Marrakesh Report 2009

Which of the following have you done in the last 3 months?
Watched a music video online - 2009 - 25% - 2012 - 100%
Bought a CD - 2009 - 70% - 2012 - 50%
Listened to music on your mobile phone - 2009 - 62% - 2012 - 70%
Burnt a CD - 2009 - 55% - 2012 - 8%
Bought a music download 2009 - 52% - 2012 - 40%
Played a music game on a console 2009 - 45% - 2012 - 50%

Which of these devices have you used to listen to music in the last week?
IPOD/MP3 Player - 2009 - 81% - 2012 - 95%
Computer - 2009 - 80% -2012 - 75%
Radio - 2009 -71% - 2012 - 75%
TV - 2009 - 68% - 2012 - 95%
CD Player - 2009 - 59% - 2012 - 65%
Mobile Phone - 2009 - 54% - 2012 - 70%
Record Player - 2009 - 9% - 2012 - 8%
Tape-Cassette Player - 2009 -8% - 2012 -0%

Where would you say that you usually find out about new bands/artists that you like?
Listening to the radio - 2009 - 67% - 2012 - 85%
Your friends - 2009 - 63% - 2012 -70%
Watching MTV or other music channels 2009 - 49% - 2012 - 85%
Reading general interest newspaper's/magazines 2009 - 21% - 2012 - 20%
TV shows like the x-factor - 2009 -18% - 2012 - 70%
Reading music magazines - 2009 -17% - 2012 -10%
Reading music blogs, social network sites - 2009 - 14% - 2012 - 85%

Which website would you usually visit first to chek out a new band/artist?
Youtube - 2009 - 38% - 2012 - 100%
Myspace - 2009 -15% - 2012 -0%
The band's own website - 2009 - 15% - 2012 - 40%
Facebook - 2009 - 8% - 2012 -70%
NME - 2009 - 4% - 2012 - 5%
Last.fm - 2009 - 4% - 2012 - 0%
Yahoo Music - 2009 - 2% - 2012 - 0%
Bebo - 2009 - 2% - 2012 - 0%
MSN - 2009 - 2% - 2012 - 0%
MP3 Blogs - 2009 - 1% - 2012 - 0%
Other Internet sites - 2009 - 9% - 2012 - 70%
Twitter/Spotify - 2012 - 20%

Do you feel you should have to pay for the music you want to lsiten to?
Yes - 2009 - 39% - 2012 - 0%
No - 2009 - 69% - 2012 - 100%

What do you think is a fair price for a CD of a band/artist you like?
Full Sample - 2009 - £6.58 - 2012 - £6.85

If you were a big music celebrity, which of the following would you most want to have?
Respect for your music/creative freedom - 2009 - 42% - 2012 - 15%
Lots of money - 2009 - 20% - 2012 - 40%
Performing in front of massive audiences - 2009 - 14% - 2012 - 27%
Travel - 2009 - 8% - 2012 - 20%
Getting lots of stuff for free - 2009 - 7% - 2012 - 0%
Worldwide fame - 2009 - 4% - 2012 - 0%

Music Marketing

What technologies and marketing strategies do institutions use to target and distribute product to audiences?



On the Red Hot Chilli Peppers website it says at the side 'Get on our mailing list' to do this you simply enter your email address were you will then be sent emails every month of things such as latest album releases, tour dates, latest news for the band etc, this is an example of direct marketing.

Also on there website they have a list of all of there music videos which is a form of viral marketing because it is then getting you to both watch the videos which is getting you to listen to there music, but also you have the option to embed this music video onto your blog or website which is then advertising there music to other people.

Aswell at the top of there website on every page there is a band where you can listen to there songs, this is a form of marketing there music because it is getting you too listen to there music as you are looking through there website.

On the website there is a page just for links where they are linking you to different youtube videos, twitter/facebook pages. By doing this they are getting you to watch there videos but also if you follow them on either facebook or twitter they will update there pages with recent news, videos, tour dates and many more, this is multi-platform social media.

They are selling merchendise such as, key rings, tops, posters, bracelets etc. By doing this they are getting themselves advertised everywhere and getting more people to listen to them or to by there items.

Case Studies

Major Label Global Market Shares 09/10

Past Questions

January 2009 - Discuss production and distribution methods.

June 2009 - Importance of technological convergence to audiences and institutions.

January 2010 - Domination of global institution selling to national audiences: agree/disagree.

June 2010 - Significance of continuing development of digital technology for audience and institutions.

January 2011 - Issues raised by media ownership in production and exchange of textsz

Music Industry Terminology

Convergence of Technology - This is the move from anologue to digital.

Convergence of Industrial Activity - This is when a company moves from selling one thing to another. For example sony moved from selling hardware to music.

Synergy - The coming together of two or more seperate sources that produces a result that benefits both, but one that they can not acheive by themselves. Eg. The marks and spencers and morrisons adverts and the Tony Hawks Pro Skater 4 advert.

Conglomerate - A company of companies. For example sony, this company ranges from hardware to music.

Globalisation - A record label that sells it's products across the globe.

Analogue Music - A methord of recording sound, which is now being replaced with digital systems.

Digitalisation - This happened around 1984. MP3 used to be WAV files which are much bigger, these files are now getting smaller. CD's are also digital which consist of using binary numbers.

Vertical Integration - when a company expands its arease that are at different points of the same productive path.

Horizontal Integration - The merge of competing companies from the same line of business and involved at the same level of activity.

Major Record Label - the music industry sells compositions, recordin g and performance music.

Subsidiary Label - a record label which is owned by the major label, dont represent the entire group.

Independent Label - a record label operating without the funding of outside organisation of the major record label.

Niche Audience -  the targeting of a small but significant group of consumers with a media product directed specifically at their interests.

Mainstream Audience - Mainstream is, generally, the common current of thought of the majority, meaning most people like the type of music which has come out. An example would be chart.

Fans - This is short for fanatic. People who support and admire an artist.

Active Audience - Audience memebers who already are interested in an organisation, issue, or cause. Instead of waiting to recieve information on it, they seek it out from many sources and when doing so, they speak as well as listen.

Audiophiles - earlier poepple who are interesting in high quality products.

Early Adopters - A person who starts using a product or technology as soon as it becomes available.

Consumption - The using up of a resource.

Web 2.0 - The internet viewed as a medium in which interactive experience, in the form of blogs, wikis, forums, etc, plays a more important role than simple accessing information.


Meta-tags/personalisation - HTML or XHTML elements.

Download - The process of copying data.

Streaming - Relating to or making use of a form of tape transport, in which data may be transferred in bulk while the tape is in motion.

Peer to Peer - Computing or networking is a distributed application architecture that partitions tasks or work loads between peers.

Piracy - The unauthorized or prohibited use of works under copyright, infringing the copyright owner's exclusive rights.

Portability/Miniaturisation - Easily or conveniently transported, small and portable objects.

Multi-track - An audio tape which holds more than one track of audio information.

Sampling - The selection of a suitable sample for study.

Digital Audio Workstation (DAW) - A computer, sound card, and editing software that allows you to record, edit and mix audio programs entirely in digital form.

A&R – Artists and Repertoire.

Record Deal – contract – royalties - A legal agreement between a record label and a recording artist, where the artist makes a record for the label to sell and promote. 

Distribution - The action of sharing something out among a number of recipients.

Plugging/Marketing - The action or business of promoting and selling products or services, including market research and advertising.