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MUSIC INDUSTRY - CASE STUDY

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Steven Lawson

on 8 April 2014

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Transcript of MUSIC INDUSTRY - CASE STUDY

MUSIC INDUSTRY - CASE STUDY

MARKETING AND DISTRIBUTION
Kanye West music is marketed through digital platforms such as Youtube, Spotify, 7 digital, Vevo, XBOX, Deezer. Throught it being marketed through these digital platofrms it encourages consumers to intervene with new technology and through new ways it can be marketed. For example, one of the ways I access my music is through 'DVDVIDEOSOFT' where I can convert youtube videos into an MP3 format in order to put music on my phone. This is a free and legal way of downloading music.



BASICS
KANYE WEST
Case Study
- Kanye west

What record label are they signed to?
- Universal Music, Def jam recordings, GOOD music and Roc-A-Fella Records

How long they been signed to them?
- Roc-A-Fella records (10 years) , Def jam recordings (14 years), Good Music (10 years)

Who are their target audience?
- Teenagers and older adults

What is their volume of sales?
- (Graduation) - Sold 2,700,000
Why is it marketed like that?
THE RECORD LABEL
Products of Kanye West was marketed through albums when he first started. These albums are known as 'Graduation', 'Yeezus', 'My dark twisted fantasy' and 'The college dropout'. These are his top albums which made top hits. They are marketed through mostly social network such as his Facebook account, Youtube, Twitter account and through Itunes. Through |Itunes it costs around 99p to buy a single and costs around £4.00 to buy an album. A large target of the population buy music in order to keep them company. For example on the way to school or work a variety of people will listen to music and can shape the way we think about thoughts.
How are the Products Marketed?
These albums are marketed through stores such as 'HMV' and are also marketed through the popular streaming site 'Spotify'. Spotify is a free streaming site which allows you to listen to certain types of music where artists have agreed to allow spotify to produce their music on spotify

Kanye west music is also marketed through I tunes. This is also a popular music library where you can buy music. albums., films etc to put on your device or computer. However it does cost around 99p per single.
HOW IS DIGITAL MEDIA USED IN THE
MARKETING AND DISTRIBUTION?
CROSS MEDIA CONVERGENCE
Kanyes music partially ties in with cross media
convergence. It doesn't tie in with the x-factor but one of Kanye west song 'Church in the wild' is the soundtrack of recent film 'The Great Gatsby'. Also the song 'Runaway' by Kanye west also is the soundtrack for the film 'Runaway'. The Hangover part 2 has the song 'Dark fantasy'.

XBOX and PS3 - Rockstar used licensed music of Kanye West such for GTA 4 for radio stations in the game - adds realism in a move-like way
THE BASICS
DOES IT TARGET
A BRITISH AUDIENCE?
His record label is one of the big 3 - Universal records
From Kanye west music we can see that it targets a large population of the british audience which is idolized by a lot of artists which are London based. In one of Kanye wests song 'Stronger' the glasses he wore was aimed to target 14-25 year olds which was very popular in England and sold in several shops including 'Primark'.

WHAT ADVANTAGE DOES THE
SIZE OF INSTITUTION APPEAR TO HAVE FOR PRODUCTION, MARKETING, DISTRIBUTION AND EXCHANGE?
There are many advantages for the size of the institution for production, marketing, distribution and exchange. The bigger the size of the institution the production, marketing, distribution and exchange the larger the these topics will be distributed.
IS IT ONE OF THE BIG THREE?
Kanye's West music is one of the big three - Universal
records. Universal records is located in America but can have a impact on UK artists. There are several UK artists which have signed for Universal records who've made hits in the UK including: Akon, Alien Ant Farm, Elton John, Kaiser Cheifs, Niki Minaj and Owl City
EXHIBITION AND EXCHANGE
DO THEY HAVE THEIR OWN SOCIAL PAGES?
The Kanyewestvevo (Youtube channel) - 1,250,950 suscribers
Spotify profile:-
Facebook profile:- 60847 likes - Changes Daily
Kanye west Site: http://www.kanyewest.com/ - (Figures)
Twitter: 10.1 million +
Myspace:- 1,280,022
Aesthetic Synergy:- Different layouts for different social sites. For example Twitter page might have a coloured and his own background layout as well as his Youtube account where his videos are advertised which encourages people to listen to his songs.

IS HIS MUSIC INTERGRATED?
His music is integrated as there is a variety of coordinated companies which help produce Kanye's music
Their convergence works by sharing their videos on social platforms such as Facebook,You Tube and Twitter which many teenagers and older adults follow
MARKETING AND DISTRIBUTION
There are other ways in which music can be distributed. We can purchase lots of items online and this can include CDs, Posters, Albums etc.. This is a top way of distributing music through sites such as Amazon and E bay where prices are usually low. This encourages people who usually buy online to purchase music which can be distributed online but delivery usually costs up to £5 but in some cases can be free
EXHIBITION
There are many advantages of digital
technology such as:

It links the world together
Reaches a much larger audience from greater
geographic locations
Saves time and money
ADVANTAGES OF SIZE OF INSTIUTION
TO HAVE ON PRODUCTION, MARKETING AND EXCHANGE
THE BASICS
IS IT ONE OF THE BIG THREE?
Universal records is one of the big three
PRODUCTION
COST ANALYSIS FOR THE PRODUCTION OF:

SINGLE:-
ALBUM:-
RE-RELEASE FOR THE RECORD LABEL
EXCHANGE
DOWNLOADING
PIRACY
Itunes: One way of downloading is through Itunes. It costs 99p to buy a single and the pricew differentiates between albums and music videos.

Itunes single:- (Black skinhead) - £0.99
Album: - Graduation - £8.99

Amazon: Another way of ordering albums is through Amazon. Kanye west has his own Amazon profile which again differentiates in certain albums such as

Yeezus:- CD: £6.70 MP3:- £8:49
Graduation:- CD: £7.99

Global Figures for illegal downloads:- 22%

National figures for illegal downloads:- 67%

Illegal file sharing:- 800,000 jobs in the creative industries, out of 1.8 million in total, are threatened.
COST ANALYSIS
TO WHAT EXTENT THEY HORIZONTALLY AND VERTICALLY INTERGRATED?




MEDIA INSTIUTIONS:- There is digital intergration which improves their horizontal and vertical intergration such as through music channels such as BBC Radio 1xtra, Heart, VIVA, UK top 40

SELF PRODUCTION:- Universal records do have their own studio which is called Universal Studios Hollywood
What would the instiution do? - he first thing that a Universal-EMI super-label would probably do is to raise the already steep royalty fees for online music services like Pandora and Spotify. Universal has already set a precedent for this. In 2011 it tried to shut out French streaming site Deezer from using its catalog. The Paris high court decided against Universal, and their ruling is telling:
MORE ON PIRACY
Universal had a dominant position then, imagine the influence they would have after acquiring EMI! This is not good news for streaming services, or any of the other innovative music services out there today. Streaming business models have already proven difficult to sustain under current rates; if those rates increase the Pandoras and Spotifies of the world will find themselves in a very precarious spot
NBC Universal is one of the copyright holders involved in the "six strikes" copyright alert system but the warnings it sends out to subscribers of non-participating ISPs stand in stark contrast to the educational approach of the program. A threatening email warns the alleged file-sharers that they risk substantial monetary damages, criminal prosecution and Internet disconnections.
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