Arctic Monkeys - I Bet You Look Good On The Dancefloor: Case Study CSP

Impact of new/digital media on music industry

1)
At this point of time audiences typically watch music videos on platforms such as YouTube which is free to access for audiences.

2)
The growth of digital technology and YouTube has created greater opportunities for aspiring artists/artists that are starting out as they are able to easily grab the attention of audiences and companies/make a name for themselves by uploading themselves singing. However, with artists that are already in the industry it could be argued that the growth of these things has inadvertently led to a dramatic decrease in how much they get paid for their songs as for the most part the only people benefiting from this growth are the audiences.

3)
P2P can essentially be described as fans distributing artists music among themselves through predominantly illegal means. P2P caused such huge problems for the music industry as it meant that audiences were simply getting artists music free of charge meaning that they weren't getting paid and yet their work was there for anyone to listen to.

4)
I think that the internet has given audiences more power over who becomes successful in the music industry as now it seems that the key to gaining popularity is not only determined by whether or not you make good music but the relationship you have with your audience. An audience can make or break an artist and so by having a fanbase that supports you can become a hugely successful artist. However, having an audience with negative views on you will certainly hurt an artists career. In that sense audiences are a double edged sword.

5)
By hosting the concert in Fortnite it not only means that anyone can announce their own concert or make a music video it also means that there won't be any restrictions on the number of people that can attend because the venue doesn't have the capacity to seat everyone. This just means that artists have means to make more money that they deserve and aren't getting.

Industry
1)
The Arctic Monkeys first achieved success when their music was shared via P2P sites by their fans only allowing more people to listen to their music thus making their fanbase grow even larger.

2)
P2P file sharing was an unexpected aspect to the Arctic Monkeys' early success as it wasn't really their intention for their fans to simply upload their music for everyone to listen to and use at their disposal. Therefore, when they had just put their music on MySpace they most likely didn't expect to get the amount of recognition that they did.

3)
The rise of the Arctic Monkeys was undebatably more authentic than One Direction's formation and rise to fame. Arctic Monkeys decided to be a group without the input of anyone else because they were friends whereas One Direction was constructed simply for the purpose of Entertainment and Drama on X Factor and so even the way that we see them interact may also be false.

4)
Technological convergence has changed the music industry in the sense that audiences are able to access music all in one place conveniently and for free. Originally, music was listened to through both Radio and TV while the purchase of records was also quite common. In that regard it could be argued that technological convergence has negatively impacted the music industry as now it is more difficult for artists to make money for many reasons. Technological convergence has made it easier for people to download music illegally meaning that the artists don't make a profit whatsoever. Additionally, artists can make money from streaming platforms however the amount that they get is not much at all with the rate per stream being as low as it is.

5)
The internet has been both a positive and negative development for traditional record companies. It is easier for them to promote their artists and music along with any concerts they may have. At the same time if their audiences aren't really concerned with the profit of the artists or the company and are just interested in the music then it's likely that they won't actually buy anything to increase profit but rather find a way to get the same content but for free. This is a real issue for traditional record companies as without money it can be incredibly difficult to function. However, it has also acted as a positive development for traditional record as now they can save a lot of money advertising that can be used towards other purposes now. Along with this they are able to find new talent easier as well without having to personally go out and look for people to sign.

Audience
1)
The main Arctic Monkeys audience in terms of demographics is quite middle class, white and the location of the audience at the beginning would've been Sheffield which is where the band originates from but has started to change into a worldwide audience. The age of audiences is likely to be quite young around the early 20s to late 30s mark. As for psychographics they are more likely to be Mainstreamers although it is fair to say that they started out with an audience that had more Explorers and Reformers.

2)
In the music video there are quite a few audience pleasures one of which includes personal identity from the lyrics of the song which is essentially about going out to a club and getting drunk which their audience will be able to relate to. There is also a bit of personal relationship for their fans especially the ones who may have been involved in the P2P file sharing at the time which caused them to gain fame as they would then understand the line, "Don't believe the hype." Finally, there is diversion from the performance in the music video which has been made to look older but still acts as a form of entertainment.

3)
In the opening scene the main vocalist introduces the band and the song that they are about to sing which makes it resemble The Old Grey Whistle test and makes it seem like their first big song which their audience is likely to have watched. Additionally, the part where he says "don't believer the hype", will allow their fans to make the reference between the P2P file sharing via the Internet and MySpace. The video itself captures the experience of seeing the band live in a club in Sheffield which enhances the overall experience for the audience.

4)
Nostalgia is the act of reminiscing on positive old memories which is a key audience pleasure for the Arctic Monkeys music video as it is meant to imitate 1980s TV performance on programmes like 'Top of the Pops' or 'The Old Grey Whistle Test'. This means that audiences who may have watched these shows would be able to get the intertextuality in the music video. This can act as a way to involve their audience more as they will feel nostalgia from the fact that they used to watch the shows.

5)
Fans are positioned to respond to the video by continuing to carry out P2P file sharing to increase their fanbase but also to stream and enjoy the video itself for the entertainment and nostalgia in the video.

One Direction - History: Case Study CSP

Industry

1)

One Direction were formed in a way that was constructed by X-Factor and it could be argued that the way they have presented themselves and their relationship with one another is rather fake. This is reflected in the music video for History as right in the opening scene they are seen on the show together hugging each other despite the fact that they didn't even know each other at this point.

2)

Vertical integration is when a company owns or controls each stage of production to reduce cost and improve efficiencies.

3)

Horizontal integration is the process of company increasing production of goods or services at the same part of supply chain.

4)

Technological convergence has completely changed the way that audiences consume music videos. In previous times music videos would have been accessed on televisions but with the introduction of technical convergence on mobile phones even the showing of music videos on TV at all has declined only making mobile phones more and more vital for entertainment purposes. 

5)

As a manufactured band what they sing and wear can all be decided by their record company Syco Records which just emphasises the fact that they aren't really showing who they are. This is also indicated by the fact that even the music that they sing, when they release their music, the way they represent themselves and their relationships are all controlled by their record company.

Audience
1)
The main One Direction audience appears to mostly consist of teenage girls although as the band have grown their loyal fans have also grown up with them in a sense and so their audience can range from 11-20. Following demographics it is likely that socially their audience is more middle class and female.

2)
In the music video for History there are quite a few audience pleasures such as: Personal Identity since there are quite a few close up shots of crying fans from concert footage in which other fans will be able to relate to; Personal Relationship as in the old footage of One Direction they looked much younger than how they look in the actual music video and so fans will almost feel like they've watched them grow and are reminiscing on past memories; Diversion through the funny scenes in the music video also adding a bit of nostalgia.

3)
I believe that the very opening shot where One Direction are first put together on X Factor would appeal to fans, especially the ones that witnessed this live. This is down to the fact that it will really make them feel as they saw through the bands evolution if you will. Additionally, I think the close up of the fans crying at concerts would appeal to fans as they can see themselves in those people and strongly relate to the emotions felt by the fans in the footage. Finally, the shots from behind the scenes would also appeal to fans as they can feel a sense of nostalgia from maybe watching these scenes before and rejoicing at the relationship that the boys had (whether it was falsely constructed or not). This can also act as a diversion to whatever may be going on for fans in their day to day lives emphasising the relationship between the fans and the band itself.

4)
Nostalgia is looking back on positive memories from the past happily which is a key audience pleasure from the History music video as a majority of the video uses clips from their past. This is able to remind audiences of what they've been through and how far they've come.

5)
I think that the expected response of fans by producers is that they can be happy about the time they've experienced and enjoy with the band but now they're getting on with their lives, almost as if they're not as young as they used to be. Additionally, I think that they tried to represent that 1D are also grateful for the time that they've shared but now it's time for them and their fans to move on.

Music Video: Introduction

1)

The key conventions of a music video are: faced paced camerawork, editing and general movement from the actors; performance element or narrative; visual effects; intertextuality.

2)

Intertextuality is when one media text references another media text sometimes acting as soemthing to satisfy part of the audience that understands the reference. Intertextuality can be achieved through genre, conventions, mise-en-scene or specific cultural references.

3)

Music videos first became a major part of the music industry in 1980s which was around the time that MTV launched specifically as a platform for music video and thus became the first music channel on TV. Naturally, this attracted a lot of attention to music videos as a whole. 

4)

In 1981 MTV was launched in the 1980s and 1990s the production of music videos was on a much higher level with more innovative and creative ideas requiring much bigger budgets. This development is depicted in Michael Jackson's Thriller.##

5)

In the digital age music videos are watched and distributed via YouTube and peer to peer.