WJEC A2 Media StudiesMS4 Music Industry

Globalisation and the Music Industry

What is Globalisation?Globalisation is the process by which the

world is becoming increasingly interconnected as a result of massively increased trade and cultural exchange.

Globalisation has increased the production of goods and services. The biggest companies are no longer national firms but multinational corporations with subsidiaries in many countries.

Globalisation has been taking place for hundreds of years, but has speeded up enormously over the last half-century.

Globalisation in Media StudiesGlobalisation is a term that refers to the way

media producers are able to reach global audiences with their texts and messages.

Globalisation has been enabled by convergence in media companies and convergence in technologies.

Convergence of media companies and technologies first started in the 1980s.

Globalisation: HistoryMarshall McLuhan coined the phrase ‘global

village’ to explain the phenomena of globalism – whereby the whole world has become one ‘village’ providing media producers with the power to reach global audiences and audiences with the ability to access media previously unavailable to them (i.e. from around the world).

Globalisation: HistoryThe digital revolution in the 1980s meant

that global audiences could access international media forms from devices that became increasingly ‘converged’ – phones and televisions and computers and cameras have become unified in single, neat, small, portable devices with fast access to the world wide web and a diverse range of media texts.

GlobalisationPower to Producers and AudiencesMedia technologies have increased the reach

and power of producers but they have also enabled audiences to become increasingly able to select media content that is tailored to their needs and pleasures.

Audiences have also been able to access content that has increased their knowledge and understanding of other cultures. Think of the ways that, for example, Japanese audiences have developed their thirst for European culture or American films and vice versa.

Globalisation: AudiencesAudiences have also, because of the

convergence of technologies, been able to become more interactive and also more able to create media content and media texts themselves.

Cultural ImperialismAmerica’s dominance of the Global Village has

been nicknamed ‘McDonaldisation’ and is an example of Cultural Imperialism – where they have imposed (not through force) their ideologies and values on many other countries.

This means that cultural perceptions (how any society or culture ‘understands’ the world) has been increasingly shaped by the ideologies and values promoted by America and its conglomerate media corporations – this is also called Cultural Homogenisation.

Globalisation: Issues and DebatesGlobalisation is therefore a good thing if we

think of the way it has enabled people to become more connected but it’s a bad thing when that connection is influenced so much by American or Western values – at the expense of local, regional and national values of other countries.

Globalisation and MusicAmerica and the UK have been at the

forefront of this industry (in the modern world) even though every country has its own tradition of songs and music genres.

A music revolution (from classical to modern) took place over several decades but really exploded in the 1950s with the birth of rock ‘n’ roll. Initially American music dominated with artistes such as Buddy Holly and Elvis Presley but Britain presented The Beatles to the world in the 1960s and the rest is history.

Globalisation and MusicMusic developed globally, very quickly,

because, as an aural form of media, it was spread via the radio.

Mobilisation during the war years meant that American music found its way here to the UK and heavily influenced our styles and tastes but, as referenced above, we were also quick to make our mark on American music when we exported home-grown artistes, such as The Rolling Stones and David Bowie.

Globalisation and Music HistoryIt was difficult to acquire ‘imports’ (vinyl

records that had been produced in other countries – even in America - in the 1960s and 1970s so American and British artistes needed to sign to labels who had a presence in both countries.

Globalisation and Music HistoryIt was difficult for British artists to break the

American market in the mid 20th century because their music genres were so segmented. There was a chart for country, a chart for rock, a chart for black music (Motown) etc. and these genres were very regionally specific.

The size and scale of Britain made it relatively easy to cut vinyl discs and distribute them to record stores nationally.

Globalisation and Music HistoryAll of this changed after the digital

revolution. Music that had previously been produced on vinyl discs and then cassette tapes was now produced in CD format (compact disc) with music tracks stored as digital files.

As music technologies developed at a rapid rate these music files became easily transferred to numerous devices and were instantly and electronically portable.

Globalisation and Music HistoryGlobal Services such as ITunes have made it

possible for global audiences to access a fantastic range of music.

The use of soundtracks and incidental music in films and advertising has also (synergy) promoted American and British music globally.

Similarly, though not on such a large scale or with as much impact, the western world has been introduced to World Music.

Globalisation and Music HistoryA look at the charts in various countries

reveals an interesting picture:USA Billboard Charts UK Official Top 40Germany Top 100Australia Top 100Brazil Top 20Japan Top 100Russia Top 20

Globalisation and Music HistoryRecord Labels (the Majors) have offices in

most countries in the developed world and there are still high street outlets for the sale of music as well as the numerous online providers.

International concerts have also increased the visibility of artists, globally, especially when these are also increasingly televised.

Globalisation and MusicThe following resources will enhance your

understanding of the Music Industry and Globalisation:

The Causes of Globalisation: History/Context (PPT)

Globalisation and Cultural Imperialism (PPT)Globalisation and the Evolution of Music (Video)Globalisation of Music (Video)Globalisation of Pop Music (Video)

Globalisation: Case StudiesTaskLittle MixBeyoncéLittle Mix

To what extent are your Case Studies global?

Globalisation: Case StudiesTask 1To answer this question you need to research

the following about your Case Studies:Country of OriginGenresLabels Signed ToSong Titles and LyricsInternational Record SalesInternational Concerts

Globalisation: Case StudiesTask 1To help you answer this question look at the

following web sites:Biggest Music Acts in the World 2015Best Selling Music ArtistesWorld MusicBeyoncé Global Superstar and Pop QueenLittle Mix TourCatfish and the Bottlemen 1Catfish and the Bottlemen 2

Globalisation and The Music IndustryTask 2On your task sheet for Globalisation and the

Music Industry compare the advantages and disadvantages of globalisation for music artistes, record labels and audiences.

Watch these final videos (in addition to all the other resources offered) to help you:

https://www.youtube.com/watch?v=aqz3DaisBz8 https://www.youtube.com/watch?v=NUS-WRrjpUM https://

www.youtube.com/watch?v=JJ0nFD19eT8&index=2&list=RDROGTduFDTnA