Digital Media Technology- Essay

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

Music has changed with the postmodern era; technology has developed and continues to develop it. Nowadays young adults view and use online websites and social networking sites to market their and others  products. Also audiences have change with technology also, as they to can produce the own work, and market online for free, these have been given the names prosumers.

Prosumers were the underdogs of the music industry, however with the improvement of technology, prosumers are taking the industry by force. YouTube is a online video website which allows prosumers to watch and listen to music for free, and upload there work for free. A example of is Constant Raid, is our own Mash up group, we posted the mash up and the music video to YouTube  and over two weeks we manage to get 320 video views. Another example for prosumers becoming a major part of the Music Industry, is Beck who is an Artists who has a website which he post music motes which allows his very niche audience of musicians make there own interpretation. The way Beck has adapted to the Digital age of the music industry is taking the Prosumers allowing them to make there own music, which he plays at his gigs, which allows him to make a profit. This is significant for media intuitions as they are losing money and having to adapt to a new industry.

The media institution has to adapt and change to the advancements in technology. Social Networking sites have become a necessary to bands and Artist to market their work. Media Institutions have gave from this because there able to promotes and gain feedback from audiences, and its for free! This also allows audiences to follow and connect with their favorite artist. This is significant for media intuitions because it allows them to create an identity for there artists followers, and its done globally.

The Music Industry has also developed into a Visual business, from Music Videos to TV shows. Syco is a great example of Synergy where they use all three. X factor advertises Artists to us, it gives the Artists a visual identity which the audience can relate to. Then are able to use the winner or the Semi finalists, for example One Direction: a make Music and a Film from them. A three way process that saves alot of money. This is a development of the Music Industry as it effects the institutions to make their artists more visual and attractive to their audience in order to make them a success.

Audiences are able to download music of certain websites for free. This has cause a manger problem for Media intuitions as there are losing, a great deal of money. However some institutions were able to use music software like Spotify and iTunes to help win some of that money back. There was one company EMI who went bust because they couldn't adapt quickly enough in this postmodern era. The lost of the EMI means that there are less chances of real talent getting signed, this has been the causes of   the new music industry.

Throughout this essay i have stated example of how digital media has changed the music industry. It has given the audience more power and control which means that Media institutions have to adapt to the new music industry.