Case Studies

Justin Bieber - UMG

National Tour dates

The world tour - 10/11

Justin Bieber  targets teenagers aged 13-16.
His music attracts mostly girls because of the fast tempo beats
and cheerful lyrics. He attracts audiences from all over the world and has a mass appeal, his target audience are dubbed as having 'Bieber Fever'

Justin was founded through the internet website YouTube. He posted videos online and slowly more and more people reconigsed him. Justin Bieber uses social networking sites such as facebook and twitter.

Survey

Online Revolution

The online revolution has proved as damaging to independent labels as to multinational companies. How far do you agree?

Independent labels such as Domino's target a smaller target audience whilst Multinational companies such as UMG target a larger audience due to the artists signed and available funding.

The online revolution has effected both kinds of labels for a variety of reasons, for example alot of music is now available on the internet which may have a positive effect for independent labels because therefore artists signed to their label will become more recognised within the music industry, which will then infact increase sales revenue, thus creating a good name for the independent labels.

Whereas the online revolution has a negative effect for multinational companies, for example UMG, A subsisdairy, meaning they own alot of different independent labels and the fact that music is now available online for free due to file sharing websites, e.g Napster, this has enabled the target audience to listen and download the songs from the artists signed to multinational companies with ease. Thus, decreasing album sales revenue.

The online revolution has helped promote and expand the target audience of many artists, for example the Artic Monkeys. They used social networking sites like YouTube to promote their music and they also set up their own website where fans could keep update with new material. They later realeased an album with Domino's, going straight to no1, putting Domino's on the map. 

Illegal downloading has helped promote artists, giving their target audience the freedom to choose if they purchase the song or not because if the target audience listen to a song they do not like, they will not purchase it.  

Illegal downloading has also decreased the sales revenue of record companies due to the fact that the target audience does not need to purchase their songs because they have downloading the song for free.

Multinational companies have other revenue streams in order to increase profits, for example a world tour, enabling artists music in films.

Domino Records: a British independent record label

1.      What differences do you notice between Domino and Universal in terms of artists and genres?

      The artists found in domino are more local and unknown, compared to Universal artists that are more commercial and appeal to a wider audience. The genre of Universal artists is a variety of different genres, which make every potential audience attracted.

2.     a)  How would you describe Domino’s target audience(s)?  

The target audience of Domino's are people who enjoy listening to music and listening to the various artists signed to the record lebel. Each artist has a separate target audience, for example Junior Boys appeal to mainly disco and electric pop. However recently, in order to become more well known, they have made music, that appeals to the UK Garage and RnB.

b)  How does the label address and appeal to its audience?

Universal Music Group and Multi-Platform Promotion

In what ways is UMG working towards integrating music with television? Why do you think this is an important focus for the label?

UMG has launched, Globe Productions, a division focused on creating both new television formats and innovative TV platforms for its artists. This creates another media platform in which the audience can listen to various songs, which are played on tv shows such as X-factor.

Universal Music Group (UMG)

Whos owns the company?

The Company, Universal Music Group is owned by Vivendi and the CEO of Universal Music Group is Lucian Grainge, with chairman Doug Morris.

Where is it based? In which countries does it have offices?

Universal Music Group is based in New York City. They have offices all over  the world:

USA : Nashville, Santa monica and universal city
UK: London, Romford
Japan: Minato,Tokyo

UMG is part of the same company as:

A Film or Television Studio?
NBC Universal  - A company that owns and operates two American television networks and numerous cable channels.

A Video Games Company?
Activision - An American video game developer and publisher.

A Telecommunications Company?
Global Village Telecom - A Brazilian telecomunications company that offers advanced services on fixed phone, broadband for both consumer and business.

A Music Distribution Company?
Vivendi Entertainment - A Independent film, television, DVD and digital distribution company operating in the United States and Canada.

How far do you think developments in technology have changed the way the music industry operates? Consider how new technologies have changed the relationship between audiences and artists.

Technology has changed many aspects of  the music industry because in modern society, many people who enjoy listening to music, often think music is free. Music can easily be accessed through a variety of different file sharing website. These websites enable anyone to only stream music, but also download music for free. Often artists feel betrayed by the fact that people would illegally listen to their music, rather then pay for it legit. In todays society, artists have no control over how people listen to their music, it could either be from a friend, through the radio, on various social networking sites such as facebook and YouTube. The fact that an artists music has been posted on various file sharing sites, means that the potential target audience may not want to purchase the single, because they do not like it, having heard it. The term 'leaked' usually means an unfinished song or album has been released before the offical release. Normally hackers leak artists music however recently, artists have been releasing certain songs in order to gain feedback. For example Kanye West introduced 'Good Friday' where he leaked certain songs every friday, in order to give fans an idea of what to expect on his next album and to recieve feedback. Record labels try to prevent an artists song or album leaking early because after the official release, their is a chance that sales will not be as high as projected due to the fact that many of the potential target audience may have already downloaded the album or song, therefore does not feel the need to purchase the a physical copy of the album or song. If this did happen, record labels have other ways in which they generate profit. If the chosen artist already has an image or brand identity which appeals to the selected target market, the record label can generate profit by selling tickets to the artist live, selling merchandise, for example clothes and accessories. Social networking sites like Facebook and Twitter, enable artist to become more personal with their fans because they get to stay updated and have a chance to talk to the artist. Developments in technology have changed the music industry dramatically, and it can only change futher. The industry is changing everyday.