Homework recap – in pairs discussHomework recap – in pairs discuss

For a musical artist of your choice For a musical artist of your choice write about them, introducing them write about them, introducing them and how they have been marketed:and how they have been marketed:• Using traditional marketing?Using traditional marketing?• Or non-traditional marketing?Or non-traditional marketing?• Or a combination of both?Or a combination of both?

MarxismMarxism- The Marxist approach:The Marxist approach:

- Karl Marx said that one reason the working Karl Marx said that one reason the working masses (proletariat) were being controlled by the masses (proletariat) were being controlled by the “dominant ideology” was through the media. “dominant ideology” was through the media.

- The “dominant ideology” of the government and The “dominant ideology” of the government and big businesses control the “means of production’.big businesses control the “means of production’.

- In the new ‘digital’ world the “means of production” In the new ‘digital’ world the “means of production” is increasingly handed over to new groups of society is increasingly handed over to new groups of society – us! – us!

- The masses and not the “dominant ideology” of The masses and not the “dominant ideology” of government and big business are setting the agenda government and big business are setting the agenda for making media.for making media.

The Music Industry The Music Industry Case studies:Case studies:

EMI and Def JamEMI and Def Jam

Case StudiesCase Studies-In order to achieve success in this exam you will In order to achieve success in this exam you will need to write about specific case studies in your need to write about specific case studies in your essay.essay. -You should be very familiar with at least two record You should be very familiar with at least two record companies – one companies – one majormajor label and one label and one independent independent label and the ways in which they operate.label and the ways in which they operate.

-We will look at two together here and then in groups We will look at two together here and then in groups you will research into another two that you will you will research into another two that you will present back to the class in the form of a PowerPoint.present back to the class in the form of a PowerPoint.

Multi –nationals .. A reminder.Multi –nationals .. A reminder.

Large profits:Large profits:

‘‘The big four’ accounted for 71.7% of the global retail music sales:The big four’ accounted for 71.7% of the global retail music sales:

Universal Music Group — 25.5% Universal Music Group — 25.5% Sony BMG Music Entertainment — 21.5% Sony BMG Music Entertainment — 21.5% EMI Group — 13.4% EMI Group — 13.4% Warner Music Group — 11.3% Warner Music Group — 11.3% independent labels — 28.4% independent labels — 28.4%

EMIEMI-EMI is one of the world's leading music companies, EMI is one of the world's leading music companies, home to some of the most successful and best known home to some of the most successful and best known recording artists, songwriters and music catalogues.recording artists, songwriters and music catalogues.

-EMI has two operational divisions - EMI has two operational divisions - EMI Music EMI Music and and EMI Music PublishingEMI Music Publishing..

-- - EMI MusicEMI Music deals with the artists and the promotion deals with the artists and the promotion of musicof music

-EMI PublishingEMI Publishing looks after the rights of songs. Every looks after the rights of songs. Every time a song is played on radio or used on TV for time a song is played on radio or used on TV for example the publishing company ensures that the example the publishing company ensures that the artist gets paid. This is a successful source of income artist gets paid. This is a successful source of income for the company and they look after acts on other for the company and they look after acts on other record labels as well as their own.record labels as well as their own.

-EMI is the only privately owned major music companyEMI is the only privately owned major music company

EMI Record Companies EMI Record Companies OwnedOwned

-EMI have bought out and also own lots of other record EMI have bought out and also own lots of other record companies:companies:

EMI ArtistsEMI Artists

History – Key History – Key DevelopmentsDevelopments

-The The Electric and Musical Industries LtdElectric and Musical Industries Ltd formed in March 1931 formed in March 1931 from the merger of the from the merger of the UKUK Columbia Columbia GraphophoneGraphophone Company Company and and the the Gramophone CompanyGramophone Company, famous at the time for its record label , famous at the time for its record label "His Master's Voice""His Master's Voice". From its beginning, the company was . From its beginning, the company was involved in both the manufacture of recording and playback involved in both the manufacture of recording and playback equipment and the provision of music to play on its machines equipment and the provision of music to play on its machines

-In 1931, the year the company was formed, it opened the In 1931, the year the company was formed, it opened the legendary recording studios at legendary recording studios at Abbey RoadAbbey Road, London. , London.

-EMI released its first LPs in 1952 and its first stereophonic EMI released its first LPs in 1952 and its first stereophonic recordings in 1955 (first on reel-to-reel tape and then LPs, recordings in 1955 (first on reel-to-reel tape and then LPs, beginning in 1958). beginning in 1958).

History – Key History – Key DevelopmentsDevelopments

-During the late 1950s, 1960s and early 1970s, the During the late 1950s, 1960s and early 1970s, the company enjoyed huge success. The groups and solo company enjoyed huge success. The groups and solo artists signed to EMI and its subsidiary labels -- artists signed to EMI and its subsidiary labels -- including including ParlophoneParlophone, , HMVHMV, , Columbia Columbia GraphophoneGraphophone and Capitol Records -- made EMI the best-known and and Capitol Records -- made EMI the best-known and most successful recording company in the world at that most successful recording company in the world at that time, with a roster that included scores of major pop time, with a roster that included scores of major pop acts of the period including acts of the period including the Beatlesthe Beatles, , the Beach Boysthe Beach Boys, and , and Pink FloydPink Floyd. .

History – Key History – Key DevelopmentsDevelopments

-Robbie WilliamsRobbie Williams signed a 6 album deal in 2002 signed a 6 album deal in 2002 paying him over £80 million ($157 million), paying him over £80 million ($157 million), which was not only the biggest recording which was not only the biggest recording contract in British music history, but the second contract in British music history, but the second biggest in music historybiggest in music history

-In May 2006, EMI attempted to buy In May 2006, EMI attempted to buy Warner Music GroupWarner Music Group, which would have , which would have reduced the world's four largest record reduced the world's four largest record companies (companies (Big FourBig Four) to three; however, the bid ) to three; however, the bid was rejected was rejected

EMI and New Media EMI and New Media TechnologyTechnology

- 1993: 1993: EMI Music's first websites went liveEMI Music's first websites went live

-1998: EMI streamed the first complete album over the 1998: EMI streamed the first complete album over the internet, Mezzanine by Massive Attack. internet, Mezzanine by Massive Attack.

-1999: EMI was the first company to release a digital 1999: EMI was the first company to release a digital album download, David Bowie's …Hours. album download, David Bowie's …Hours.

-2001: EMI launched the first internet video single. 2001: EMI launched the first internet video single.

-2007: EMI became the first major music company to 2007: EMI became the first major music company to make its music available without digital rights make its music available without digital rights management (DRM) software.management (DRM) software.

Def Jam - Def Jam - BackgroundBackground

•Def Jam started out as an independent record label. Def Jam started out as an independent record label. An An independent record labelindependent record label (or (or indie record labelindie record label) is a ) is a record label operating without the funding of or outside the operating without the funding of or outside the organizations of the organizations of the major record labelsmajor record labels. .

•However, it was bought out by Polydor in 1994 and in 1998 it was However, it was bought out by Polydor in 1994 and in 1998 it was merged into Universal music (one of the big 4).merged into Universal music (one of the big 4).

•In the UK it is operated through the Mercury music group In the UK it is operated through the Mercury music group (another part of Universal)(another part of Universal)•It has always been and still is primarily a US based hip hop labelIt has always been and still is primarily a US based hip hop label

•Founded by Rick Rubin and Russell Simmons in 1984Founded by Rick Rubin and Russell Simmons in 1984•Many of the big hip hop stars of the 1980’s were signed to the Many of the big hip hop stars of the 1980’s were signed to the label such as Public Enemy, The Beastie Boys and LL Cool Jlabel such as Public Enemy, The Beastie Boys and LL Cool J

Links with other record Links with other record companiescompanies

-In 1997 the company struck a deal with Roc-a-Fella records and In 1997 the company struck a deal with Roc-a-Fella records and made a big star out of Jay Z. Roc-A-Fella also launched the career made a big star out of Jay Z. Roc-A-Fella also launched the career of Kanye West. Jay Z eventually became president of Def Jam in of Kanye West. Jay Z eventually became president of Def Jam in 1999 and was so until 20071999 and was so until 2007

-In 1999 Def Jam created a spin off record label called Def Soul.In 1999 Def Jam created a spin off record label called Def Soul.

-In 1999 it also began distributing artists on the Murder Inc label In 1999 it also began distributing artists on the Murder Inc label including Ja Rule and Ashantiincluding Ja Rule and Ashanti

-Def Jam have also Def Jam have also extended the brandextended the brand through the HBO Def through the HBO Def Comedy Jam show which helped launch the career of many Comedy Jam show which helped launch the career of many African American comedy performers and Def Jam:Icon PS3 gameAfrican American comedy performers and Def Jam:Icon PS3 game

Def Jam ArtistsDef Jam Artists

Def Jam - WebsiteDef Jam - Website- The website is a good example of a record label The website is a good example of a record label website, giving opportunity to view new videos and website, giving opportunity to view new videos and purchase music as MP3 files, ringtones etc. It also has a purchase music as MP3 files, ringtones etc. It also has a Def Jam radio station.Def Jam radio station.

-http://www.defjam.com/site/home.phphttp://www.defjam.com/site/home.php

Group seminar task Group seminar task -In groups research one of the other big 4 companies: In groups research one of the other big 4 companies: Universal, Universal, Sony or Warner.Sony or Warner.

-Then investigate a smaller record label or music streaming site Then investigate a smaller record label or music streaming site of your choosing.of your choosing.

- For both your major label and small company consider the For both your major label and small company consider the following: following:

-Who are they owned by? Who are they owned by? -What artists do they have? What artists do they have? -What is their history? What is their history? -Do they operate in other media areas as well? Do they operate in other media areas as well? -What is their relationship with new technology? What is their relationship with new technology? -How do they market their artists?How do they market their artists?-You will present your findings on your company to the class in You will present your findings on your company to the class in the form of a PowerPoint presentation. Do not copy and paste the form of a PowerPoint presentation. Do not copy and paste everything from Wikipedia – choose the key facts and then talk everything from Wikipedia – choose the key facts and then talk around them!around them!

Some sample questions….Some sample questions….

A) Discuss the issues raised by institutions’ need to A) Discuss the issues raised by institutions’ need to target specific audiences within a media target specific audiences within a media industry which you have studied.industry which you have studied.

B) What effect has new technology had on media B) What effect has new technology had on media industries?industries?

C) Discuss the ways in which media products are C) Discuss the ways in which media products are produced and distributed to audiences within a produced and distributed to audiences within a media area which you have studied.media area which you have studied.

D) How are media products marketed and D) How are media products marketed and distributed within the media industry that you distributed within the media industry that you have studied?have studied?

E) How has the audience relationship with your E) How has the audience relationship with your media industry changed over recent years? media industry changed over recent years?