Changes in the music industry

Technology is ever changing and proliferating. It eases communication and makes information available to a large amount of people across the globe. People can access a number of different media forms through the means of technology, causing media convergence whereby media genres and styles combine to form a whole new media form. For example, music video is a combination of both the music media format and a short film like sequence, yet this media form establishes itself through slight differences such as using lighting, mise en scene, editing and camera work to shock the audience or make them aware of the fact that this is a music video and that they are the viewer.


Technology is a used largely as a platform for music artists in particular today in order to establish themselves and directly target their demographic or viewer, thereby disposing of/reducing the part of the middle man (i.e. the record company/label) This is now a vital part of any artists marketing strategy.


An artist may do this through the means of:


Social networking sites: 

• Facebook:- an artist can create a 'fan group' that people can join and listen to music/find out information about gigs/tours look at photos and read a brief bio of the artist/band.
• Myspace:- an artist can create a page featuring their music/gig/tour info, post pictures and brief bio which can be attained by a fan by 'adding' the artist/band to their friends list.
• Twitter:- an artist or band can create a personal account where they can post a brief bit of information such as their thoughts/feelings or just commercial information such as about gig dates/launches of albums etc. This can help this artist build a larger fan base as people may be able to relate to them more.

Other websites:

• Magazine/newspaper websites:- Artists/Bands could be interviewed and read about by fans and heard about through the means of official articles.
• Official artist/band website:- A fan can gain information directly from the band/bands manager/record label.
• Last fm:- A fan can listen to a range of acts signed/unsigned on an online playlist and read info about them/look at photo's etc.
• Spotify:- A band/artist can allow fans/people to listen to their music on a music programme/playlist which cannot be downloaded but just listened to through a computer/laptop/phone etc.
• Youtube:- Anyone from the public can create an account and post video's. Artists/bands can post original/cover songs and can build a strong fan base sometimes leading to bigger things.
• Itunes:- Fans can download signed/unsigned artists/bands songs for a small amount of money per single. Can establish a fan base. People can be promoted and allow free downloads of their songs (e.g. radiohead)

Other forms:

• Music Channels:- Such as MTV, TMF etc. used to display an artist/bands music video.
• Music shows:- E.G. Top of the pops, freshly squeezed and competitions such as x-factor/orange rock corps. where potential but unsigned bands/artists receive the opportunity to build their own fan base via national tv, often with the result of winning a recording deal/contract.
• Radio:- Music played directly to the public of mainly signed bands. Often organise events such as gigs/festivals etc.

Technology in the production process:-

Autotune (a genre): Creation of music to enhance the sound of the voice.

Digital Recording (music programmes such as fruit loops)

Many other changes have occured in the music industry, not just in technological terms

The causes of all of these features have bought about a big change in the importance of image. At the same time changes in the music industry have made things progressively easier for a band or artist to establishing themselves without relying totally on a manager/record label etc.