Transcript Distributing Music

music
distributing
with new media
technologies
learning outcomes
• Describe the current state of the music industry from an
industrial perspective.
• Outline and discuss how digital distribution has impact
on the music industry.
• Analyse how new media technologies has impacted on
the marketing of music.
• Discuss whether or not new media technologies offer
opportunities for viable DIY music distribution/marketing
for truly independent record labels and unsigned artists.
intro to music distribution
What is a music
distributor?
Music
distributors are a
vital conduit in
getting physical
and digital music
products from
record label into
the brick-andmortar and
virtual retail
Environment
(Macy 2009:
230)
The Role of a Music Distributor
• The sale of music (taking orders, soliciting
deals, assisting label in setting goals).
Retailer
• The distribution of music (physical
warehousing of music, shipping to
Record
Retailer
retailers, inventory
management
Record
Label
systems).
Distributor
Label
• The marketing of
music (implementing
Retailer
the artist’s plan, devising a strategy,
adding any synergistic elements)
Retailer
Retailer
Retailer
(see Macy, 2009:234)
major labels
Warner Music
Group
Universal Music
Group
Sony
EMI Group
vertical integration
Publishing
Music
Conglomerate
Record Labels
Manufacturing
Distribution
independents
• in 2007 independents broke the 20% market share threshold
• most major distributors have an ‘independent’ distributor
• there are also independent distributors with no links to the
major labels
• new production technologies also mean that independent
artists/labels can create music cheaply from basically a ‘home
studio’
• with digital distribution, any label can connect with customers
either directly via their own website or by getting their music on
external sites, which is good for independents but independent
labels STILL need to be able to get into the physical shops (which
can be a problem)
(see Macy, 2009: 231)
digital distribution
IFPI Digital Music Report 2011
•
•
•
•
US$4.6 billion – trade value of the digital music market worldwide
6% – growth of global digital music revenues in 2010
29% –global revenues from digital channels for record companies
16.5% – proportion of internet users purchasing digital music in the US
Music
Distributor
Physical Outlet
(Stores)
Online Outlets
(Websites)
External Sites
(iTunes)
Own site
(direct sales)
discussion topic
Interview with Jun Mhoon
• What are the main points that
Mhoon makes?
• How does Mhoon suggest that
new technologies are impacting
on music production?
• How does Mhoon view digital
music distribution?
• What does Mhoon suggest is
happening to the whole media
landscape? What concept does
this link to?
new media marketing
Spreadable Media:
• Consumers
can learn
•• Publicityadvisor.com
describes
viral
Social networking
sites
are
increasingly
providing
music-based
The internet
can be
used
to:
more
about
the
artist
marketing as a new buzzword for the
features,
such
as
when
MySpace
teamed
up
with
SNOCAP
to
“refers
anofemerging
hybrid
model,
where
a
mix
of
top-down
and
oldest to
form
marketing
in
the
world:
1. Build brand awareness
offer
digital
and
are
nowisoffering
e-commerce
bottom-up
forces
determine
how
shared across
and
referral, or word
of
mouth,
which
theymaterial
2. music
Reach
a sales,
large
number
of people
• Consumers
can2010:
buy
music
update
to “word
services
through
MySpace
Music
317).
among
cultures
inmouse”
farmore
more
participatory
(and messier)
ways”
3. of
Learn
about
the
artist(Hutchinson,
and other2010:
associated
300)
• Connect directly with fans (e.g.(Hutchinson,
Tweeting
on
Twitter).
• This is all about ‘spreading the word’ –
products
(Ford, Green
and Jenkins, 2011, Internet)
sharing pages on Facebook, retweeting
links on Twitter and so on.
•
• Content can include
“tell-a-friend”…is a form of viral
photographs, biography,
marketing. Viral marketing is “any Social
Viral
Websites
latest
news,
membership
strategy that encourages people to pass
Networking
Marketing
to ‘fan clubs’, e-store,
and
along a marketing message to others,
creating the potential for exponential
so on (see Hutchinson,
growth in the message’s exposure and
2010: 308-310).
influence” (Wilson, 2000).
(Hutchinson, 2010: 319)
DIY? can it work?
Do new media technologies provide
ways for ‘real’ independent record
labels or unsigned artists to get their
music to consumers?
Does the Internet and social media
offer a viable way for artists to selfpromote and self-distribute their
music?
What potential downfalls might there
be to using a DIY approach to music
distribution?
references
Amy Macy (2009) ‘Music Distribution and Retail’ in Hepworth-Sawyer, Russ
(ed.) From Demo to Delivery: The Process of Production, Burlington: Focal
Press (chapter ten).
Tom Hutchinson (2010) ‘New Media Marketing’ in Allen, Paul, Tom
Hutchison and Amy Macy (eds.) Record label marketing, Burlington, MA:
Focal Press.
Ford, Sam, Joshua Green and Henry Jenkins (2011) ‘Spreadable Media:
Creating Meaning and Value in a Networked Culture’ in The Future of Film:
A Tribeca Film Blog, 26th September 2011,
<http://www.tribecafilm.com/tribecaonline/future-of-film/Spreadable-MediaCreating-Meaning-and-Value-in-a-Networked-Culture.html>, accessed
21/11/2011.
IFPI Digital Music Report (2011)
<http://www.ifpi.org/content/library/DMR2011.pdf>, accessed 04/05/2012.