What is globalisation?

1. “Media production is dominated by global institutions, which sell their products and services to national audiences.” To what extent do you agree with this statement? Focus on the music industry, although you may make reference to other media your answer.

2. What is globalisation? • “The integration of economies, cultures and societies” • It began with the telephone over 100 years ago and has been speeded up with recent advances in modern technology

3. Multi-national domination • ‘The big four’ accounted for over 70% of the global retail music sales in 2005 • Universal Music Group: 26% • Sony BMG Music Entertainment: 22% • EMI Group: 13% • Warner Music Group: 11% • Independent labels: 28%

4. 2000: “80:20 rule”To 20% selling artists responsible for 80% of all music sales “80:20 rule”To 20% selling artists responsible for 80% of all music sales

5. Swap your essay according to your number Read your marked essays

6. If you answered the same question again plan how might you include the following topics in you essay? • Group 1: Horizontal Integration • Group 2: Def Jam • Group 3: Apple • Group 4: Web 2.0 • Group 5: RAM vs X Factor http://www.guardian.co.uk/music/musicblog/2009/dec/11/rage-against-machine-christmas-no1

7. Horizontal integration institutions merged with or taken over by institution in the same industry

8. Def Jam - Background Def Jam started out as an independent record label. An independent record label (or indie record label) is a record label operating without the funding of or outside the organizations of the major record labels. However, it was bought out by Polydor in 1994 and in 1998 it was merged into Universal Music (one of the big 4) In the UK it is operated through the Mercury music group (another part of Universal) It has always been and still is primarily a US based hip hop label Founded by Rick Rubin and Russell Simmons in 1984 in NY Many of the big hip hop stars of the 1980’s were signed to the label such as Public Enemy, The Beastie Boys and LL Cool J

9. Web 2.0 (vs. 1.0) • A way of categorising how the internet has evolved in recent years • It is now allows interaction as opposed to just passive viewing

11. Glocalisation • “Thinking globally but acting locally” • Internet has allowed us to live in a “global village”

12. “Media production is dominated by global institutions, which sell their products and services to national audiences.” To what extent do you agree with this statement? Focus on the music industry, although you may make reference to other media your answer. Opportunity to write about illegal downloading where music is arguably “stolen”?

13. Remember OCR guidance! “A study of aparticular record labelwithin the contemporary music industry that targets a British audience, including its patterns ofproduction, distribution, marketingandconsumptionby audiences. This should be accompanied by the study ofstrategies used by the record labels to counter the practice of file sharingand their impact on music production, marketing and consumption.”

14. Examiners report. • Music Industry • This was another area that was handled well by candidates where most were able to engage with the issues in the question. Sony and Universal were popular case studies of major labels that have dominance of the music market and the best answers were well supported with contemporary evidence. Again discussions of synergy, horizontal integration and vertical integration were popular and the cross platform nature of music promotion was well referred to. Independent labels and the rise in choice and diversity was also well explored with labels such as Ghost Box, Domino Records and Aardvark popular choices. The role of audiences and web 2.0 as breaking the dominant hold of the majors was also explored by more able candidates as well as the rise in production software and distribution methods via My Space and YouTube. Good use of contemporary evidence in stronger candidate responses considered the recent Rage Against the Machine/ Facebook campaign to break the dominance of the X Factor Christmas number one. Some considered this as an example of active/ empowered audiences whilst more able candidates acknowledged that this was an illusion of power and shrewd marketing to support a band signed to a subsidiary of the Sony Label. • Weaker candidate responses were unable to respond to the question set and merely recited pre prepared case studies. Many candidates made reference to Apple as an institution that is dominant in the industry, but failed to explore a record label that targets a British/global audience which is required for the question. One centre had provided a case study of the rise on N'Dubz from the underground grime scene to mainstream recording artists, although many candidates failed to link the material closely enough to institutional contexts to answer the question, despite a good understanding of the music style/youth culture. Candidate responses to the music industry were well done overall, with the obvious advantages of the Majors being contrasted with the success of ‘indie’ acts like the Arctic Monkeys.

15. EMI EMI is one of the world's leading music companies, home to some of the most successful and best known recording artists, songwriters and music catalogues. EMI has two operational divisions - EMI Music and EMI Music Publishing. - EMI Music deals with the artists and the promotion of music EMI Publishing looks after the rights of songs. Every time a song is played on radio or used on TV for example the publishing company ensures that the artist gets paid. This is a successful source of income for the company and they look after acts on other record labels as well as their own. EMI is the only privately owned major music company

16. EMI Record Companies Owned EMI have bought out and also own lots of other record companies:

17. EMI Artists

18. EMI and New Media Technology 1993: EMI Music's first websites went live 1998: EMI streamed the first complete album over the internet, Mezzanine by Massive Attack. 1999: EMI was the first company to release a digital album download, David Bowie's …Hours. 2001: EMI launched the first internet video single. 2007: EMI became the first major music company to make its music available without digital rights management (DRM) software.

19. Synergy • Different things working well together for a positive outcome

20. Proliferation • Rapid, and sometimes excessively fast, growth/expansion

21. Cross platform music promotion • Marketing a product across multiple platforms

22. Vertical integration institutions united by common owner each institution provides different product or service

23. Case studies • EMI • Independent labels (e.g. Ghost Box, Domino Records, Aardvark, Def Jam) • MySpace • Apple • Christmas No.1: Rage Against the Machine/Facebook vs X Factor • Individual artists: Jay Sean, Madonna….

24. “It’s a trend…about a new democracy of ideas and information, about changing notions of authority, about the releasing of individual creativity” Alan Rusbridger, Editor-in-chief of The Guardian