G322: AUDIENCES AND INSTITUTIONS

MUSIC INDUSTRY – 50 MARK ESSAY QUESTION.

THE EXAMStructure

1. Introduction- Answer the question clearly and concisely.

2. Main Body - Use examples from class and/or your own independent research to support your argument.

3. Conclusion - restate your argument.

THE EXAMDiscuss the ways in which media products are produced and distributed to audiences within a media area that you have studied.

Methods of Production (Traditional vs Digital) Physical vs Digital Distribution Marketing/Social Media Streaming

THE EXAMHow important is technological convergence for institutions and audiences within a media area you have studies

The development of technologically convergent technology from 1970s to present day.

What does it offer audiences? Why have institutions developed technologically

convergent technology?

THE EXAM“Media production is dominated by global institutions, which sell their products and services to national audiences” To what extent do you agree with this statement

Major Labels/Big 3 and subsidiaries – Conglomeration, Vertical and Horizontal Integration.

Relative success of Independent Labels Importance of Distribution. New technology threat to Global Institutions

THE EXAMWhat significance does the continuing development of digital media technology have for media institutions and audiences?

Examples of NMT – Streaming, file sharing, convergent devices, Digital software, social media etc..

Significance for audiences? Significance for institutions?

THE EXAMDiscuss the issues raised by media ownership in the production and exchange of media texts in your chosen media area

Major Vs Indie Vertical and Horizontal Integration Acess to Distribution, potential for Synergy. Scale of success including global vs national success.

THE EXAM“Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices.” To what extent do you agree with this statement in the media area you have studied.

Importance of Vertical Integration Marketing and Promotion. Can artists be successful without labels?

THE EXAMTo what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

Downloading and streaming Falling physical sales Changing ways in which we consume music Social Media

THE EXAM“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in your chosen media area.

Examples of cross media convergence and synergy and why they are successful.

Examples of success without cross media convergence and synergy

Other factors

POSSIBLE EXAMPLES Your own consumption habitsTechnological changes since the 1970sDigital Economy Act arguments for and against

Role of Management and Record LabelsEMI RecordsSony (Vertical and Horizontal Integration)Ed SheeranSony Acid Pro 7, Pono, Soundcloud, BandampGorillaz – Plastic Beach (Recorded on iPad)Esben and The Witch – ‘Pledge Music’ Streaming Services (eg Rdio)Pure Audio (Blu-ray Audio)Sony/Universal - Cross Media Convergence SynergyYour own case studies

PRACTICE PAPERYou will have the rest of the lesson to write an essay in answer to one of the questions.

You may refer to notes but you must not talk to anyone else in the class.

Your essay will be marked using the OCR exam criteria