Mock Exam

Digital advertisement has drastically effected the way that music is being sold, and the way audiences buy the music. This is due to the visualisation of music which i believe devalues the music, however this initially due to piracy.

Sony has evolved as a major record label, that distributes their music digitally. Sony uses their subsidiary Syco, to market their future music, in a new visualised way. For example Syco market One Direction on X factor, by using synergy they were able to show the audience One Directions Music on Tv which became very successful to then create a film about them. The way Sony visualised One Direction, gave a way to the audiences to Consume One Directions music differently, an hour after Xfactor One Direction song was put on itunes ready to buy, also audiences can interact with Xfactor, which also decides the fate the band, which leads on to creating a relationship with the audience. Digital Distribution has drastically affected the way Sony markets their music in a new interactive manor, and is totally consume digitally via itunes or Youtube. This new type of way of marketing their music, because of piracy and how Major Record labels have to make money any way they can. I believe this devalues the Music Industry because its totally visualised and its all about image and what the public want certain artists like One Direction to be, which has cause marketing overall to be visualised and interactive due to the era of piracy. 

However Indie record labels have also benefited a massive amount by Digital Distribution as it allows indie records labels and unsigned artists to get their work out, for free! Which has seen Indie's as a whole grow and develop due to digital distribution. It has affected the way they market there work as Youtube and itunes will sell all types of music, which allows Indie Record label to constantly grown. Also has seen Indie Artists create a relationship with normally a very niche audience, this audience has their own image which they relate to their Artists. This allows Indie Artist to by pass piracy, due to the fact that they fact such a strong relationship with the audience, otherwise Indie Artist would be an even smaller minority in the music industry. This is different from Major labels because they don't have the money to produce all of these tv shows and interactive games that get there money, Indies have to rely on creating a relationship the audience. Digital Distribution has drastically affected the way Indie labels market their work, so that they can create a strong relationship with the audience on social networks so that their niche audience consumes their work legally via itunes and Independent stores. 

Digital Distribution has also effected audience as due to piracy and consumer have turn into prosumers.

An example of prosumer is Madeon, which use the back catalogue, to re-use the songs and upload to Youtube to market his work. By using literally no money, Madeon was able to market his work on Youtube and get millions of video views which would create money. Prosumers are new minority to the music industry and heavily dependent on Digital Distribution as it is the only way that they can successfully market their work freely online and audiences are able to consumer their work. I believe that digital distribution has drastically affected the prosumers can market their, as the would be non-existent because they steal other songs to then mash up and re-use to create something different.  

Digital distribution has drastically affected across the whole of the music industry. They need to consider in marketing the new and attractive way of visualising the music, like SyCo and Xfactor. Also how Indie labels market their work on social networking sites to create a strong relationship the audience. Overall this de-values music in the new post modern era.