Task One

Show your understanding of David Gauntlett's ideas on your blog. Use these questions to help you:

1. According to Gauntlett, what was "the media" like in the past and what changes have now occurred?


David Guantlett's early ideas about the past shows has been a change in how we receive our media. There was a clear divide between the media and the people. It was as though the "media were like gods" giving the people newspapers and tv through the established hierarchy of distribution. With citizen journalism it has changed how the people receive media as they now have the power through mobile devices and the internet to record and publish their own media products as youtube demonstrates with the largest amount of amateur footage of events that the big media chooses to gloss over.

2. How far do you agree with Gauntlett?


I agree as before the introduction of web 2.0 and other technological advances media had a direct chain show that the studio would produce and distribute media products.

3. How might Gauntlett's ideas be applied to the music industry?


Before there was a clear chain of command in the music industry as to be an artist meant you needed a studio label to produce and distribute your records; It is now easier for upcoming artists to now produce and promote music from the comfort of their own room. Nowadays, it is much easier to film and record music than before. . Now with technological advances such as home digital recording equipment an amateur artist can record and using the power of web 2.0 upload their track to the internetthrough social media such as Twitter, Facebook and YouTube. This has lead to the discovery f artists such as Justin Bieber who was discovered after uploading a cover version of a well known pop track, this combats the problem of needing a big label to distribute your work as youtube is world wide enabling the masses to consume.


Task Two

Prepare a "music industry in the online age" case study and be ready to present your findings to the class on Monday 20th February. Your case study could focus on an artist (e.g., Lana del Rey), a website or service (e.g., Spotify or Rara), a practice (e.g., downloading or streaming), a problem (e.g., piracy)...It's up to you, but try to make your case study as up-to-date as possible. (No Lily Allen or Arctic Monkeys.)

In your case study, try to refer to some or all of these points:
- the impact of online media on the music industry and how the industry has changed from the past;
- the impact of online media on the production and distribution of music;
- how consumer behaviour and audience response has changed;
- how technological convergence has affected the industry.

Your presentation can be in the form of a video, a poster, a photo montage, or anything else you like. Be creative. If you choose to do a Powerpoint or a Prezi, do not read off the screen.

Try to bring some theory into your case study (e.g., Gauntlett's ideas). 

Browse some of the links below to get you started if you're stuck:
Spotify’s Daniel Ek: Music industry 'entering golden age'
The Difference Between the Music Industry & The Recording Industry 
IFPI digital report: annual music download revenues top $5bn for first time
Spotify now has 3 million paying customers
STOP COMPLAINING! Study Shows New Era Of Abundance In Music, Entertainment [INFOGRAPHIC]
Digital Music Piracy Since 2004 [INFOGRAPHIC]
The Civil Wars' Success Formula: Live Shows + Social Media + Music Placements
And the "20 things you must know about Music Online" link on the right!
Or simply click on the HYPEBOT.COM link above to find good case studies.