By the end of the lesson you will of learnt:

ALL- CThe way the Global music industry is structured.How and why the major record labels are dominant

MOST- BHow Sony is a conglomerate and how cross mediapromotion helps the Sony to distribute and market their products to audiences

SOME- AHow the digitalisation of the music industry hasthreatened Sonys dominance and the shift ofpower to audiences and independent labels

Give at least 2 examples of how digitalisation has effected the following stages?

Production

Marketing and Promotion

Distribution

Consumption

Shift from owning music to streaming

How has DIGITAL music effected the following stages?

Use of facebook and twitter to profile audiences and directly market to them

The Global Music Industry

Major Labels

Subsidiary Labels

Independent Labels

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The Global Music Industry

Major Labels

Subsidiary Labels

Independent Labels

In March 2012 Sony were reported to make up 30% of the music shares

Questions:

How does the digitalisation of the music effect the industry being an oligopoly?

How can it break this power?Can it also make it stronger?

All the major labels except EMI ( they are no longer!) are also known conglomeratesWhat does this mean?

Conglomerates= a media company that has a wide portfolio of interests eg. film, music, TV, hardware.

Sony will be our case study record label that you must make detailed reference to in the exam

Sony are a global conglomerate that have many subsidiary labels and also the Sony parent company own a wide range of other media/hardware

20mins: Research Challenge

Quickest pair wins a prize!!!!!

1) What are the subsidiary labels that Sony Music own?2) What genre of music does this label cover?3) Select 10 key artists that are signed to Sony?4) Who are the target audience for Sonys music products?5) What other media interests do Sony have?6) What hardware/devices relevant to music do Sony own?7) What is Syco and how are they relevant to Sony?

Being a Conglomerate mean that Sony have the benefit and power across different stages

Production

Distribution

Marketing and Promotion

Consumption

Here they can use cross media promotion or horizontal integration when marketing

Using one of their companies/products to also promote anotherEg. Leona Lewis song ‘Hands’ being used in Final Fantasy Game

Sony will be our case study record label that you must make detailed reference to in the exam

Production

Distribution

Marketing and Promotion

Consumption

They can distribute their music through synergy with other companies such as Itunes etc but also through their own apps and through myplay and the Sony Entertainment network and Sony Mobile Phones such as the Mix Walkman

Sony will be our case study record label that you must make detailed reference to in the exam

Production

Distribution

Marketing and Promotion

ConsumptionCan also directly link into audience consumption as they are the only major label to own their own hardware

Task: Using the key information from todays lesson attempt the following exam question:

Media Production is dominated by global institutions, which sell their products to national audiences-To what extent do you agree with this statement?

Try and use the terms:

MajorsConglomerateCross media promotionMass audienceOligopoly

Sony are a major record label that have a wide variety of products that appeal to a mass audience.

For example pop legends such as Beyonce and Micheal Jackson that have wide global appeal. They also own smaller subsidiary labels such as Sony Latin that have more niche appeal.

This means that a major conglomerate like Sony can dominate the market as they provide something for all audiences.

Level 3: Write three full PEEs using evidence in support of the statement

Level 4: Write three full PEEs using evidence at least one must disagree with the statement

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Homework:

Research an independent Record Label and use them as evidence in your full answer to this exam question.

Media Production is dominated by global institutions, which sell their products to national audiences-To what extent do you agree with this statement?

You will need to research and find out the following about your label to use in this answer and in the exam:

•Name of label, genres and where are they based?•How do they distribute?•Target Audience for the label?•Band and artists signed by them?•Marketing Strategies-how does this •label promote their artists?•How do they cross promote and/or use•Synergy with other companies?•How has new technology impacted them? •Piracy etc