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The Music Industry,Marketing, Promotion
& Music VideosAn Introduction
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Introduction to Music Industry
• Musical taste can be a controversial topic- almost to the point of tribalism.
• It is contentious because it defines and often signifies personality and lifestyle. Musical taste is about the way you dress, speak and sometimes act.
• However, all commentators agree that Music and its trends -sit at the epicentre of popular culture.
• Not only to the extent that an individual can derive a sense of identity but to the extent the global community can be changed by Musical Trends
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Inspiration or Perspiration?
Some critics believe that Music and Industry are in many ways
incompatible terms.
Why?
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Key Tensions
• It is this ‘dynamic tension’ that exists between the artistic and commercial forces & underpins the success of this vast media business.
• A tension between the ‘naturalistic’ or organic and ‘manufactured’ or synthetic.
• Another feature to consider is the music industry ‘synergetic connections’ with other media forms –this codependence with other media means that a ‘mutual reliance’ can be productive but also risky.
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The Place of the Pop Video
• You must understand that the pop video is only one strand of a an often multimedia campaign.
• The overview is a diagram of the contributing and sometimes, conflicting forces behind music/media creation.
• Examine the overview of the UK Music Industry – how significant is the pop video as a text or product within this scheme?
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The Music Industry
• Dominated by 4 transnational corporations
– Universal Music Group (French multinational)
– Sony Music Entertainment (Japanese multinational)
– Warner Bros (US multinational)
[ EMI (British multinational) – defunct from 2012]
• Known as ‘The Majors’
• Largest music retailer is Apple’s iTunes.
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The Music Industry
• Most majors also own, or licence, a string of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre
• These companies are known as ‘major-independents’
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The Music Industry
• Finally, there are a huge number of small companies with little or no financial connection to the majors
• These companies often concentrate on a small number of artists, within specialised niches in the industry
• Known as ‘independents’
• What do you think is the relationship between Majors and Independents?
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The Music Industry
• It is misleading to see the industry simply as a ‘hierarchy’, dominated by the majors
• A better description is a ‘web’ of companies, whose connections allow:– smaller companies to gain access to bigger markets– bigger companies to gain access to new artists and
movements in popular music
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The Music Industry
• In turn, most record companies organise themselves internally into several key areas:
– Artists and Repertoire (A&R)
– Marketing/Artist Development
– Promotions
– Legal
– Financial
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The Music Industry
• The industry as a whole has a complex relationship with a number of different media : Radio, TV, Print media, Film, New Media
• Synergy and symbiosis
• Within these relationships the Music Video serves a number of purposes
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The purpose of the Music Video
• Music video serves a number of different functions:
– Promotes a specific single and, normally, an album– Promotes a specific artist or band– Creates, adapts or feeds into a ‘star image’– Entertains as product in its own right– Reinforces, adapts or undermines the ‘meanings’ of a
song
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Music Video
• Often contains a number of different elements:
– Performance
– Narrative
– Thematic
– Symbolic
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Music Video
• Visually stylish – ‘artistic’ mise-en-scene
• ‘Rhythmic’ montage, fragmented style
• Intercutting
• Experimental use of camera/editing
• Fast pace
• Conspicuous lighting and cinematography
• Often break the rules of continuity editing
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Music Video
• A visual equivalent to music
• Encourages repeated consumption
• Encourages identification or desire for the artist
• Provides an open, polysemic experience for the viewer
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Current ‘threats’ to the Music Video
In many respects the pop video is becoming defunct and irrelevant…
• Artist > Internet > downloading audiences
• Manufactured programmes with live feeds
• Music television becoming more mainstream – MTV?
• Can you think of any other threats to the music video?• What do you think is the future of the Pop Video?