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June 2012

“Cross media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to music?. June 2012. Cross media convergence.

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June 2012

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  1. “Cross media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to music? June 2012

  2. Cross media convergence • Cross media convergence is when companies come together to deliver a product on a variety of media outlets. • Web 2.0 and the impact of convergence technology. The webs global reach- ‘democratising’ the music industry. • Viral marketing of artists on Youtube. • The early impact of Apple- ITunes and IPods. • Smartphone apps such as soundcloudto market directly. • Ed Sheeran and any other music artists who have used social media to market themselves. • Spotify and streaming- industry trying to combat downloading. Little revenue for artists. • Death of physical sales- HMV closing. • Cross media more difficult to apply to music as it is not a tangible or visual product like print or film.

  3. Synergy • When two or more brands come together to promote a specific event or product together, thus broadening their audience by reaching the audience of their partner brands as well as their own audience. • Artist and branding merchandise- Dr DreBeats headphones with Monster. • Music used in films-Adele and the Bond franchise….but signed to indie label XL. • Radiohead and XL- leaving EMI for musical/artistic reasons. • ITV and Syco Music (Sony)- promote X-Factor artists. • Universal own Def Jam- business diversify- clothing, TV, film. Universal also own Vevo, the Youtube channel. • Music used in video games and advertising. • Artists and corporate sponsorship- Beyonce and Pepsi. • The Industry is trying to think of inventive ways to develop revenue when people are not buying music.

  4. January 2012 To what extent does digital distribution affect the marketing and consumption of media products in music

  5. June 2011

  6. January 2011

  7. June 2010

  8. January 2010

  9. June 2009

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