EXAM CONTENT : INDUSTRY ( SECTION B) MUSIC INDUSTRY

The key areas you must explore ( and explain specific examples related to all three artists) in the Industry questions in Section B  are as follows :



USES OF DIGITAL TECHNOLOGY

Texts :  e.g digital  studio production , CD mastering and distribution

Marketing :  e.g  Music videos, online interviews, use of social media

Other content if relevant : e.g  online reviews, blogs , audience feedback



LIVE EVENTS AND USE OF NON-DIGITAL TECHNOLOGY
to  further explore a question on digital technology

e.g  tours, festivals, live gigs, personal appearances , use of acoustic instruments, use of non-digital music production e.g vinyl records



ELEMENTS THAT CAUSE OR INFLUENCE  THE PRODUCTION OF YOUR TEXTS
 ( The artists' work)

Everything !   e.g    Ownership and record label /Budget /production values
                                 Expectations of  Genre
                                Artist background and industry profile e.g power, influence
                                Synergy with other media platforms e.g online, TV , film
                                Marketing techniques
                                Use of digital technology
                                Audience and fanbase / feedback
                                 Regulation
                           



MARKETING

e.g music videos , interviews, marketing campaigns, synergy with tv/film , use of social media, reviews etc.
      

USE OF  SOCIAL MEDIA

e.g twitter ,  Instagram , facebook , specific campaigns and uses, links to success . marketing and artist profile.



ELEMENTS THAT MAKE UP THE SUCCESS OF THE ARTISTS
Specific  examples of.....

Financial success
Creative success
Level of independence /influence


REGULATION OF THE MUSIC INDUSTRY AFFECTING THE ARTISTS
mostly self-regulated but you can refer to specific examples of...

Copyright
Censored / radio edit versions  of songs
Legal/illegal downloads
BBFC regulation of music video content





 IN THE EXAM YOU SHOULD EXPLORE THE KEY AREA IN THE QUESTION AND THEN EXPAND  TO INCLUDE  RELEVANT OTHER SECTIONS 

e.g "  Marketing is vitally important to the artist but also so is..."

EXAM QUESTION : AUDIENCES Section B ( TV INDUSTRY)

B1. 'The aim of a media text is to appeal to a variety of audiences.' How true is this of your three main texts? [30] 


Audiences = Television industry .  Use a range of specific textual examples from specific episodes of your three case studies.


EXAM GUIDANCE 

This question is open and some candidates may argue that their main texts do not appeal to a variety of audiences. Others may suggest that “appealing to” audiences is not the purpose of their texts. These approaches are valid and should be marked on merit.

  The question is asking about the construction of the texts themselves – not only their marketing, although this may be considered.

 Points should be supported by specific textual examples - reward on relevance and level of detail.

Stronger candidates will engage with the “how far” and the “variety of audiences” elements of the question. Candidates may define different audiences by referring to demographic and psychographic models. These should be used appropriately (e.g. Young and Rubicam’s Four Cs model is used in advertising, Gauntlett’s concept of Pick and Mix applies to magazines).

 Candidates may refer to:
 Audience definitions (by age, gender, ethnicity, psychographic grouping, e.g. VALs, Young and Rubicam, interest etc.)
 Primary, secondary, tertiary, ironic audiences

 When considering construction, points covered may include:  purpose of text  content  mode of address and language  narrative (including positioning)  generic conventions and hybridity  layout and design  production values  interactivity and gameplay  use of star/celebrity and representation  pricing and freebies  fandom  industrial context and platforms

Music Industry links : Adele

Some examples of marketing techniques used by Adele and her label.

CASE STUDY 3 : Adele

ADELE

Create your third  music industry case study using specific examples and thorough research.

Personal background : early life, education, class.

Musical background

Industry profile :   power, influence, success, sales, income streams e.g streaming, recent record deals,tours etc.

Fanbase and audience : mainstream/ niche , ages/genders/ethnicities  etc.

Analyse 2/3 songs/videos as texts : genre. narratives , lyrical themes,artist persona.

Marketing techniques :  How is artist being  sold to their audience to maximise sales ? 

VERY IMPORTANT  :   Texts + album covers + other media forms e.g film                                          soundtracks , use of social media , interviews, advertisements etc.

Use of digital  technology : music production ( e.g studio  technology ), music distribution  ( CD, online,streaming ), marketing , other uses.

CASE STUDY 2 : Ed Sheeran

The text book has detailed information about Ed Shheran as a case study ( P106-113 )


Complete a case study for Ed Sheeran including the following :

CASE STUDY 1 : STORMZY

Your first case study for  Music Industry is Stormzy


Research and create a case study explaining  the following information about the artist :



Personal Background
Personal/social  and class background


Musical industry background and context 
Initial career, how he became successful , record label history, major/independent/self-released, any changes to style or genre etc.


Industry Profile
Summarise musical status and influence , social importance , social media profile, links to any other industries e.g film , technology


Genre  and conventions ( grime)
Does the artist follow the main conventions/lyrical themes/ image found in the genre or subvert them in any way ? Does he combine the genre with any others or attempt crossover ?


Lyrical themes and narratives ( through texts featuring the artist)
use 2/3 songs/music videos :  how lyrics  match and develop image of artist , social concerns , representation of gender/ethnicity/genre and technical conventions  etc
Use genius.com to help with this.


e.g   Big for  your boots  music video

          Blinded by your grace  music video

       Cigarettes and Kush ( featuring Kehlani and Lily Allen)  music video


Brits performance of Blinded by your grace/Big for your boots





Audience
 summarise target audience and fanbase , examples of   audience responses to artist

Marketing techniques

Analyse 1 interview / 1 CD cover/ advert to explain how elements of the  artist's profile and image  is being marketing and how their audience is targeted

MUSIC INDUSTRY : Research 1

Research the following and explain in detail on the blog with relevant dates, images,links and factual information.


HISTORY

Create a timeline  with an explanation of  the following events and the  approximate dates


First vinyl record release

The creation of  MTV

The invention of CD

The invention of the Sony Walkman

The invention of the mp3 player

Youtube

Spotify



IMPACT OF DIGITAL TECHNOLOGY

Summarise the key points about the effects of digital technology on the music industry with examples . This should include:

Convergence with other media products and technologies

Personalisation of content by the listener

Change to the culture of ownership and storage  of content

Links to marketing campaigns on various media platforms, including social media

Domination by big brands such as Apple

Digital piracy and loss of income for musicians

Any advantages to digital technology for artists ?




STRUCTURE

Summarise the record labels, artists  and other media products  and services owned by one of the three major music companies. ( Universal EMI , Sony BMG , Warner Music Group).


Find two examples of independent record labels and list the artists and genres of music  they work with.


REGULATION

Summarise the role of the PRS in helping artists maximise their income.

Summarise the legal problems that Napster had . Are these still issues in the music industry ?