PRODUCTION & DISTRIBUTION.

PRODUCTION STRATEGIES.• There are 3 main types of establishments artists can be linked to this includes a major label ,

independent and an artist self-produced however all 3 elements use music videos in various ways but it

still carries out a significant function.

What is a Major Label?The major labels that heavily dominate the music industry are EMI, Universal, Warner Bros and Sony music. The fundamental role of a major label is to ensure that the music video has a high rate of presence among the public. Major labels also display their music videos among popular online sources such as YouTube.

What is a Independent Label ?An independent record label is a record label operating without the funding of an outside organizations of a major record label and usually don’t have the support that majors do for the advertisement aspect of their music videos however focus more on the artistic methods of their music videos to ensure it reaches the best of its visual ability in terms of creative and technical

elements. Independents also heavily rely on the effects of the advancement of the internet.

WHAT A MAJOR RECORD LABEL CONSISTS OF ?

Features and elements:

Major

Labels

Backed by conglomerates

Major labels implement large budgets for promotional

materials including releasing albums and music videos

Mainstream artists are usually involved within

major labels . They are also commonly positioned high within the charts and sell

millions of records

They own smaller subsidiary of companies not only does this reach

out to a variety of audiences but it also helps to cover numerous other

genres

The process of being able to have control in the manufacturing , promotion and distributing the

multiple artists under their contract

Major labels mainly focus on the genres of

R&B and POP music

Structure of Major Labels

UNIVERSAL FACT FILE.• Founded in 1934

• US based in California although they have numerous offices worldwide

• Chairman of Universal Music Group is Lucian Grainge

• The feature of having both French (Vivendi)and most significantly global conglomerates.

• Catering to global markets

This is highly beneficial not only to the artist but to the company as it allows various audiences to have a variety of differing genres to choose from creating the expansion of the awareness of the companies artists and music projects . This serves economic interests to the company as they receive excessive revenue.

• Largest music company out of the 3 major labels that exist

• Along with SONY Music Entertainment(SME) , universal founded VEVO the online video hosting site in which launched in December 2009

• Universal includes small companies of subsidiary's including Def Jam , Island Records and Meccury Records.

• In September 2012 EMI was sold to Universal on the terms that both the US and European federal trade commissions approved it

Some Of The

Artist Under

Universal:

SONY MUSIC.

• Founded in 1929

• Initially started under the name American Record Cooperation (ARC)

• Headquarters in New York as well has having numerous other offices located across the globe

• Along with Universal record label they own the online site VEVO

• SONY also creates games , electrical goods and movies.

The convergence between artists music featuring in major movies helps to vastly increase profits as income will divert straight back to the company from both the soundtrack and the movie itself.

• Majority of their consumer goods such as MP3’s have two main advantages such as downloading music and listening to it

• Sony have a number of different labels including Columbia , epic and RCA.

Some Of The Artist Under Sony: Chris Brown ,

One Direction And Alicia Keys

EMI

• Headquarters in London , England

• The founded of EMI companies is Emile Berliner was the inventor of the world famous gramophone

• In terms of independent labels and artists it helps them with their global development in terms of marketing and promotional business

• 1945- EMI introduced the first vinyl

• 1950’s – Major artists emerged such as Elvis Preserly & Cliff Richard

• Vertically integrated with Universal Music Group in 2011

• Multiple deals with Walt Disney movie of releasing their soundtracks such as Hannah Montana , High School Musical and Toy Story

• Key Artist: Beatles , Coldplay and rolling stones

MARKET SHARE Research into the changing patters of ownership between both independent and major labels proves to be a constant one towards slight increase mainly for independent labels.Displayed within 2008 with Universal taking the major stance of ownership of the music industry closely approaching was the independent labels. This evidence explains that the independence have the power to potentially dominate ownership this is displayed through evidence such as the achievements of artists such as Macklemore and Adele who have won awards as well as selling millions of records without the support from a major.

However in 2013 the trend is seen to have dropped with Sony slightly passing the independence. Despite this independent labels have seemed to have surpassed major labels such as the Warner Bros.

XL RECORDINGS

An example of a independent label:

• Founded by Tim Palmer and Richard Russell in 1989

• XL Records is a UK based company

• Initially this company focused on releasing music of two main genres , dance and rave music – this later broadens to a variety of different genres

• Highly known by its artist Adele with success in terms of multiple Grammys

• Strong belief in the creative freedom of the artist as well as playing a vital role in making business decisions

Some Of The Artist Under XL recordings : Dizzee

Rascal , MIA & Tyler The Creator

INDEPENDENT LABEL :

Independent

Labels Usually specialise in a single genre

Run by

enthusiastic or

musicians

They have

been

prominent

since the

1940s/50’s

Rarely include

publishing and

manufacturing

Continuous

emergence of new

media operations

Range between being

home based or profitable

large businesses

Due to being

run by fewer

people it allows

the label to

work closely

with artists

Maintain the

wishes of the artists

creative vision

Elements & Features:

INDEPENDENT LABELS AND NEW TECHNOLOGY.

• Technology has had a significant impact on independent labels as well as being highly beneficial for the promotion of artists. Due tot the quick development of the web 2.0 the internet has drawn in the masses to active use of the internet and this has reflected in the numerous amounts of individuals on social networking sites including Twitter , Facebook , Integra and Snapchat. This assists independent labels to push their artists though the use of this media platform in terms of promotion and distribution. In terms of promotion and new technology artists can consistently promote their new singles or possible musical projects through various social media sites where their followers and fans can gain awareness and has the further advantage of particular individuals spreading the word to peers. The distribution access is through sites such as iTunes and sound cloud where audiences can buy and download music from these independent artists and also relying on the idea of advancement of technology is the fact that such media platforms can be accessed through Smartphone's.

An example of the successes of new technology stem from one of XL Recordings artists Adele.She was discovered through the placing of her music on MySpace which gravitated her closer to the recognition as well as gaining attention from the music industry. Adele has now go on to global success winning 10 Grammys.

CASE STUDY: MUSIC VIDEO DIRECTOR –HYPE WILLIAMS

Trademarks & Styles:

Hype Williams instilled numerous creative

technical elements in to the construction of his

music videos that allow him to stand out , these

include:

*Fisheyelense – Example- Busta Rhymes Gimme

Some More

*Wide Screen Ratio- Beyoncé – Check On It

_

Wide screen ratio Is used by hype

Williams however extended

further through the use of the

second shot being split and

placed both at the top and

bottom of the screen.

Born Harold

Williams In

Queens New

York.

Hype Williams began to become fond of his

creative & artistic talents through tagging

numerous billboards , shop fronts and

playgrounds with a street name in which he

developed himself with -‘HYPE’. From this his

career began to prosper as he later begun

working for a record company and now has

worked for a variety of artists including Coldplay

, Kanye West . Beyoncé , 2PAC and Nicki Minaj.

Williams has won countless awards including BET

Awards , MTV awards and Billboard Music Video

Award.

Hype Williams has 3 music videos out of 10 that

are positioned on the list of the most expensive

videos to make with Bust Rhymes ‘What's It

Gonna Be’ at a costly sum of $4Million.

MONEY SPENT ON MUSIC VIDEOS?• Based on research it is clear that the price

of music videos continues to fluctuate and this is mainly based on whether if the artist or band have to pay for their production of a music video or if costs are determined my major labels in which a fair as well as appropriate budget is set.

• Average amount spent on music videos range from $200,000 – $500,000.

The costs are usually distributed among:

• Producers

• Directors

• Camera operators

• Wardrobe

• Actors

• Extras

• City permits

• Editor

• Location fees

• Camera equipment rental

The most expensive music video made is

Michael Jackson and his sister Janet

Jackson in the song entitled scream.

Initially this music video was allocated the

large budget of $7 million in 1995. This

video consists of a set that focuses on a

computer generated spaceship theme

with perfected chorography between the

two artists. The budget majorly increased

to the ending sum of $10 Million.

The set as well as lighting were the most

costly factors

Michael Jackson Ft Janet Jackson – Scream-Directed By : Mark Romanek

MAJOR OR INDEPENDENT LABEL FOR MY MEDIA PRODUCT?

I think I my media product would do well under a major label for numerous reasons:

• The popular fact that majors mainly focus on both Pop and R&B music – My music video falls under the R&B genre

• Also based on the large sums of financial assistance provided for all promotional platforms this will generally help in the concluding successes of sales of all my promotional products.

• Also based on my target audiences both being aspires and mainstreamers they both focus on idealising what is current and mainstream and therefore these types of artist are associated with major labels who frequently do well within the charts and I hope to project this particular same star image for my artist.

• Universal will be my focal choice due to colossal control they withhold over the ownership of the music industry