Technological Convergence and the Music Industry

Technological Convergence and the Music Industry

1. THE IMPORTANCE OF
TECHNOLOGICAL
CONVERGENCE FOR
INSTITUTIONS AND
AUDIENCES
LO: TO HIGHLIGHT THE IMPORTANCE OF TECHNOLOGICAL
CONVERGENCE FOR INSTITUTIONS AND AUDIENCES

2. WHAT IS TECHNOLOGICAL
CONVERGENCE?
Technological
convergence is the
tendency that as
technology changes,
different technological
system sometimes evolve
toward performing similar
tasks.

3. RISE IN CONVERGENT DEVICES?
•There has been a rise in convergent devices as time
has passed
•This has become the norm for audiences so that puts
pressure on the institutions to provide for their needs
•Sony, being vertically integrated, even invest in the
creation of these devices

4. PRODUCTION / DISTRIBUTION
•Audiences need to access music digitally so institutions have to ensure they
are creating digital content suitable for convergent devices
•Institutions need to know what the trend is and know how audiences are
accessing the music on convergent devices (Streaming and Downloading) so
they can provide for them
•It is important to consider that it is not just mp3’s that are being sourced on
these devices and institutions need to capitalize on this as it creates a sense of
synergy (YouTube, Vevo and other areas such as Social Networking, Music
related websites, Podcasts, etc.)
•In creating content for devices the music video has become a central feature
of any release and therefore an expectation
•Any other points?

5. MARKETING
•Institutions will take advantage of the ability to access
audiences through convergent devices and do so (what
marketing strategies can you think of?)
•Audiences have become involved in the marketing process
as it is no longer a one-way process (viral marketing for
example) and audiences can do there bit to raise an artists
profile (synergy)
•Any other points?

6. ADVANTAGES OF TECHNOLOGICAL
CONVERGENCE AUDIENCES
•Ease of access / Easy to obtain
•Saves space
•Increasing quality
•More can be done on the devices
•More user generated content / Audiences can interact with artists
•Easy to get information and get the latest information

7. DISADVANTAGES OF TECHNOLOGICAL
CONVERGENCE AUDIENCES
•Expensive
•Space on phone
•Battery Life
•Need for internet
•What if it breaks
•Can be complicated to use

8. ADVANTAGES OF TECHNOLOGICAL
CONVERGENCE INSTITUTIONS
•Easier and cheaper to make products
•High quality products
•Easier and cheaper to advertise to consumers
•Easier to distribute
•Easier to make a song and distribute it quickly
•Reach a wide audience

9. DISADVANTAGES OF TECHNOLOGICAL
CONVERGENCE INSTITUTIONS
•Institutions have to keep innovating and changing
•Audience can respond negatively creating a bad reputation
for artists
•Less money for music itself
•Lots of competition

10. DISADVANTAGES OF TECHNOLOGICAL
CONVERGENCE INSTITUTIONS
•Institutions have to keep innovating and changing
•Audience can respond negatively creating a bad reputation
for artists
•Less money for music itself
•Lots of competition