music piracy new

5 terms 5 minutes

Level 3: Define each term

Level 4: Define each term giving and example of each

Conglomerate

Synergy

Cross media promotion

Oligopoly

Horizontal Integrationhttp://www.youtube.com/watch?v=sSgPDKG6bB0&feature=related

Digital distribution and exchange-free access to music and piracy

Consider the wider debate and issues that surround music piracy

Understand the impact on Sony and how they have tried to counteract it

Understand the different types of piracy and the impact on the industry and audiences

Piracy- Why Pay When It’s Free?

Learning Aims for this week:

Digital Distribution and Exchange

The exam question will be focused on one or moreof the following areas:

Production

Marketing and PromotionDistribution

Exchange

Consumption

the making of the music

advertising and promoting the artist/single/album

Getting the product to the audience-sales/download/streaming

Sharing the music from one person/company to a other

How the audience then accesses/listens to the music

Production

Marketing and Promotion

Distribution

Exchange

Consumption

Define:

Examples:

Define:

Examples:

Define:

Examples:

Define:

Examples:

Define:

Examples:

Piracy- Why Pay When It’s Free?

P2P Pre-Release Piracy

The illegal downloading and sharing of music that infringes copyright.

The IFPI Digital Music Report 2010 suggested that for every track downloaded legally there are another 20 that are illegal

WHAT is piracy?

P2P file sharing accounts for the largest amount of piracy globally.

There are hundreds of websites that allow consumers to download music illegally.

P2P files has had a massive impact on the music industry and has meant that a shift from ownership to access has emerged.

This is the most damaging type of piracy where tracks are leaked weeks before official release.A new track makes the premium of its revenue at this time so protection is crucial (half of album sales are in the first few weeks

In 2009 Leona Lewis Echo album was hacked at her record company (Sony BMG) and pre-

released.Police and industry investigators found and

prosecuted the sources

The Piracy Debate Challenge

Group One: Defending PiracyConsider audiencesInstitutions- Majors and Independents

Level 4 answer will have debate and evidence!!!!

For Against

Group Two:

Anti-PiracyConsider audiencesInstitutions and audiences

Your litigation team have 20minsTo organise your case:Using the materials you have been givenCome up with a list of key points thatSupport your argumentEach argument MUST be supported by evidence or it will admissible in court

The Piracy Debate Challenge

Pros of digital music Cons of digital music

Sonys way to combat piracy

360 degree dealsNew contracts that artists sign to that mean that the record label take a cut of all music related profits including live shows and agree to promote other Sony products- becoming part of the Sony Brand.

Thomas Hessee Sony ChairmanThe music industry is turning into a true music entertainment business. We are breaking away from the single product format to a vast range of different and complementary products all centred around the release of an artist.


Supporting the music matters campaign

Supporting the legal distribution of music with music matters and Pro Music

Shift from ownership to access

Industry=moneyAudiences= free access to wide range of music

Streaming services which are legal and ad based such as:SpotifyWe7DeezerLast FM


Subscription Services

What significance does the continuing development of digital media technology have for audiences and institutions?

One significant impact digital technology has had on Major record labels is the damaging effect of pre-release piracy.

One example is Sony BMG artist Leona Lewis was recently a victim of this when her album ‘Echo’ was hacked from the recording studio and posted online.

The continuing development of digital technology can therefore have both positive and negative impacts on major record labels.

Level 3: Write 4 PEEs answering this question using the piracy debate as key evidence

Level 4: Write a response to this question using key terminology and evidence from todays lesson


Write a full answer to the question giving evidence from:

Sony and the major labelsYour independent record label Audiences

THIS WILL BE GRADED TO EXAM CRITERIAEAA- 20EGS- 20TERM- 10

Homework-due next friday


Majors

Much easier to distribute-Synergy with large companies such as Apple- Direct and viral marketing techniques more effective and less costly.Cross media marketing- horizontally integrate with Film and gaming divisionsLinks to hardware with the use of MP3 formats

Is positive for independent labels as it has allowed them to grow and develop;Much easier to distribute through digital means- eg website/online shop

Much easier to promote artists through synergy with web 2.0 sites such as Myspace and Facebook

The worst effected by piracy as they do not have the money of major artists/labels


Audiences-

allows for much easier consumption and access to music-development of MP3 format-

convergence-portability-access through mobile and gaming formats.

Allowed for free access to music through streaming sites such as We7 and Spotify.

Allowed for proliferation of music and wider choice (millions of MP3s available to download-variety and diversity of genres)

can have a more direct contact with artists- twitter/fan pages etc/online concerts

Allowed audiences more power rather than as just consumers due to digital production they can now become producers

Homework

• Write an answer to this question discussing your independent record label:

• How has digital technology been poistive and negative????