Media Production is dominated by global institutions which sell their products and services to a national audience. How far do you agree?
The music industry was previously owned by ‘The big four’: EMI, Sony Music Entertainers, Warner and Universal Music Group. However, due to the increase in popularity of indie labels, ‘The big four’ has now turned in to ‘The big three’, as EMI sold to Vivendi, who owns the Universal Music Group. ‘The Big Three’ also have a big advantage as they own all stages of production and distribution, which means they can use cross media synergy and convergence to advertise their artists. Media conglomerates allow for cross media synergy as they own large numbers of companies in various mass media. For example Aftermath own DJ hero, and they also signed Eminem. Therefore, by playing Eminem’s songs on DJ hero Aftermath can make a larger consumption. Also congliments like Sony use vertical integration to bring technology together and give cheaper access to those artists owned by Sony through the devices. Whereas artists that sign to independent labels will not be advertised to the same extent as those who have signed to one of ‘the big three’ because independent labels don’t have as much money as global institutions. The group Bastille were first signed to an independent label called “Young and Lost club”, however their songs only became well known when they signed to EMI. This is due to global institutions being able to buy air time and advertise their artist’s music. In comparison, Independent labels have become increasingly popular over the last few years, because they allow artists to have more control over their own music and style, whereas ‘The Big Three’ only focus on gaining profit and don’t care about their artists. Although ‘The Big Three’ are able to use cross media synergy and buy air time for their artists, it has become easier for artists signed to independent labels to promote their own music through social networking....
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