1. Keyword test – define the following Proliferation Synergy Convergence Globalisation Horizontal integration Vertical integration Distribution Web 2.0 The “means of production” Monopoly Cultural imperialism

2. The Digital Rights Bill and other recent news Digital Rights Bill – Q&A http://news.bbc.co.uk/1/hi/technology/8604602.stm Pirate Bay founder’s jailed – a landmark case? http://news.bbc.co.uk/1/hi/technology/8003799.stm Rage Against the Machine vs X Factor http://www.guardian.co.uk/music/musicblog/2009/dec/11/rage-against- machine-christmas-no1 Koopa Unsigned Band – see wikispaces

3. Recap P2P – 1 st phase of downloading (breaking copyright laws) Napster – where it all began in 1999 “The online music store” – 2 nd phase of downloading iTunes – digital downloading took off with its launch in 2003 Can illegal downloading be stopped?

4. The Effect on the Retail Market What kind of impact has digital downloading had on the retail market? What are the advantages for the consumer? What are the advantages for the industry? What are the disadvantages for the consumer and audience?

5. A & R A&R stands for artist and repertoire. It is the division of the record label that attempts to discover and then manage/market new talent. Task: Discuss the ways in which a new music artist can be discovered, promoted and marketed by a record company’s A&R: Radio airplay Live performance/club nights Music press interviews Reality TV shows Promotional videos TV appearances Websites Word of mouth (from who? Industry insiders

6. A & R continued Most of these are traditional ‘pre-digital’ ways of a promoting/marketing a new artist and most are still being used by the industry. However in recent years some artists have embraced the internet to promote themselves. Why? Exposure - Potential to be seen or heard by millions. Directness - Cuts out the record industry - no auditions demos, concert performances. Cheaper – You can make your own music and even your own video very cheaply without a record company's financial help. Freedom – Allows you to express yourself in the way you want.

7. The consumer as producer. -Think of any media you have created: -Who experienced it? -How?

8. The consumer as producer -The Marxist approach – -Karl Marx said that one reason the masses were being controlled by the dominant ideology was through the media. The dominant ideology (the government, big businesses) ‘control the means of production’. -In the ‘digital’ the means of production has been increasingly handed over to new groups of society – us! The masses and not the dominant ideology are setting the agenda for making media.

9. The consumer as producer Why are the “means of production” being handed over to us? -Cheaper, smaller, ease of use –’idiot proof’ -What are we using new media technology to produce? - Films (DV cameras, i-movie etc) - TV (Community Channel, Multi Channel satellite) - Music (home recording, distribution, pirate radio) - Written word (Desktop publishing, internet blog sites)

10. Case Study - MySpace and ‘user generated content’ MySpace is a social networking site. It specialises in ‘user generated content’. What does this mean? Initially it began as version of MSN, whereby people could simply chat to each other. It has now become a forum for debate, a promotional space to promote whatever product/service you have, or a place where you can post photos/messages etc. My Space has been bought out by Rupert Murdoch’s News Corporation. However, it is widely recognised that its popularity is declining – what sites have replaced it?

11. Lily Allen and MySpace It has been claimed that pop artist Lily Allen’s fame is also due in part to her being promoted on MySpace. In response to an interview question "The way it's been portrayed in the media, is that you were almost like discovered by MySpace; how accurate is that?" Allen responded "Not accurate at all, I had a record deal before I set up my MySpace account so, erm, that... couldn't really be further from the truth." Nevertheless, Allen's work was widely circulated and gained popularity due to her MySpace profile. Allen’s success reflects the ‘digital zeitgeist’ of her fans and is perhaps a benchmark for the future whereby artists can cut out the record industry A&R completely. Read article: ‘Mister Space Man’.

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

13. Other reasons for multi-national ownership of the music industry. Experimental: They can afford to experiment with new ideas, genres, artists. Mainly because they buy out smaller independent companies. Competition: can’t afford to be left behind and be taken over. Takeovers: Can afford to take over any direct competitors (e.g.. Sony and Bertelsmann) Public perceptions and image: can develop a ‘brand loyalty’.

14. Criticisms of multi national ownership Creates Monopolies. When a single media organisation dominates production and distribution in a particular industry. The music industry is controlled by the ‘big four’. Exploits the consumer. For many years the music industry was accused of exploiting the consumer particularly over the price of CDs. In the modern music consumer world, music can be obtained digitally for free, forcing the music industry to create on line music stores. Is culturally imperialistic. The idea that one culture can dominate and dictate to other cultures. This can be said of the music industry whereby in recent years US influenced music controls and dictates the market. E.g: Estelle ‘American Boy’ Doesn’t allow smaller independent media companies to flourish. The Smaller independent companies cannot compete with the big four, many of whom end up being bought out. Suppresses ‘creative freedom’ for the artists. Many artists have complained that their record label dictates their creative output, not giving them the freedom to make the music they want to make. This is particularly true in the mainstream pop market where ‘the brand’ is very important.

15. Support for the multi nationals Creates more consumer choice. Monopolies have more money and greater power than smaller companies and are therefore able to offer more. Established brands are maintained as the ‘status quo’. Customers have confidence in well known brands Saves smaller labels from going under. Investment from large companies can save small companies who cannot afford to compete. Creates advancements in media technology. A number of smaller companies merging under the one can afford to become more technologically advanced.