Digital media technology would include a range of different things such as websites, mostly social networking sites such as Facebook, YouTube and Twitter being the main three, as these sites continue to develop it allows anyone to be able to become 'famous'.
Many people are able to post videos of themselves singing to either a song they have written or a cover of someone else's, after posting this on a site like YouTube they can then promote it through other social networking sites which would allow people that they follow or are friends with to watch the video and gradually increase the views. As the views and hopefully likes on the video proceed to increase the video will become more popular and word will spread until people worldwide are viewing your video.
This is exactly what happened in our with our case study in our prosumer groups with dj claudio high as we have uploaded music and a music video for our artist and got views and comments on our video which has helped us for a small fan community.
The use of social networking sites throughout this generation is increasing and finding new artists this way has become a great way to find people with talent from across the world as because they are becoming more popular they would have started to build a community of fans and maybe prosumers that view the video would start to make things such as music videos or covers of their songs. This would have an effect on the media music industry as people no longer need a record deal to get their music out their as long as they put a good video up on YouTube people will start to watch and enjoy what they can do. But this could also make it easier on record labels as they can find what's trending and therefore know what people like and are maybe able to contact and sign that artist.
Another way in which the media technologies developing effects the industry is the fact that free music is now so easy to eat hold of with sites that allow you to convert YouTube videos for free and sites where you can just download for free. This then means that people have stopped paying for songs on things such as iTunes or buying cd's this has stopped the income for them songs to the record label so they are loosing money meaning that ticket prices for that artist are on the rise as they need to make their money elsewhere.
Therefore there are advantages and disadvantages of media technologies developing.
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