'The online revolution has proved as damaging to independent labels as to multinational companies'

There are many different labels around the world that have been dramatically affected by technology. As they invest in the artist’s music to provide them with an income and help promote and distribute them, this is affecting them due to the fact people can get music free from the Internet resulting into the labels loosing money. People used to have to wait for the bands or artists to release a record, tape or CD to listen to their music, not only did we have a CD the label also produced a booklet inside the case which held photos of the artist or lyrics from the songs. As technology has increased in recent years the craze for owning your CD has dropped as you can find songs on the Internet for free downloads, on the television, the radio. These can all be synced on to your mp3 player, ipod or any devices that can hold music. From this, the demand for CD’s have fallen increasingly, because of this the labels and artists are loosing money as internet sites such as Limewire or even YouTube convertor are allowing people to illegally download their music for free or sell their music for a much cheaper price e.g. Itunes. The online revolutions have damaged independent labels, such as Domino Label because they focus on a more of a traditional structure of dealing and promoting their artists of which are the best ways of making money. They do this by having other companies to set up the production for their artists such as the marketing and promotion and from this they are only managing with the song writing and their music sales of how they can improve and achieve more for their company. This is very different to how a multinational company works as they don’t just manage song writing and publishing they also deal with things such as promoting and marketing, recording, soundtracks, and equipment. As a multinational company employee well known artists they become a lot more popular where the audience are most likely to have heard or know them, this is so that they can perform a wide range of genres, as they have a better reputation, and from gaining this the artists are more likely to be asked to be on soundtracks for television programmes, adverts or films.

Convergence

Convergence is described in a way in which different technologies have come together in recent years

• radio/music
• television/video games/internet
• mobile phones/internet/music/photos (iphone-apps, video, camera, email, music) 

As the boundaries between media are beginning to blur e.g. producing programmes only available online, character blogs, communicating regularly, more reliable and keeps viewers up to date with details and different informations.

Audiences no longer perceive in media platforms as separate, due to technological convergence e.g. the internet is television and music for consumers. Convergence has changes the music industry dramatically as labels can now promote and distribute music directly to their listeners. E.g. Web 2.0: a way in which internet had changed over the oast 10 years. As now consumers can stream videos, music players, interactive features, upload and download. making ir more direct for the label.

- Convergence in the music industry creates instant access, meaning TV, and music are converging to increase sales e.g. Brittainia High, Glee and X-Factor illustrating the way in which synergy is supported by convergence. 

- Music and internet convergence: streaming and downloading e.g. Spotify, We7 and Vevo

What convergence does:

• narrows the gap between producers and audience 
• allows consumers instant access
• opens up opportunities for artist to promote
• offers free distribution: no need for it to be physically copied, transporter or packaged
• allows audiences to steal music 

Benefits and Damages to the music industry 

Advantages

• One benefit is that the cost of distribution has gone down due to the fact that the gap between the producer and the audience is falling, because there are many different ways of making music due to the growth in technology e.g. mp3 players, phones, computers etc. Resulting into more people purchasing and downloading music without actually having a CD, this has also helped the label as this is becoming more popular to download music straight to your phone or mp3 player the company have saved a lot of money from not having save on materials to package their CD’S
• Another advantage from this is that people have a faster and instant access to listen and find new bands and artist from their computers or phones.  The internet has a major part in way we have this easier access to music as they have produced sites such as We7 or Youtube which you can listen or download music for free making it easier and quicker to get what you want and can be available on many different deceives.
• From having instant access to artist music’s, this helps the bands or singers to promote their own music more by creating pages or profiles on social networking sties such as MySpace or Facebook where fans can give opinions and listen to music, see photos, videos and which will make them feel more personal to the artist. 

Disadvantages:

• A disadvantage in the music industry would be that programmes such as Limewire or uTorrent produce and give access to listeners their music for free, without paying for it. Which then you can direct save on your computer or device to use over and over again. Illegal downloads is losing money on record sales for the music industry as they are currently making 5% of revenue that they could be making if they different produce these sites. This would also affect the artist as when their music is being downloaded illegally the music is loosing its quality.

Domino Records

1. What differences do you notice between Domino and Universal in terms of artists and genres?
The difference between Domino and Universal are that they sign not well-known bands which means targetting a more of a niche market to a specific group of people.

2a) How would you describe Domino’s target audience(s)?
Domino records target audience is from 16 to 25 year old as the music seems alternative/indie music.
b) How does the label address and appeal to its audience?
The label appeals to it's audience by giving there listeners interviews, artist features, photo and video gallery, radio charts etc. This is useful to theire trarget audience as it is easier and quicker to find new bands and information. They also provide a shop and sell new releases of music that they sign and for people to listen for free, merchanise and tickets to gigs.

3a) Have you heard of any artists on their roster? Which ones?

• Animal Collective
• Arctic Monkeys
• Chief
• Franz Ferdinand
• Owen Pallett
• Sons and Daughters
• These New Puritans
• Villagers
• Wild Beasts

b) Why do you think a high profile artist might sign to Domino?
A high profile artist would probably sign to Domino because to gain more attention

Universal Music Group and Multi-Platform Promotion

In what ways is UMG working towards integrating music with television? Why do you think this is an important focus for the label?

1) Universal Music, the UK’s leading record company, has moved into TV production with the launch of Globe Productions, a division focused on creating both new television formats and innovative TV platforms for its artists. Globe is launching with a broad remit, which includes creating programming around its current and catalogue artists, alongside developing new television formats, both music-based and factual. It will develop programme ideas in-house, as well as working closely with independent production companies. It is improtant for the label because it would be a great way of promoting the artists they have and their label which the music they have can be played on adverts, television programmes or films.

Globe productions is UMG-owned but UK-based, with a partnership between Globe and ITV. Why do you think it is important to UMG to open companies liike this in countries outside the US

2)

Island and Fascination Records

How far do you think developments in technology have changed the way the music industry operates?

As there has been a huge difference in technology and is increasingly developing, from this it has completely changed the way in which the music industry is. Resulting into new ways that have been created for artists to distribute their music to their audiences, as well as their listeners can get hold of this music.

Records and then later cassette’s used to be the only way to buy a song or album, or some people would have to wait until they heard their band or artist on the radio, or some people had to pay to listen to the music through a jukebox. After this the people were able to record and keep songs from the radio that they want making it cheaper for them to have and play music. After this the CD was introduced and from this developed a new way of purchasing music and being able to play it at home in a CD player or from a walkman. People are still continuing buying CD’s as they are still used and played today but there is a huge competition within this industry of buying music, as people are finding it easier to download music from the internet or itunes.

The use of new technology has changed in the way people get hold of music. As majority of listeners are now buying their music from the internet and get an instant download of the artist’s album or single. From this people can save their music on to a mp3 player or ipod, or even burn the album on to a disc. As this is being developing music can be streamed on to social sites such as Myspace, Facebook or Spotify.The new improvements from the technology increasing it is now opening doors for people to illegal download which is happening more and more often, as there are sites to give people the opportunity to do so such as Limewire or UTorrent where there is no pay needed. This is affecting the music industry as it is meaning the income tp the industry is becoming smaller number this is supported from the ‘Drowned in Sound’ website, the music industry only made 5% of their potential sales in 2008 due to illegal downloading. This is around a £48 billion loss in just one year. The technology has changed even the way people record or promote their music even when the artist is not very well –known as young artist don’t have the money or facilities to record into a studio. New software is being developed such as Logic or GarageBand on Mac computer. As the software can record their music although the quality of sound may not be it is in order to save their music and distribute it to social networking site or out to the public. A way of promoting music is from using sites such as Facebook, the artist can produce a page for fans so that they can post various, information about music updates, information about gigs or photos for the public to comment. Another way of promoting could be by filming videos and posting them on to YouTube this has been seen to be very effective as it produces huge recognition, as people have been discovered from sites such as YouTube and now are well-known in the public eye.

 Although technology has almost taken over the music industry in the way of how music is produced and promoted. There are still some traditional aspects of how it operates such as the ‘weekly number 1’ which is promoted into most magazines from heat to NME magazine. Another way of promoting music traditionally would be the radio and how it is being used more often due to being in people’s cars and mobiles. Technology has produced more channels by providing digital radio stations but from this the radio was not affected at all, it even enhanced the quality it gave to the listener.
In conclusion, it is clear that technology has had a huge impact on the music industry of how it is operating, due to the internet and downloading which have taken over and will eventually change more and more they way we buy and listen to music. Although the system of buying music from Itunes and downloading has become easier and will be never- ending.