Essay Question- 'How important is Convergence to the Music Industry?'

How important is Convergence to the Music Industry?
Consider the impact on institutions and audiences,
including an exploration of a UK based record label in your response.

Convergence in the music industry in when one product has the ability to do more than one function, for example a phone can ring, text, take photos, browse the Internet, listen to music and record videos.

Convergence has also had an impact on the audience that listens to music, mainly through the different music formats like CD and MP3 for example. For audiences new advanced technology and convergence means that there are not rigid and separate media as due to convergence they can all be put into one item, this therefore means there is now the merging of different media sectors and there are now cross media products. For the consumer and audiences this means that different media products are now linked together. This more sophisticated technology now allows audiences to not have too carry around loads of different products now can now carry just one which can carry out all the different functions, for example instead of having to carry round a camera, a computer, a CD player and so on, consumers now just need a mobile phone as due to convergence it can take photos, listen to music and browse the Internet as well as the usual functions of a mobile phone like calling and texting. This makes music a more social event as before you would have to listen to your CD player and gives audiences a more graphic experience but at the same time is much more convenient as you don't have to carry around lots of different products with you.

The Music Industry itself has felt a big impact from convergence as well as the consumer audience, mainly through the record labels having to make changes to keep up with the new technologies and way of music distribution. Due to convergence people are consuming music differently so therefore record labels have to distribute there music through different musical formats like MP3 downloads, web 2.0 is responsible for a change in the distribution of music with the user generated content on the Internet. Record labels have to make sure they keep up with these changes so they make sure that they still keep making money. Vertical Integration is one way that producers are making sure they keep making profit, vertical integration is when one company makes lots of different products so for example 'Apple' make Macs, ipods, ipads, iphones and so on. Also record labels are using things like social networking sites as links on their websites to make sure they keep up with the changes in the industry, Synergy is a way that companies are joining together to try and make profit, for example you have orange Wednesdays at the cinema and companies like 'O2' and the iphone have teamed up. The physical formats of music are now becoming obsolete which is a big problem for the music industry as it means that record shops and the music industry are going to make less money with the popularity of convergence and MP3 downloads, convergence has also created new genres of music that would not of been possible before like electro. This means record companies have to look to make money in different ways through there websites like for example through social networking sites like face book and my space which actually helped to discover artists like 'Lily Allen' and bands like 'The Arctic Monkeys' , also record companies have to focus on live gigs and MP3 downloads to make money.

An example of a record label that is using convergence is 'Soul Jazz Records'. 'Soul jazz records' produce very niche type music and are not mainstream, the genres of music they produce are Reggae, Dub step, House/Techno, Hip Hop, Post Punk, Funk and Soul, Jazz, Latin, and Brazilian. So it is clear to see that 'Soul Jazz' records offer a wide range of different genre music. To reach the consumer audience 'Soul Jazz Records' has to use different strategies, one of these being 'Convergence'. One of the main strategies 'Soul Jazz' records use to promote and distribute there music is through there website which is also an online store for the artists is has on its label. The website has links to all the artists which gives you detailed backgrounds on the artists and bands and about there music, also with music samples. The website reaches a wide audiences as the store has CD's, LP's, Vinyl and MP3. The website uses multi-media platforms as it has advertisements for DVDs which include music from artists on there label. These are all examples of how 'Soul Jazz' records are having to use convergence and other strategies like links to the artists and through other multi media platforms. Also different labels are shown on the website, which is called 'sistalabels' which is partnerships with other labels and creates a symbiotic partnership and this specialises its audience further as its creating its own scene. The other labels on the 'Soul Jazz Records' page are Studio one, Universal sound and World Audio
Foundation.

In conclusion and to answer the question 'How important is convergence to the music industry' I believe it is very important although is at the same time damaging the music industry. Convergence is damaging the music industry as its helping to create the problem of illegal downloading which means its very difficult for the music industry to make any money and also making the physical format of music almost obsolete, although at the same time these changes and the popularity of downloads is forcing the music industry to change and keep up with new technologies so in a way is actually moving the industry forward.

Music Players

In todays lesson we looked at how the changes in technology have changed the way we listen too music.

-Gramaphone

• Thomas Edison (1880s).



• Created culture of private music listening experience.



• Now considered 'cult' and 'retro'.



• No longer had to go to live performances to listen to music.



• Gave birth to Vinyls and record players.

-The Cassette

• 'Phillips' introduced the compact audio cassette.



• Became popular in the late 1970's, there was now a portable way of litening to music in the car or walking around.



• Links to the 'boombox' and the 'walkman'.



• Frowned upon by the music industry as they were easily copied and were responsible for the start of music piracy.



• Created underground scenes and punk movement.



• 'Sony' pressured 'Phillips' to licence the format for free and therefore it became popular.



• Cassettes decline in early 1990's due to arrival of CD's.

-The CD (compact disk)

• Remains the standard physical system to listen to music.



• Quality better than cassettes and more information can be held on them.



• Represents music industry trying to get music hardware back but failed.



• Example of Vertical Integration.



• Loss some popularity, beggining in the early 2000's.

Key Findings

• Technology and hardware greatly influenced music institutions and audiences over the last 4 decades.



• The issues present today (file sharing, piracy, ownership, control) have been around for decades.



• What is important is that the music industry responds and adapts to these issues and changes.

Self Produced bands and artists-

Arctic Monkeys-free demos, web 2.o (myspace).

Lily Allen-SNS & web 2.0 (myspace and twitter).

Sandie Thom-webcast from home, Global village, social networker, web 2.0.

Enter Shikari- created own record label ('ambush reality'), web 2.0, global village.

Hadouken!- USB mixtapes (convergence and digital technology), social networkers, global village.

Key problem is the fact you cant control how people access and listen to music so record labels are having to adapt and change.

Kitchenware Records

Kitchenware Records is an independent record label based in Newcastle upon Tyne, UK. It was founded in 1982 by Keith Armstrong and Phil Mitchell, and was originally part of The Soul Kitchen, an artist collective and nightclub. Of this current roster of artists, Editors are currently the most successful.

The type of music:

The artists the record label promote are-

Prefab Sprout
Editors
The Motorettes
Sirens
Kate Walsh
Kid Coda
The Changes
Karima Francis
Waiting For Volkaerts

These artists all cover a wide genre of music from indie to soul, showing that 'Kitchenware records' is not mainstream but open to all types of music including more alternative and niche artists, 'we just work with music we love' is a quote from the 'Kitchenware Records' website. Also the fact that when looking at the artist and bands name they are not bands or artists you recognise excluding perhaps the 'Editors' so it shows that the label is very niche and depends on the loyalty of there fans. There is also a part of the website where the labels asks its audience to send in there own musical demos which shows the labels audience do there own 'DIY' music and are very musical people themselves.

'Kitchenware records' also distributes and promotes its music too its audience through various techniques. When just looking at the layout and design of there website they are appealing to there audience as it looks very sort of 'warehouse' and run down, which is a very niche and indie look which is the types of audience there label appeals too.

The artists on the record label are promoted on the web page by having a list of the artists and next to them being links to youtube, myspace, amazon, spotify, last fm and the artists own website. Through these links you can access information about the artists and also gain access to there music. This is an example of web 2.0 and a example of SNS (social networking sites). Another way in which the website promotes its artists is it has the artists and bands music videos on the part of the page which shows latest videos, there you can listen to the music and sample it for free.

On the actual website there is no clear way to how the music is distributed but if you simply click on the bands link it will take you straight to there website where music is offered for distribution in different formats like CD and MP3 and also there is a list of gig dates which is important for the independent label as this is an important way for them to make money.

When looking at the relationship between 'Kitchenware records' and the mainstream there are few similarities to be found. One similarity is that they both use website links to artists and social networking sites for promotion purposes but the differences are the DIY section of the 'Kitchenware records' website as it shows they are willing to take in demos and listen to more amateur and unpolished type music. The labels also offers much more niche genres of music to its audience as this is the music their audience like and at the same time is much more personal that the mainstream labels as 'Kitchenware' records depends alot on audience loyalty.

Soul Jazz Records www.souljazzrecords.co.uk

In today's lesson we looked at the music label 'Soul Jazz Records' and answered four questions whilst doing our research.




What kind of music do 'Soul Jazz Records' produce?





The music Soul Jazz records produce is very niche and not mainstream pop music, the genres of music they produce are Reggae, Dub step, House/Techno, Hip Hop, Post Punk, Funk and Soul, Jazz, Latin, and Brazilian. So it is clear to see that 'Soul Jazz' records offer a wide range of different genre music.





What strategies do 'Soul Jazz' records use to promote and distribute music ?





One of the main strategies 'Soul Jazz' records use to promote and distribute there music is through there website which is also an online store for the artists is has on its label. The website has links to all the artists which gives you detailed backgrounds on the artists and bands and about there music, also with music samples. The website reaches a wide audiences as the store has CD's, LP's, Vinyl and MP3. The website uses multi-media platforms as it has advertisements for DVDs which include music from artists on there label and also merchandise through clothes and posters and so on.





Who is the audience?





There is a very wide range of audiences for 'Soul Jazz' records as there are many small niche genres of artists which creates lots of little audiences which are not mainstream but instead more alternative. Also different labels are shown on the website, which is called 'sistalabels' which is partnerships with other labels and creates a symbiotic partnership and this specialises its audience further as its creating its own scene. The other labels on the 'Soul Jazz Records' page are Studio one, Universal sound and World Audio Foundation.





What is the relationship between 'Soul Jazz Records' and the mainstream music industry?





When comparing the two there are very few similarities as 'Soul Jazz Records' allow you to sample music but do not use social networking sites on there web page, this is to keep there core audience which is niche and not mainstream. Also something 'Soul Jazz' records do which one of the big four like 'Sony' wouldn't is join up with other labels for there benefit. Although the one similaritie i can see between the two is that they do both offer Mp3 downloads.

Notes from 05/03/10

In today's lesson we looked at key terms in the music industry and looked at the production, distribution and the consumption trends within the music industry and then were asked to blog our notes.

Key Terms-

-Web 2.0
-SNS
-Convergence
-Vertical Integration
-Synergy
-Production
-Distribution
-Consumption
-Global Village

Distribution-promoting music and getting it into shops, on the radio and downloaded for payment. Internet is now a primary source of music and illegal downloads are seen to cost the music industry money as music is now seen as 'free'. As re in decline and becoming a rarity the industry is forced to think of other distribution methods like games, live music and applications. The main problem is that its difficult to regulate distribution and the ownership of music is now 'virtual'.

Web 2.0- responsible for the changed in the distribution of music and the user generated content on the Internet.

Convergence-when one product has the ability to do more than one function. For example a phone can ring, text, play music, browse the Internet, take photos and record videos.

Consumption-people buying CD's, downloading music, paying for live concert music and purchasing related products. The user trend is now downloads meaning that record companies have to evolve to find ways of still making money. The physical format of music is now becoming obsolete and can become 'rare' and 'niche'. Bands also have to change their approach to distribution differently and technology means access to music is different with the use of ipods and iPhone and so on, therefore the music industry has to keep up with these changed by releasing music through apps and games. Music is now experienced through multi media approaches for example music videos and the guitar hero games.

Vertical Integration-one thing that producers are doing to keep profit and one company making loads of products so for example apple have Macs, Ipods, Ipads, IPhone and so on.

SNS-is social networking sites like Facebook and Myspace.

Apps-applications.

Global Village-the world becoming smaller due to technology and communication through phones, the Internet and gaming.

Production-how the music is made. The cost is no longer an issue because music can be made by anyone using prosumer technology. New technology in music is leading to more variety and spawning a new genre of new music scenes, including niche markets. There is now more competition due to the variety of approaches available and no musical talent is actually needed now meaning the quality of music may be reduced. The music charts are now no longer required or has to change to reflect listening trends, also wider media now affects the source of music for example ring tones, video games and Internet sensations.

Synergy-when people team together like NME and the record label 'Domino', also O2 and the ihone there is orange Wednesdays in cinemas.

The (2007) Stafford quote offers a helpful way of describing what is meant by the term 'music industry'.

'The music industry can be defined as the organisation of the various activities associated with performing and recording music and distributing access to those performances around the world. Because the basis of musical production is accessible to everyone with a modium of talent, the industry is both more 'open' than film making and less easily controllable than traditional broadcast television. This has lead to a longstanding institutional difference between small and 'independent' music organisations and a large corporate 'mainstream'.

When looking at the 'Stafford' quote he is saying the industry is worldwide with production to distribution to consumption. The quote also says it becomes easier to create music due to technology, so musical ability is no longer required. We can see in the quote from 'Stafford' that he is saying the industry is more 'open' do to freedom and access and the fact its not controllable or financially draining on the artist . To finish 'Stafford's' quote saids that the music industry is divided by the types of record label or institutions, there is mainstream with Sony, Warner, EMI and there is Independents with Rough Trade, Domino and Boy Better Know.

One UK based record label- 'Domino Records'

For this lesson we had to pick one current UK based record label and find out the artists they promote, how they promote using video technology, how they reach their audience and what they are doing to protect there recordings.

My record label of choice is London based record label 'Domino Records' which was begun in 1993 by Laurence Bell and promotes Indie rock/pop music. With high profile releases from the bands 'Franz Ferdinand' and 'Arctic Monkeys' the record label has gone on to become one of the longest running and most successful UK based record labels.

• The artists they promote are:-
  Archie Bronson Outfit
  Arctic Monkeys
  Lou Barlow
  Bonde do Role
  The Blueskins
  Clearlake
  Clinic
  Correcto
  Eugene McGuinness
  The Fall
  Farrah
  Flipper
  Flying Saucer Attack
  Four Tet
  Franz Ferdinand
  Germaine Greer
  Hood
  Jason Loewenstein
  The Kills
  The Last Shadow Puppets
  
  

Domino Records release their music and reach their audience through different types of technology. Internet technology allows artists to introduce their music to a potentially enormous audience at low cost without necessarily affiliating with a major recording label.The design of digital music software encourages the discovery of new music. This, in turn, creates many opportunities for independent bands. Most artists maintain their own websites as well as having a presence on sites such as Myspace.com. Technological advances such as message boards, music blogs, and social networks are also being used by independent music companies.

All record labels including 'Domino Records' have to protect there recordings. Basic copyright law protects songwriters by giving them exclusive rights to grant or deny the reproduction, distribution, or performance of their work.