the issues raised by media ownership in contemporary media practice
Point
The problem is mainly with copyright issues and law, as there is so much music out there, there is a very fine line between copyright and creative license.
Evidence
1. Ariana Grande is rarely involved with the writing of her songs. The majority of her songs have been written by her team of writers, often the same for more than one of her songs, such as Max Martin who has co-written ‘Into You’ and much more. Tommy brown has also helped to write many of her other songs. However, although Ariana is not present when writing most of her many songs, it is evident that she has co-written 14 of them. She also receives help from other artists like Harry Styles and Chris Brown during collaboration.
2. She has collaborated with other Vivendi artists - Iggy Azalea (Def Jam) on the track “Kingdom Come” from her fifth studio album “Confident.”
3. Kanye West’s latest album Life Of Pablo has been illegally downloaded over 500,000 times since its release.
4. Kanye's new album ‘Life of Pablo’, many songs were leaked but not whole songs they were only parts of songs, for example, the beginning or the end or just the chorus of the song. This included various collaborations he had done, for example with Kendrick Lamar, Bon Iver, Justin Vernon, Paul McCartney. Also, there were several alternate versions of many of his songs featuring other artists - Vic Mensa/Sia/Frank Ocean. Kanye's songs were being leaked on different websites in all different countries so he decided that he had to release his album ‘ Life of Pablo’ unfinished but many people say it offers some on-going insight into Kanye’s creative process of his album.
5. Kanye has been sued for copyright infringement by a Hungarian composer, Gabor Presser, over ‘Yeezus’ single ‘ New Slaves’ (2013). He was sued for alleged song theft. The Hungarian composer accused Kanye of sampling one of his best-known compositions without permission. Gabor Presser said one-third of 'New slaves', which appeared on the No.1 album ' Yeezus', is the unauthorised copy of " Gyongyhaju Lany", a 1969 song he wrote when he was in the band called Omega. He was seeking at least 2.5 million dollars for copyright infringement.
6. Cheryl Cole doesn't write the majority of her songs. However, when she did write her own songs it's with help from famous rapper Will.i.am including the song 'Live Tonight' which was released in 2010. Andre Merritt, Steve Kipper and Wayne Wilkins wrote one of Cheryl’s most famous songs ‘Fight For This Love’.
1. Taylor Swift has trademarked many of her key phrases to prevent them appearing on unauthorised merchandise. She has trademarked her phrases: "this sick beat", "nice to meet you, where you been?", "party like it's 1989", "cause we never go out of style” and "could show you incredible things". Taylor Swift has also copyrighted her name, signature and initial as well as her album names "Fearless" and "Speak Now
2. She has called for the laws on copyright to be reformed. Along with more than 180 artists, she signed an open letter criticising the Digital Millennium Copyright Act (DMCA) in America. These artists and songwriters are essentially calling for a redrawing of the ‘safe harbour’ protections within the DMCA, which allow platforms such as YouTube to avoid legal liability for copyright infringement taking place on its platform.
1. Ellie has recorded a lot of demos and other music that were released officially to the public. Some of these songs were leaked 2 years ahead of any official release, for example, "Closed for Love" was released in 2010 but was leaked somewhere from 2008-2010 The list of some of Ellie Goulding songs which were leaked are: Are You Happy Now (leaked in 2010), Beautifully Numb (leaked around 2008-2010), Castles (leaked around 2008-2010), Closed for Love (leaked in 2008).
Analysis
There are two types of copyright laws, one that protects the production of a track and one that protects the distribution of the track. On of the main problems faced by artists today is that due to the internet songs are illegally distributed for free on black market websites, meaning that control of sales and distribution is impossible because songs are leaked and therefore the artists/ company and production are left with no money.
Artists that try and rectify the situation such as Taylor swift who trademarked her phrases and song often do not get results as it is really difficult to track distribution infringement.
Copyright within production is hard to control because the line between creative license and copyright is so fine also artist claim that they are influenced by others and didn’t intently claim to copy them.
Point
the importance of cross media convergence and synergy in production, distribution and marketing
Use of media convergence and synergy to create multiple opportunities and create more investment opportunities.
Evidence
1. She plays Smurfette in the animated movie “Smurfs: The Lost Village” - due for release on April 7th, 2017.
2. Kanye and Jay Z in both of their latest albums featured on each other’s and they both used the technique of brand dropping and product placement in their new albums. Kanye in his lyrics also mention the brand Sonos ( a wifi music system). These speakers are also being used in Kanye’s temporary Pablo retail stores, where you can buy the speakers, as well as Kanye designed t-shirts and jeans. (http://www.architecturaldigest.com/story/kanye-west-the-life-of-pablo-pop-up-sonos)
3. Likewise, her songs were also featured in movies such as The Twilight Saga: Breaking Dawn – Part 2 (Bittersweet), The Hunger Games (Mirror) and Fifty Shades of Grey (Love Me Like You Do).
Analysis
Cross-media convergence can be a really smart way to promote an artist. Usually, it is done to help an artist become more popular and break out of their already established audience. Using two popular artists on a track could help bring two audiences together and by having the music feature on a movie people who would not normally be influenced by the sound or have access to it, will be able to experience it.
Point
the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange
The development of technologies can both help and hinder the distribution and marketing.
Evidence
1. Ariana Grande's fans are mainly teenagers who are usually familiar with technology and social media, so Ariana uses Facebook, Twitter, Instagram and Snapchat to connect with her audience
2. Demi also has 3,009,227,172 views on her YouTube channel.
3. “Life of Pablo” was released on GOOD (Getting Out Our Dreams) Records, a record label owned and founded by Kanye. Since 2011 all GOOD records are distributed through DEF Jam.
4. Kanye west helped Jay-z get his Tidal streaming service to number one on the app store by saying to his fans that it would be the only streaming service he would use to release his album ‘Life Of Pablo’. This made more than half of Kanye Wests fans download the app just to listen to his music on.
Analysis
One of the main technological impacts of the industry has been the internet. Through the use of YouTube and social media, artists have been able to branch out and promote themselves. Through videos becoming more popular and earning more money.
However, the internet has also hindered the industry such that it is almost impossible to control illegal distribution of a track due to its quick nature and the constant multiplying of sources.
Apps such a ‘tidal’ have catered to a niece audience and therefore meant that distribution has not been illegal but still limited due to only being for a limited audience.
Point
the importance of technological convergence for institutions and audiences
Evidence
1. Ariana Grande pre-released 2 tracks on YouTube within the week of the album Dangerous Woman's release day (20th March 2016). 'Dangerous Woman' (the song) was released on YouTube on the 11th of March 2016 then followed by another track on her album called 'Be alright' which was released on the 18th of March,2 days before she released her album. Finally, on the 20th of March (album release day), she uploaded 'Dangerous Woman A Capella'.
Point
the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions
This can limit audiences and therefore sales prices, the product only becomes available for a niece audience however it also creates oppunitunies for a community of people.
Evidence
1. Tidal at the time was the only source Kanye’s fans could listen to his music on so it was exclusive but Kanye promised his fans that were the only way they could listen to his music until months later he released his album on Spotify, Soundcloud, Apple Music and more streaming websites. He also then released his new app which had his music on it as well. Kanye pre-released all of his albums before putting them on any app.
2. Kanye was doing a live stream and playing his new album and in the live stream, he showed his fans for the first time the trailer for his new app.
3. Ariana has appeared on the cover of women’s magazines as an inspirational woman, for example, "Women Health" magazine, which suggests that her target audience is women. Furthermore, her album cover has shades of pink and colours such as "pink " are represented as typical girly colours, which also suggests that her target audience could be girls.
Analysis
By only targeting certain audience distribution can be limited and sales smaller however it does create a trusted fanbase that could then expand and grow.
However, by targeting a larger audience you can be fighting against a larger competition and target the wrong people.
The marketing for both these areas are also different and therefore cost different things. Above the line, marketing promotes to a wider audience through adverts on tv or billboards however it can cost a lot. Below the line, marketing is used for target audiences and this is achieved through sou
Point
the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour
The tracking of audience reactions is important for the industry as it means that the companies can tailor their product to the needs of the audience.
Evidence
1. In the UK Kanye has achieved 3 number 1 singles and 2 number 1 albums. In the US, Kanye made the US chart history with his newest album ‘Life Of Pablo’. This album went to the top of the US album charts very fast as he had many streaming services going at the same time in America which helped it get it to the top faster. This made it number 1 album in the US market.
2. Her album “Confident” had total sales of 211,000, with a format of CD and digital download. And for her album “Demi” she had 426,000, which was again in the format of a CD and digital download.
3. Demi also has 3,009,227,172 views on her YouTube channel.
4. Taylor Swift’s latest album '1989' got 5.8 million US sales, making it the fastest selling album in over 10 years and 9.5 million worldwide sales breaking her last album 'Red' s record which got 4.2 million US sales and 6.5 million worldwide sales.
5. Her song 'Shake it Off' was the most downloaded song off the album with 881,000 copies sold. The song also got the most streams out of the album with 10.78 million audio streams
6. Taylor swifts new album '1989' sold 2,890,000 physical copies and 2,067,000 digital copies in the US and was 2015's biggest vinyl seller with 34,000 units.
7. Her song "Burn", which has hit 53.8 millions streams on Spotify, is estimated to have earned around $323,000 – $452,000.
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