Questions to Practice Discuss how the labels you have studied appeal to their target audiences? How far has technology changed the way that music is marketed and promoted for the companies that you have studied. What are the positive and negative effects of new technology for the labels and audiences you have studied? How does the type of record label effect the products that are produced and marketed with the labels you have studied.
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Questions to PracticeDiscuss how the labels you have studied appeal to their target audiences?
How far has technology changed the way that music is marketed andpromoted for the companies that you have studied.
What are the positive and negative effects of new technology for the labelsand audiences you have studied?
How does the type of record label effect the products that are produced andmarketed with the labels you have studied.
G322 Music Industry Exam Preparation
Terminology TEST
Consumption
Synergy
Cross Media Promotion
Proliferation
Ownership
Convergence
Sampling effect
Level 3:Define at least 3 of the following terms.
Level 4: Add an example for each one.
Piracy Re-Cap
Write a PEE about how SONY combat piracy
P One way that Sony have tried to combat the negative effects of piracy is by………………
E
E This allows them to……………………
G322 Music Industry Exam Preparation
To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?
Production
Distribution
Marketing/Promotion and Targeting Audiences
Consumption/Exchange
What are the traditional ways of marketing music artist?
What are the ways that new technology/digital media has effected marketing and promotion?
This is VITALTo record companies particular major labelsWho may spend huge budgets on marketing artists
By the end of the lesson I will be able to:
Contemporary Marketing Strategies
Cross Media PromotionViral Marketing/Online MarketingDirect MarketingMobile MarketingApps and use of new technology
Fragmented AudiencesDivided/niche specialistNon-traditional use of the media eg. watching TV etc
Institutions/Owners/Artists want to get their music/products to the target audience
AIM
PROBLEM
SOLUTION
CROSS MEDIA PROMOTION/Horizontal Integration
CROSS MEDIA PROMOTION-using more than one type of media to promote artists. For example 1Directions songs performed on Glee (music and TV)
HORIZONTAL INTEGRATIONCompanies using their other media outlets THEY OWN to promote their artists
Independent Label Example
:
Aerosmith (signed to Sony) have earnt more money in royalties from Guitar Hero on PS3 than from selling albums in the last few years
Sony Example:
Viral Marketing
What is it?Viral Marketing- using audiences and the internet to spread a marketing messageViral marketing is a great talent launching mechanism if done correctly. It works particularly well for bands and musicians for 2 key reasons
1. Friends trust each others judgment 2. It’s inexpensive
Sony Example:
Independent Label Example:
Direct Marketing
What is it?
Direct Marketing-Needs can be identified and profiles of interest can be compiled to enable them to
targeted with future products
This way concert tickets, merchandise as well as music can be targeted to fansI Tunes can create a profile of audiences tastesWe7, Last FM, YouTube Facebook all do this.
Sony Example:
Independent Label Example:
Mobile Marketing
What is it?Using Smart phones to target audiences such as apps and augmented reality
Sony Example:
Independent Label Example:
Apps MarketingWhat is it?- using innovitive mobile and tablet applications to
engage and share
Sony Ericsson Xperia handsets on the Orange network will have access to an exclusive David Guetta app linked to a Facebook site hosted by the two brands. The site will feature previews of upcoming tracks, videos and competitions to meet the DJ and become a reporter on his Facebook page
The companies say their new marketing campaign is timed to fit in with the release of David Guetta's latest album, the summer festival season
Sony Own Example:
Independent Label Example:
Collecting Evidence
EVIDENCE CHALLENGE
You will have 10mins at each station
1. Contemporary evidence2. Independent Label research3. Twitter terminology desk4. Planning an answer to the question
Collecting Evidence
Write a plan for the following exam question using this evidence
To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?
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