The Music IndustryCONTEXTUAL RESEARCH BY ISAAC, GEORGIA AND ISAAC

Who owns the record labels? The large majority of the recording/music industry are subsidiaries controlled by three

major conglomerate labels. The subsidiaries are known as the Big Three

The Warner Music Group was in 2011 sold to Access Industries, selling at $3.3bn.

The Universal Music Group is considered the largest of the Big Three, controlling 29.85% of digital album volume sales growth

Sony Music Entertainment is seen as the middle of the big three, with an operating income of $6bn.

Independent record labels On the flipside, independent artists rely on much smaller organisations that operate outside of

the Big Three. A large number of artists begin on independent labels.

In the UK alone, there are over 200 independent record labels – however, some, such as 4AD, are owned by other, larger companies. In the aforementioned example, 4AD is owned by The Beggars Group, who are in charge of the distribution of said record label’s artists. These labels are also known as vanity labels.

The point where independent record labels are no longer considered independent is when, according to the Association of Independent Music (AIM): A "major" is defined in AIM's constitution as a multinational company which (together with the companies in its group) has more than 5% of the world market(s) for the sale of records and/or music videos[…] If a major owns 50% or more of the total shares in your company, you would (usually) be owned or controlled by that major."

What is in a record deal? The definition of a record deal is: A recording contract (commonly called a record

deal) is a legal agreement between a record label and a recording artist (or group), where the artist makes a record (or series of records) for the label to sell and promote.

Artists under the record contract are usually not allowed to record for any other record label except for the one that the artist has made a deal with.

Any guest appearances on other artists’ records will carry a notice “by courtesy of (name of label)”, where that label may receive a percentage of sales.

The label own the copyright to the artist’s content. The exception to this is when the label makes a distribution deal with the artist, in which case the artist is the copyright holder.

How are musicians promoted?Key promotional methods:• News releases• Interviews• Artist collaboration• Product reviews• Event reviews• Charitable

participation• Social networking• Buzz• Advertising• Email listings• Contests• Website

How are musicians promoted? Depending on the artist’s wealth and

target market, a large portion of music marketing techniques can be costly, for example large scale advertising i.e TV advertisements, billboards, bus posters, etc.

However, sometimes exposure can be gained cheaply or for free in the form of events e.g. entering a contest or doing an artist interview on a music TV channel. Social networking is becoming increasingly powerful and thus important. Any artist can promote themselves for free across a wide range of social media networks such as Facebook and YouTube, but it is also key for audience interactivity even with artists promoting themselves with a larger budget.

Above: billboard poster for Lady GagaLeft:Independent artists Twice The Zorro’s album cover

Who is responsible for branding/marketing decisions?

The promotion department in the record label is responsible for all of the marketing of the artist and their image. This means the label has control over the artists image, but depending on the notoriety or popularity of an artist, the more power the label may have over their deals and control over their image. It is key for the artist to pick the right label for them, so they don’t end without control of their content.

Why is a music video so significant? A music video is essentially

the main way the artist impacts the audience’s perception of them and their music. By promoting their image in a certain way it can affect the way the audience interpret their music to a certain extent.

It also makes the artist more appealing to their target audience, for example a death metal band might have more gothic, disturbing visuals than a soft pop band. Either bands’ music video used with the others music would deter the audience and result in a negative impression.

The production process of a music video

Treatment is approved by either artist or record label

the storyboards are created. Casting for the music video is then done which is mainly done by the casting director but

there may be input from the director, the producer & studio.

Casting is not always needed, but when it is, it is due to storytelling in the music video.

Location scouting is next which is done by either directors, directors of photography & lighting technicians.

The production of the music video takes place.

Editing stage. Mastering takes place where “flattening” occurs (colour correction, transition correction, special effects or audio levels).

With all of this comes production insurance as well, for risks, inconveniences or losses of expensive items.

There are several formats in which music videos can be mastered such as Betacam SP for TVs, DVD & Web.

What role do NMTs now play in promoting artists?

Music triggers certain parts in the brain, especially the release of the dopamine hormone. Neurologic music therapy, or NMT uses music and rhythm to build connections and stimulate the brain to reach functional goals, therefore changing the brain in the process.

Music can increase stress hormones & release more cortisol; that is why music works well with workouts. Artists can use this to their advantage by making upbeat music to give people that pumped up dance music feel).

What role does the music press play in promoting artists in a digital media age? The more the music press publish

articles & ‘talk’ about an artist, the more marketing & potential audiences/ consumers. In the digital media age, social media plays a big aspect in a lot of music consumer’s lives; if an artist appears in your Facebook news feed, you are going to notice.

For example, Ellie Goulding & Dougie from McFly went on a date recently. They are both currently making music & are part of the present pop culture; this gave them more publicity & interest from the public.