Web 2.0

Websites where users can upload/download rather than just look e.g. Youtube, Facebook & Twitter

Production --> Distribution --> Exchange

Consumers create the content of the website - they become PROSUMERS

Parodies are an example of web 2.0 - they are REproduced, REcreated & REdistribuited.

Beck - Songreader

Beck released his latest album as sheet music with no recorded form.
Lots of people have been buying his sheet music (album) which is sold as a book and then created their own versions and then posting them online.

This is very unique and gives a chance for the audience to build exposure for themselves and create their own audience.

This promotes an independant company structure which sits outside of the corporate business by created an individual music production.
It shows the importance of social media in distribution and the online communications of sharing music.
It also gave Beck a chance to show digital creativity and create online global distribution.

This has distrupted the pattern of :

Production

Distribution

Consumption

Benefits of Syco-Sony joint venture

• Syco TV finds new talents through TV talent shows in UK and USA
• Winners sign a record deal with Syco Music  (production)
• Syco Music is distribuited by RSA, Epic and Columbia (distribuition)
• Sony manufacture hardware devices: computers, phones, TV, games console (consumption)
• Acts are promoted by the shows: audiences build relationships with new artists; showcasing of established artists through performance and as guest mentors (marketing)

Syco Music - Current artists

Leona Lewis (full UK deal and joint U.S. deal with RCA Records)

Olly Murs (joint UK deal with Epic Records and joint U.S. deal with Columbia Records)

Rebecca Ferguson (joint UK deal with RCA Records and joint U.S. deal with Columbia Records)

One Direction (full UK deal and joint U.S deal with Columbia Records)

Cher Lloyd (full UK deal and joint U.S. deal with Epic Records)

Susan Boyle (full UK deal and joint U.S. deal with Columbia Records)

Jackie Evancho (full UK deal and joint U.S. deal with Columbia Records)

Alexandra Burke (joint UK deal with RCA Records and joint U.S. deal with Epic Records)

Labrinth

Il Divo

Andrew Johnston

Melanie Amaro (joint U.S. deal with Epic Records)

Chris Rene (joint U.S. deal with Epic Records)

Jonathan and Charlotte

Molly Rainford

Ryan O'Shaughnessy (joint UK deal with RCA Records)

Rachel Crow (joint U.S. deal with Columbia Records in association with Nickelodeon)

Little Mix (full UK deal and joint U.S. deal with Columbia Records)

Loveable Rogues

James Arthur

Tate Stevens (joint U.S. deal with RCA Nashville)

Emblem3 (joint U.S. deal with Columbia Records)

Fifth Harmony (joint U.S. deal with Epic Records)

Carly Rose Sonenclar (joint U.S. deal to be announced)

Ella Henderson

Most of these artists are from X-factor, Britains Got Talent and American Idol. They have been manufactured by Syco TV who also produces X-factor.
Artists last 2-4 years with the label depending on their success.

Radiohead: 'In Rainbows' marketing strategy

1. Radiohead used digital technology to promote their album prior to releasing the album. They announced it's digital download launch as a blog post. They streamed a live webcast of them performing the album and they set up a music video competition online as a animated website. Radiohead used digital technology to have control over their album and give the audience a choice as to how much they would pay for their music. They released their music download through their own website 'inrainbows.com rather than itunes to have that control.

2. This strategy worked well for Radiohead fans since their fans are quite young therefore aware of this technology and more likely to read their blog or visit their website. Also their niche audiences are more willing to appreciate their fresh and original music rather than dedicate themselves to the mainstream 'sellouts'.

3. Radiohead were able to do this since they had been in the music business for a very long time and spent 10 years making a name for themselves therefore they had a lot of experience. They were well established and had successful albums released in the past. Also digital formats were becoming very common so it was a great opportunity to take advantage of the new 'trend'. Radiohead were not very concerned with the money they made but the process of making it and giving their fans something to listen to.

Radiohead: 'In Rainbows' marketing strategy

XL Recordings - developing a niche audience

              Artists:

                  (red X - the one's I've heard of already)

 

o   Adele X

o   Atoms For Peace

o   Basement Jaxx

o   Bobby Womack

o   Dizzee Rascal X

o   Friendly Fires

o   Giggs X

o   Gil Scott-Heron

o   Gil Scott-Heron & Jamie xx

o   Jack Peñate

o   Jack White X

o   Jai Paul

o   M.I.A.

o   Monkey

o   Peaches

o   Radiohead X

o   Ratatat

o   RATKING

o   ROSTAM

o   SBTRKT

o   Sigur Rós

o   The Horrors

o   The Prodigy X

o   The Raconteurs

o   The White Stripes

o   The xx

o   Thom Yorke

o   Titus Andronicus

o   Tyler, The Creator X

o   Vampire Weekend

o   Willis Earl Beal

Vampire Weekend's music belongs to the sub-genre indie rock. They mainly tour in Austin, Texas.

Atom for Peace's music belongs to the sub-genre rock & electronic. They mainly tour in captial cities such as London, New York and Berlin.

Jack Peñate's music belongs to the sub-genre alternative indie rock, soul and pop. He mainly tours in the UK.

The White Stripes music belongs to the sub-genre alternative rock and indie. They toured worldwide.
 

There is a connection between all these artists as their genres are very edgy and unique. They also mostly active in Europe and North America, this may be because thats where their offices aee based. Adele is the main 'wage earner' in which the label is profiting off and other artists such as Ratking are 'loss leaders' who just build a portfolio for the label.

 

 

 

XL Recordings - an independent record label

http://www.xlrecordings.com/

XL Recordings is based in UK, London.
They have two offices in which one is in London and the other in New York.

XL Recordings is much smaller than Sony Music Entertainment as they have a smaller range of artists and offices. Whilst Sony is a major record label that has mass audiences for their artists, XL Recordings being an independent record label has niche audiences for their artists.

A mass audience is one that appeals to a broad number of people and most of the time these audiences may overlap in the artists they listen to e.g. people that listen to Beyonce may also listen to Micheal Jackson and many others that are part of major record labels.

Independent record labels mainly attract and build several niche (specific to that genre) audiences for their artists. Sometimes the audiences may overlap but not as much as they do with mass audiences.