Beck is a DIY artist that is known through the use of social networking, without the use of digital distribution he would not be known. Beck creates all of his music himself, he writes sheet music and them posts them online, in order to get a response from his fan base, they make versions of his music and share them online. Social networking is extremely usefull in beck's case as he would not exist without it, he has a niche audience that are dedicated to him, he gained this through creating a relationship with them. Beck gets many different responses to his sheet music as he has so many different versions of the same piece he has many to chose from this allows him to pick the best one and put it out there as his own. This firstly allows the audience to feel apart of what he is doing and it also allows Beck to keep all of the profit he makes. Social networking has allowed Beck's music to be promoted easily, without these online sites beck's music wouldn't be out there, digital media is a simple way to be promoted and exchanged between fans. Beck is purely based on the internet and although he is growing and has started to do tours, he was born form the internet and digital distribution has allowed him to be apart in the music industry.
Prosumers gather online in order to find and create music, again without the use of digital distribution they would not be able to o what they do, Prosumers are much like Beck in a way that they would not be known without the use of social networking, prosumers wouldn't even be able to create their music without the use of social networking sites, the same as beck. Starting off as a unknown artist would be impossible without the use of social networking, having a online community allows you to share your music and get known. Dj Claudio High was a prosumer artist that me and my team created, we put together a variety of different music genres and produced a mash up, with this mash up we crated many different promotion sources for him such as twitter, Youtube, Facebook, Insagram and many more. As a new artist such as a prosumer digital distribution is vital, it not only allows the artist to get known and promoted but it allows the other procumers in the community or even fans to connect with the artist and share their work, social networking also allows the fans to give feedback which helps the artist grow an develop. Having such a small fan base to start with can be easily fixed with the use of social media and online technologies, using the internet can allow you to expand your audience and share your work worldwide.
Domino is a indie record label that are mainly based in London, they are purely based on music however they started to publish books as another form of promotion, this is known as synergy which used to be a vital way in which companies would get known and become popular, however as media technologies has developed this is no longer necessary. Indie labels such as Domino use many different online medias in order to promote the music, for example the Arctic Monkeys are singed by Domino and use many different social medias such as YouTube, Twitter and Last FM, looking online i found that the Arctic Monkeys had around 10 million views on YouTube, this shows that the internet and online media is very important and useful when it comes to consuming music. As indie labels are much smaller than the large major labels, they have a much smaller budget when it comes to promotion and distribution, Inide Labels use social media in order to et the music across as it is free and such a large scare audience can see it. Domino are quite similar to Beck and the prosumer case study as all three of them have a particularly small dedicated audience, social media allows them to get the music across easily and in exchange getting feedback, likes, comments and even promotion in return.
Major labels are slightly different than the indie, DIY and prosumers. Major labels have enough money to promote and distribute the music however they feel like. Major labels used to use, CD'S, posters, billboards and much more physical objects however as digital distribution and media technologies has developed the major labels have had to take part in the online promoting business. Major labels now use social networking in order to sell and distribute their music, for example the x-factor is part of a chain reaction, Sony who own Syco who take part in the x-factor all earn money from a simple show, having a show on tele which is promoted through social networking, the radio, Itunes and much more is the way forward in the music industry. Having all the little conglomerates taking part in shows such as the x-factor brings the larger companies, The Big 4, money, promotion and distribution. One direction who came off from the x-factor is a prime example of the way the major labels have changed their marketing ways, One Direction have been extremely popular over the social networking sites and have over 10 million followers, each. One direction have also created their own online game and create short clips of themselves and post them online to sites such as YouTube. This is how the major labels now have to operate as the digital medias have taken over the music industry.
Although the major labels still dominate the music industry they are being forced to act and run more like the indie and DIY artist, as digital distribution has taken over the music industry, all music is now promoted and listened to online in some way and this is something everyone in the music industry is going to have to adapted to.
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