1. Homework recap – in pairs discuss For a musical artist of your choice write about them, introducing them and how they have been marketed: For a musical artist of your choice write about them, introducing them and how they have been marketed: Using traditional marketing?Using traditional marketing? Or non-traditional marketing?Or non-traditional marketing? Or a combination of both?Or a combination of both?

2. Marxism - The Marxist approach: -Karl Marx said that one reason the working masses (proletariat) were being controlled by the “dominant ideology” was through the media. -The “dominant ideology” of the government and big businesses control the “means of production’. - In the new ‘digital’ world the “means of production” is increasingly handed over to new groups of society – us! - The masses and not the “dominant ideology” of government and big business are setting the agenda for making media.

3. The Music Industry Case studies: EMI and Def Jam

4. Case Studies - In order to achieve success in this exam you will need to write about specific case studies in your essay. - You should be very familiar with at least two record companies – one major label and one independent label and the ways in which they operate. - We will look at two together here and then in groups you will research into another two that you will present back to the class in the form of a PowerPoint.

5. Multi –nationals.. A reminder. Large profits: Large profits: ‘The big four’ accounted for 71.7% of the global retail music sales: ‘The big four’ accounted for 71.7% of the global retail music sales: Universal Music Group — 25.5% Universal Music Group — 25.5% Sony BMG Music Entertainment — 21.5% Sony BMG Music Entertainment — 21.5% EMI Group — 13.4% EMI Group — 13.4% Warner Music Group — 11.3% Warner Music Group — 11.3% independent labels — 28.4% independent labels — 28.4%

6. EMI - EMI is one of the world's leading music companies, home to some of the most successful and best known recording artists, songwriters and music catalogues. - EMI has two operational divisions - EMI Music and EMI Music Publishing. - - EMI Music deals with the artists and the promotion of music - EMI Publishing looks after the rights of songs. Every time a song is played on radio or used on TV for example the publishing company ensures that the artist gets paid. This is a successful source of income for the company and they look after acts on other record labels as well as their own. - EMI is the only privately owned major music company

7. EMI Record Companies Owned - EMI have bought out and also own lots of other record companies:

8. EMI Artists

9. History – Key Developments - The Electric and Musical Industries Ltd formed in March 1931 from the merger of the UK Columbia Graphophone Company and the Gramophone Company, famous at the time for its record label "His Master's Voice". From its beginning, the company was involved in both the manufacture of recording and playback equipment and the provision of music to play on its machines UKColumbia Graphophone CompanyGramophone Company "His Master's Voice"UKColumbia Graphophone CompanyGramophone Company "His Master's Voice" - In 1931, the year the company was formed, it opened the legendary recording studios at Abbey Road, London. Abbey RoadAbbey Road - EMI released its first LPs in 1952 and its first stereophonic recordings in 1955 (first on reel-to-reel tape and then LPs, beginning in 1958).

10. History – Key Developments - During the late 1950s, 1960s and early 1970s, the company enjoyed huge success. The groups and solo artists signed to EMI and its subsidiary labels -- including Parlophone, HMV, Columbia Graphophone and Capitol Records -- made EMI the best-known and most successful recording company in the world at that time, with a roster that included scores of major pop acts of the period including the Beatles, the Beach Boys, and Pink Floyd. ParlophoneHMVColumbia Graphophonethe Beatlesthe Beach BoysPink FloydParlophoneHMVColumbia Graphophonethe Beatlesthe Beach BoysPink Floyd

11. History – Key Developments - Robbie Williams signed a 6 album deal in 2002 paying him over £80 million ($157 million), which was not only the biggest recording contract in British music history, but the second biggest in music history Robbie Williams Robbie Williams - In May 2006, EMI attempted to buy Warner Music Group, which would have reduced the world's four largest record companies (Big Four) to three; however, the bid was rejected Warner Music GroupBig FourWarner Music GroupBig Four

12. EMI and New Media Technology - 1993: EMI Music's first websites went live - 1998: EMI streamed the first complete album over the internet, Mezzanine by Massive Attack. - 1999: EMI was the first company to release a digital album download, David Bowie's …Hours. - 2001: EMI launched the first internet video single. - 2007: EMI became the first major music company to make its music available without digital rights management (DRM) software.

13. Def Jam - Background Def Jam started out as an independent record label. An independent record label (or indie record label) is a operating without the funding of or outside the organizations of the major record labels. Def Jam started out as an independent record label. An independent record label (or indie record label) is a record label operating without the funding of or outside the organizations of the major record labels.major record labelsrecord labelmajor record labels However, it was bought out by Polydor in 1994 and in 1998 it was merged into Universal music (one of the big 4). However, it was bought out by Polydor in 1994 and in 1998 it was merged into Universal music (one of the big 4). In the UK it is operated through the Mercury music group (another part of Universal) In the UK it is operated through the Mercury music group (another part of Universal) It has always been and still is primarily a US based hip hop label It has always been and still is primarily a US based hip hop label Founded by Rick Rubin and Russell Simmons in 1984 Founded by Rick Rubin and Russell Simmons in 1984 Many of the big hip hop stars of the 1980’s were signed to the label such as Public Enemy, The Beastie Boys and LL Cool J Many of the big hip hop stars of the 1980’s were signed to the label such as Public Enemy, The Beastie Boys and LL Cool J

14. Links with other record companies - In 1997 the company struck a deal with Roc-a-Fella records and made a big star out of Jay Z. Roc-A-Fella also launched the career of Kanye West. Jay Z eventually became president of Def Jam in 1999 and was so until 2007 - In 1999 Def Jam created a spin off record label called Def Soul. - In 1999 it also began distributing artists on the Murder Inc label including Ja Rule and Ashanti - Def Jam have also extended the brand through the HBO Def Comedy Jam show which helped launch the career of many African American comedy performers and Def Jam:Icon PS3 game

15. Def Jam Artists

16. Def Jam - Website - The website is a good example of a record label website, giving opportunity to view new videos and purchase music as MP3 files, ringtones etc. It also has a Def Jam radio station. - http://www.defjam.com/site/home.php

17. Group seminar task - In groups research one of the other big 4 companies: Universal, Sony or Warner. - Then investigate a smaller record label or music streaming site of your choosing. - For both your major label and small company consider the following: - Who are they owned by? - What artists do they have? - What is their history? - Do they operate in other media areas as well? - What is their relationship with new technology? - How do they market their artists? - You will present your findings on your company to the class in the form of a PowerPoint presentation. Do not copy and paste everything from Wikipedia – choose the key facts and then talk around them!

18. Some sample questions…. A) Discuss the issues raised by institutions’ need to target specific audiences within a media industry which you have studied. B) What effect has new technology had on media industries? C) Discuss the ways in which media products are produced and distributed to audiences within a media area which you have studied. D) How are media products marketed and distributed within the media industry that you have studied? E) How has the audience relationship with your media industry changed over recent years?