently used compared from a few years ago where every survey would say cd's.

Domino Records

Domino Records

 a British independent record labels

 What differences do you notice between Domino and Universal in terms of artists and genres?

Domino's artists are a lot less commercial than Universal. The artists are not as well known and are generally the sort of artists you expect to find locally.They up and coming artists trying to make it in the music industry.  They have not been made into anything they are not and a lot less over the top and rehearsed.

1.      a)  How would you describe Domino’s target audience(s)?

      

I believe Domino;'s target audience is a more sophisticated audience, people who are interested into real music that hasnt be commercialised. Also i think they target ordinary people who inspire to be musicians and look up to true music artists.

      b) How does the label address and appeal to its audience?

Universal Music group and multi-platform promotion

Question 1
UMG are beggining to integrate their music with television. They are doing this by creating Globe Productions, a division focused on creating both new television formats and innovative TV platforms for its artists. This is a fantastic way to engage viewers with the artist. By creating documentaries and dramas on current and older artists people will begin to download the music created by the artist as they wil be interested in their lifetyle and UMG will have promoted the artist by creating these programmes.

Question 2
It is important for UMG to promote Globe productions worldwide as the population in countries such as the USA is much greater. So if the artists are only promoted in the UK not as many people will buy the songs etc. It also gives oppurtunity for a wider audience and gives more peopl to oppurtunity to tune in to these types of programmes.

Question 3

Universal Music Group (UMG)

Universal Music Group (UMG) is the largest group of record labels in the recording industry and is the largest of the "big four" record companies

Who owns UMG?


The main owners are:   - Lucian Grainge (CEO)
                                        - Doug Morris (Chairman)

There headquarters are based in New York City however they offices around the world in : Universal City, Santa Monica Nashville; London and Romford, and Japan .

UMG are also in connection with a very wide range of products and companies.


Vivendi SA (formerly known as Vivendi Universal) is a French international media conglomerate with activities in music, television and film publishing, telecommunications, the Internet, and video games. It is headquartered in Paris.

Universal Music Publishing Group (UMPG)
UMPG is the industry's largest global music publishing operation. UMPG represents music in every genre from some of the world’s hottest songwriters and catalogs including Abba, Adele, Christina Aguilera, Lily Allen, Beach Boys, Beastie Boys, Bjork, Mary J. Blige, Mariah Carey, Ciara, The Clash, Coldplay, Elvis Costello, The Cure, Daughtry, Danny Elfman, Eminem, Gloria and Emilio Estefan, Franz Ferdinand and Jimi Hendrix.

Vevo
VEVO is the leading innovative online premium music and entertainment service for consumers, advertisers and content owners that blends the very best in musical content with cutting-edge video technology and a thriving user community powered by YouTube.

AS Media Studies Unit G323 - exam

Section B: Institutions and Audiences

For Section B, we shall be studying the music industry. We shall focus on case studies of two record labels within the contemporary music industry which target British audiences, including their patterns of production, distribution, marketing and consumption by audiences. This will be accompanied by study of the strategies used by record labels to counter the practice of file sharing and their impact on music production, marketing and consumption.

Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as, the nature of audience consumption and the relationship between audiences and institutions. In addition candidates should be familiar with:

·         the issues raised by media ownership in contemporary media practice;

·         the importance of cross media convergence and synergy, in production, distribution and marketing;

·         the technologies that have been introduced in recent years at the levels of production, marketing and exchange;

·         the significance of proliferation in hardware and content for institutions and audiences;

·         the importance of technological convergence for institutions and audiences;

·         the issues raised in the targeting of national and local audiences (specifically, British) by international and global institutions;

·         the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.