Music Industry Terms

A-Level Media Studies Key terms

Production

Music is composed and recorded

Distribution

How music is delivered to the target audience

Marketing

Promoting an Artist and their music through traditional advertising (print, TV, radio, etc.) and online digital means, as well as endorsements, etc.

Exhibition & Exchange

When and where music is listened to, downloaded, watched, etc. by an audience a

Cross Media Convergence

When mediums collaborate to produce a product that is mutually beneficial for all of them i.e. a song is used in a soundtrack for a film or video game.

Synergy

Merchandise - How artists use products/endorsement to raise their profile. Often well known artists well known artists with huge fan bases use this as a form of marketing.

Digital Technology

Any form of digital technology that is used in PDME (Production, Distribution, Marketing, and Exhibition & Exchange) of the music industry - recording equipment, downloading software, uploading software, websites, social media, sets, lighting, amplifiers - also includes Converged Technology

Converged Technology

Where technologies work together to provide multiple services on one device i.e. a smartphone, laptop, social media platforms, etc.

Viral Marketing

A method of marketing whereby consumers are encouraged to share information about an artist or a release. Whilst not free, it is relatively accessible for even the smaller labels/DIY artists who with clever ideas, can manage to get the fans and audiences to do the marketing for them. Pull, push and pass on.

Guerilla Marketing

The one off publicity stunt eg. flashmob that attracts a news coverage

Integrated Advertising

An advertising campaign that works across various platforms and medias to promote an artist and their brand

Web 2.0

The online world where audiences can interact with sites. Previously, the web was purely an electronic advert with no interaction between supplier and audience.

Democratisation/Globalisation

With the digital age upon us, there is more opportunity for people to contribute and participate in how the music industry works. Whether it be to actually make music and distribute it more easily or whether it is reviewing, participating and following in the success of an artist. We are all equal and we all have a voice.

Digitalisation

The proliferation of digital technology in private and professional lives which impacts on the music industry at all stages i.e. production, distribution, marketing and exchange

The Big 3

Sony, Universal and Warner.
They own dozens of smaller labels and cater for a huge range of musical genres but focus on mass audiences. Their dominance of the market place cannot be underestimated by the digital age is making it harder for them to presume the top slot - independents can find a very profitable and beneficial place in the industry too. Watch your backs!

Conglomerates/Global Media Institutions

The technical business term for The Big 3

Institutions

Any company - whatever their size - that is involved in the music industry at any level i.e. distribution companies, streaming platforms, record labels etc

DIY

Do It Yourself artist who benefit from the democratisation of the music industry through the digitalisation of the industry

Niche Audience

A specific audience, usually smaller in number, who are targeted often by niche genres of music i.e. reggae punk has a niche audience

Mass/Core Audience

A national or global audience who are targeted by artists

Traditional Advertising

TV, Radio and Newspaper/Magazine advertising and promotion and print advertising like billboards, posters etc

Public Relations/Pluggers

Public Relations manage the star image of the performer for the press - they foresee issues and manage bad news but also create good news too . Pluggers focus on raising the profile online.

Subscription/Streaming Platforms

Spotify, Apple I Tunes are all examples of platforms that stream music

Social Media Sites

Platforms that engage audiences often through the use of viral marketing to listen to artists and where audience fan bases are increased

Physical Format

Ownership

Indie Labels

Back Catalogue

The library of previously recorded hit songs that major record labels rely on to earn revenue from major stars

Distribution Strateg

Piracy

The way in which music is downloaded and circulated illegally and without the artist receiving their legal right to payment for the use of the song

Performing Rights Organisation/Society

A performance rights organisation (PRO), also known as a performing rights society, provides intermediary functions, particularly collection of royalties, between copyright holders and parties who wish to use copyrighted works publicly in locations such as shopping and dining venues. In other words, you play, you pay.

Festivals, Concerts, & Gigs

Performance platforms for artists where they can perform live to a live audience.

USP

Unique Selling Point - The main selling point of the artist or label. Their mission statement will often indicate the USP

Exhibition Platforms

A platform for playing music - streaming, films, TV, concerts, gigs, festivals, vinyl, CDs, radio, etc. Also promoting Star Image of the artist.

Word of Mouth

Hearing reviews/opinions from others and sharing them online or in person.

Communities

Different audiences. Mass audiences are the national, international audiences who are targeted by the Big 3 whilst niche audiences are those more likely to be the focus of indie labels. All audiences are communities though and with the rise of digital technology can be targeted specifically so that the music hits the right spot.