Dj Claudio High Case Study

Digital media technology continues to develop. How is this significant for media institutions and audiences?

Starting off as a new unsigned artist would be extremely hard without the use of digital media. Digital media had developed over time and is now popular with many different people all over the world. Having such a large community online allows audiences to find and connect with artists that they like or aspire to be like. Dj Claudio High was an artist that was created by my procumer group and me; in order to promote our artist and the mash-up we used social networking. As nobody knew our artist digital media was extremely significant to us here, as we had to market Dj Claudio High as best we could. Using Twitter, YouTube, SoundCloud, Instagram, Tumblr and MySpace we created a relationship with our audience; we followed people who we thought would have an interest in the artist, we also followed other artists and lastly we followed Dj Claudio High ourselves in order to get him connected with our friends and family. Posting regularly and sharing links to the video helped us get more views and likes; this helped our artist get better known and popular. Using the different sites we gained, 12 followers in the first 2 hours of creating the account, we received 252 views, 1 positive comment and 7 likes on the music itself and we achieved all of this using social networking. Social media has allowed us to get a new artist across to the worldwide web and this would not be possible without the digital media technologies!

Social media not only allows new artists to get known and promoted but it allows the audience to connect with the artist and get involved. Social networking is full of procumers re-creating and coving songs and dances that inspirer them, with the help of these procumers artist songs get known through out the world, this occurs by one simple song/video going vial. Digital media technology is not only good for media institutions, the audience benefit from social media developing as well, with all the different social networking sites that are now available audiences can always find something new and interesting that they can explore. Audiences that like to find their own music and look into new music rely on social media greatly, without all the different social networking sites and communication ways procumers wouldn’t be able to find these new artist. Social media then allows the audience to promote the artist themselves, by the use of ‘trending’ and other methods such as ‘following’ or ‘subscribing’.

Over all the fact that digital media technologies are developing is a huge help to not only the media institutions but the audiences as well. Digital media allows new artists to get known and popular, it allows audiences to get involved and find new artists.

“Global institutions dominate media production; these institutions sell their products and services to national audiences.” To what extent do you agree with this statement?

Major record labels dominant the media production, using their large institutions they can promote and market their music and artists worldwide. I agree that the major labels such as Universal, Warner and Sony dominate the media world, however with digital media technologies developing indie labels are given a chance to promote their media just as much.

The artist I create din my group was able to get promoted world wide, using social networking such as Twitter, YouTube and MySpace, Dj Claudio High can be seen and heard by any audience anywhere in the world. As it stands at the moment the major labels are dominate however I believe with this development occurring allows indie labels and independent artists to get themselves known and become known worldwide. Through out time I personally believe indie labels will rise and become dominate, my reason for this is looking at viral videos such as Gangman Style and Harlem Shake, these videos become popular worldwide just from the use of social networking. Applying for YouTube, Twitter and other social networking sites is so easy and its free, with the use of trending and popular sites there is hope that any independent artist, such as Dj Claudio High, can make it on there own to national audiences.

“Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices.” To what extent do you agree with this statement?

Creating a good, interesting mash up is extremely important in order grab the audience that you are trying sell to, however from researching different examples and carrying out my own research into the artist I had created, Dj Claudio High, I think that the visual effects and the correct audience is just as important. Within our procumer team there was many different roles, the team divided into separate groups when creating the mash up. A large part of the group was focused on visuals; creating the image of the artist, creating the music video and creating the social networking sites in order to portray the image of Dj Claudio High. With out the use of the these different marketing techniques our artist wouldn’t if got as many views and likes, therefore I believe it is important to have a good image for the artist, as well as interesting music.

Advertising to a specific audience is important as it allows the audience to be directly linked to an artist they have an interest in. Although we uploaded the music video late, we found from our other sources that the audience like the visuals aspects, our Instagram images gathered more likes than the mash-up music itself. Using different social networking sites, like Instagram, is very important in order to get the music across to the procumer group that relates to the music we are putting across, with out the use of different social sites the music we created wouldn’t get across to the audience. Linking the music directly to its audience is a quick, easy and fast way in order to get the product out there, social media allowed us to do this.

Although we uploaded the music video late to YouTube we still advertised it in the same way, within a hour our music video got 20 likes and the music itself only received 10. Overall the music itself has more views as it stands however this is because we uploaded the video late, so based on a period of time the music video received the most interest from the audience. Looking into the statistics this shows that the music could be any old mash up as long as there is some visuals to go along with it, our music video is a young girl dancing around in different locations, it has the comedy factor more than anything, this proves that the audience need to be amused and entertained from something other than the music itself, within out group this brought up the argument, is the music being devalued. After spending such a long time creating the mush-up we believed it had been spoilt by the demeaning video of a young Asian girl dancing around creating her own wild dance moves.

Discuss the issues raised by Media Ownership in the production and exchange of texts.

The mash-up we have created is in no way pure; we have downloaded a variety of different songs and placed them all together in order to create something new. When creating the mash-up of old songs, we have to think about the ownership of the original songs, as we are using more than 1 song and putting them all together we need to think about the final outcome, as the songs we are using are all from different labels, the ownership of the final mash-up would need to be thought about. After posting the mash-up online we have n o yet received any issues regarding the ownership of the songs, we believe this is because it is free advertising for the original artist themselves, hearing a small section of a song may get them to want to hear the rest and this may encourage them to buy, download or just simple follow the artist. Mash-ups have created a problem in the past, EMI didn’t want any of there songs to be used in a mash-up they requested to be paid for the use of any of their music, this resulted in them going under and they have now been brought by Universal for 1.2 billion! Mash-ups are now being created by many different procumers, the mash-up we created and placed online is still there and receiving likes, views and most importantly helping old, unheard and in some cases unknown music become popular and listed to.