Digital media is used to promote music in all institutions but in different ways. The introduction of new digital media has made the production, marketing, distribution and exchange cheaper and more available for all media institutions including the audience and this is taken advantage of. This has had both positive and negative impacts.
Major record labels such as Sony, who own Syco, appeal to a mainstream audience who use more visualisation to promote their media. They use synergy such as TV shows including X-factor to promote the music, but instead of creating new music, they use back-catalogue music so similar music is created and the music becomes blander and staler. They also use social networking sites such as Facebook and Twitter to reach out to a larger audience, and create music videos which are promoted both on the internet on websites such as Youtube, to promote the music and sell their music on websites such as I-tunes. Other technologies such as gaming for example X-box and Wii, also promote music on games such as Just Dance and Guitar Hero. The pro-umers then copy and promote their own versions using new technology which de-values the music further. Therefore, the image becomes more important than the music itself. The audience can participate in the music produced and distributed by the labels by voting to save their acts on talent shows such as The X-Factor on both websites and through telephone or mobile, as well as leaving comments and likes on videos posted on websites such as YouTube.One Direction for example, were promotted though visualisation to appeal to young girls, and their image is focussed on and promotted more than their music. Their music is similar to those of past bands. Although they use traditional methods to produce their music, the major record labels also use new technologies to distribute and market their products. However, it is digital technology which the major labels rely in order to create big profits- owning a huge 65% of musical institutions.
Other media institutions such as Indie labels use new technology such as garageband to create their music because its cheaper, and use the internet to distribute, promote and market their music. However, they use less visualisation such as music videos and TV appearances to promote their music. Instead, they use synergy such as radio where the music is of more value in comparison to the visuals. However, they still do use visualisation such as concerts and festivals to promote their music. They also distribute their music through I-tunes and other websites. They are less profit based in comparison to the major record labels, and own only around 20% of all music institutions. Therefore, although Indie records use more new digital technology to produce their music but does not use as much synergy than record labels so they do not earn as much profit.
In conclusion digital media is important for helping creating cheaper music as well as advertising, marketing and distributing the music. This is how profits are made by the music institutions.
