Digital distribution has had a huge effect on marketing and consumption of the music industry. This is because music is now more accessible online, major companies have had to adapt to this, and others have easier and cheaper access to production, distribution and marketing.
Independent labels have used digital distribution to their advantage, by using sites such as Youtube and Spotify they are able to distribute their artists very easily, worldwide and gain views from this. For example, XL records is a independent label that has signed artists such as Adele and Giggs, both currently two successful artists. Indie labels can market their artists on social networking sites of which then can gain followers, likes and feedback. By doing this the audience is also building a relationship with the artists. Consumption of the music is much easier too, streaming is easily accessible, promoting and getting their music out their straight away. Indie labels target a smaller niche audience by marketing on social netwrking sites which helps gain a relationship, and fan base of a certain genre.
In contrast to Indie labels, major labels, such as the conglomerate Sony has had to adapt to the change within digital distribution. HMV went bust as a result of digital distribution therefore the effects are costing them money. An example of this is X-Factor a TV show from the record label SYCO, from the conglomerate Sony, uses visualisation of the artists to gain an audience. One direction, a good looking boy band that attracts attention of young insecure girls. By creating them, the conglomerates can have a festival the fans will attend to to see the band, not for their bland and stale music, but for the image they have, and that is where conglomerates can make money. Therefore this is showing how conglomerates have had to adapt to digital distribution as comsumers are no longer purchasing the music, as it can be illegally downloaded. Major labels can also use synergy to market their music and distribute through itunes by releasing the films tracks.
Consumers can now be prosumers from the effects of tecnology. They are able to distribute their music for free by using digital tecnology, and gain views and subscibers. An example of this is Madeon, who createcd a mash up of well known songs and put them together to make his own. He then used Youtube to distribute his music, and he gained millions of views. Also social netwroking sites were able to share and market his track to other people. Therefore digital distribution is so easy to do now that it can be done for free and if good enough gain a huge fan base. Another example of how digital distribution has had an effect on the industry is that there are a lot more prosumers. My band FYVE has managed to produce a track by using garageband, then distribute it online. We mangaged to gain over 400 views by doing this. We then marketed our band by using social networking sites, such as, twitter and Instagram, FYVE gained 1500 likes and 300 followers. Therefore a perfect example of why digital distribution has had a huge effect on marketing and the consumption of music.
In contrast Prosumers, some artists use DIY to consume their music. Beck is a great example of this, he created a music piece, however did not play the music and make a soundtrack from it, only releasing the paper copy to a niche audience of prosumers. They then can create their own version and interact with the music. The prosumers ca then send the music back to him by using social networking sites and digital distribution. The audience can then feel involved. The difference however is that by using the distribution Beck did not intend to make money, but to put value to the piece.
Therefore overall, digital distributing has had a huge impact on distribution and marketing as indie labels and prosumers are able to distribute their music for free and very easily due to digital media. Conglomerates are having to market their music by using visualisation and synergy because the music they are producing is bland and stale.
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