Case study research tasks

MEST3 Independent case study: New/Digital Media

Case study research tasks

The basics

1.) My chosen industry is the music industry

2.) My chosen case study is Apple Music

The audience

1.) The new and digital media has changed people's experience as it gives them convenient access to music from the use of the Internet and electronics. 
2.) New and digital media has also changed the way in how consumers actually consume music, and in this way they can access music anywhere with an Internet connection via YouTube, Soundcloud, Spotify, Apple Music, etc
3.) New and digital media has also increased the audience size given that music can be uploaded anywhere onto the Internet, therefore the audience number grows with their presence on the Internet
4.) With Apple Music, audiences have now an alternative to music streaming other than using it's competitor Spotify.
5.) New and digital media means that streaming services offered by Spotify and Apple Music for example could be rejected in the sense that audiences could find an alternative that is free
6.) New and digital media has definitely influenced audience pleasures as they can access services through several ways
7.) The target audience for my case study are preferably teenagers to young adults, therefore ranging from the ages of 13-35. 

Institution:
1.) My chosen music industry has had their control impacted by new and digital media as there are other competitors that share the widespread of users 
2.) New and digital media has had an impact on the music industry's ownership as services similar can be accessed elsewhere where it is free 
3.) New and digital media has changed the way institutions produce texts as technology has had a huge influence in the way things are seen, presented, and used by the audience
4.) New and digital media has changed the way in how institutions distribute their product as audiences might tend to use technology to access and find things, therefore an institution for example might create a digital video ad instead of on a billboard.   
5.) New and digital media threatens the music industry as artists may not make profit due to music piracy, given money is the catalyst to music production
6.) New and digital media may offer a synergy of attraction that regulates the music industry, example, social apps such as YouTube for artists' VEVO music videos.

UGC:


Marxism, Pluralism and Hegemony:
1.) A Marxist would favour in consumerism and the economy continuing, therefore given that streaming technology helps the music industry a Marxist would have a positive view
2.) A liberal pluralist on the other hand would view different groups with competing interests whilst the media is subject to the wishes of the customer (supply and demand), therefore they would instead favour how consumers are able to listen to music
3.) There are some instances of hegemonic views on the music industry, such as how a music artists are seen to be presenting a lavish lifestyle when in fact in order for them to sustain that they will need sales

Globalisation:
1.) Globalisation has impacted the music industry in an undoubtedly positive way as there is a wider spread of audience to reach out to, therefore increasing their sales and regulating it more
2.) Globalisation has had a positive impact due to more audiences that can access the music industry's services, given that it is on the Internet 
3.) There are some instances of cultural imperialism in the music industry, such as VEVO and their 'Americanisation' where there is rejection of foreign songs being presented in their institution

Social media:
1.) The musc industry has used social medias, such as Twitter and Instagram to each respective artists that use the social platform as a method of reaching out to their fans. It's easily accessible and convenient
2.) Apple Music has both the social networking apps Twitter and Instagram to offer assistance and help to consumers, therefore as a result improving the customer and supplier relationship that improves their brand image
3.) Social media is an opportunity to both the music industry and Apple Music given that certain apps can help raise awareness 

Statistics:
1.) In the UK, about 7.4 billion tracks were streamed on audio services in 2013, twice the total recorded in 2012. While digital accounted for 50% of UK record industry trade revenues last year, streaming brought in 10%, and this figure is rising fast. Spotify, says about 70% of its revenues from advertising and subscriptions goes back to rights holders - the record labels, collecting societies and publishing companies. It says it has paid out more than $1bn (£587m; 735m euros) in royalties since its launch in 2008 to the end of 2013. One 2007 study by the Institute for Policy Innovation estimated that illegal downloading was costing the US economy $12.5bn (£7.3bn; 9.2bn euros) a year.
2.) The impact of new and digital media as a result has made the music industry, specially Apple Music and Spotify the opportunity to expand their regulation.
3.) The impact on audiences is positive given that they're now able to access their favourite artists' newly released albums and music officially through streaming services provided by Spotify and Apple Music, giving them a sense of "premium privilege" 

Theories:
Uses & gratifications - some consumers may use streaming services from Apple Music as a way of getting their "premium privilege" when they are for example, the first ones to listen to an album or song released by a popular artist i.e. Drake. As a result, this may result in a "luxury" lifestyle. 
Two step flow theory - influential for music critics for example, those who listen first and give a review might change people's views prior to buying an album/song and listening to it. If it's a positive review then sales will increase, but vice versa if it's negative.
Surveillance - Similarly, consumers might purchase the top rated, top played, top hits, etc, to introduce themselves to what the social norm of music is nowadays. As a result, there is a cultural transmission.

Issues/debates:
As a result of streaming services introduced with Apple Music and Spotify, the music industry has had an influx and has given artists a chance to regulate and expand their careers.

Wider examples and secondary texts
Social media's influence of a 'two-step flow model'; echo chambers; opinion leaders, etc to create hype