WJEC GCSE Media Studies, Unit 1, Section B Music - Industry Links with other media The Big 3 major record labels are: Brand identity –the distinctive identity and industries: image of a music artist. This will extend to the Universal Music Group logo, music videos and social media accounts. A music artist’s ‘look’ may incorporate recognisable • Magazines and websites – Print Sony Music Entertainment visual iconography associated with a musical magazine readership continues to genre e.g. BTS are easily recognisable as a K-Pop decline. In 2018, music magazine Warner Music Group band. Their brand identity is wholesome, boyish, NME announced they were stopping • These three labels are all part of wider media and fun, an image suitable for the primary target production of the print editions. One conglomerates. They control two thirds of all demographic of teenage girls. of the most successful music review music sold in the USA. websites is Pitchfork, owned by media • The Big Three make most of their revenue from conglomerate Condé Nast. They focus streaming services such as Spotify and iTunes on reviewing music by ‘indie’ artists. (Apple). • Social media – Artists need to create content for every social media Ownership case study: platform to increase their reach to audiences. Twitter, Instagram Sony Music and Snapchat are the main social Entertainment media platforms for the promotion Owned by the Sony and cultivating of an artist’s brand Corporation of America “Record labels are investing more in identity. They own and distribute biopics and documentaries around their major record labels artists (e.g. “Bohemian Rhapsody”); • Music videos – gained prominence including: in the 1980s with the launch of MTV • Arista Records gaming companies are partnering with in 1981. YouTube launched in 2005, • Columbia Records artists on in-game musical concerts making music videos even more • RCA Records (e.g. Fortnite x Marshmello); major artists accessible. Video hosting service Vevo • Epic Records was founded in 2009, a venture with are running their own fashion houses the ‘Big 3’ labels, who license music Major artists signed to (e.g. Rihanna x Fenty); some artists are videos to Vevo. Sony include: even hosting their own cooking shows • Foo Fighters (e.g. “In the Mix with Matt FX).” • Miley Cyrus Music journalist Cherie Hu on music industry • Pharrell Williams convergence. • Beyoncé WJEC GCSE Media Studies, Unit 1, Section B Music - Industry - Case study: Billie Eilish Record Label Magazines and brand • Billie Eilish signed identity with Darkroom, Billie Eilish’s feature on the a subsidiary of cover of GQ –a magazine Social media Interscope Records, that is aimed at “intelligent, which is a subsidiary affluent, educated men” – Social media sites are a of Universal Music demonstrates Eilish’s broad key marketing tool for Group, in 2016 when appeal. music artists. They are she was aged 14. used by record labels The cover image and feature to cultivate the artist’s • Interscope’s brand inside adhere to Eilish’s brand image and promote their identity is for image: edgy and eccentric latest releases. • Fashion: “bold, drastically artists. They have a • Billie Eilish’s oversized pieces that seems reputation for giving Instagram account to meld classic hip-hop their artists creative has over 69 million style with goth and skater freedom. followers. Her influences” (Glamour account is used to • Other artists signed magazine online) to Interscope include promote her music • Deliberately avoids a ‘male Lady GaGa, Easylife and cultivate her gaze’ and Lana Del Rey. brand identity. • Often does not smile in • Interscope have • Billie Eilish’s official photoshoots – part of her collaborated with Twitter account @ image to defy stereotypes Apple to release a billieeilish has 5 as Eilish says that girls documentary on million followers. It are always told to smile: Apple’s streaming is used to promote “I hate smiling. It makes me service Apple+, her music and sell feel weak and powerless and titled Billie Eilish: The merchandise. small”. World’s A Little Blurry. GQ’s UK website feature Look at her Twitter and This is an example on Billie Eilish: Instagram accounts. of convergence https://www.gq- How are they used as a and a strategic magazine.co.uk/culture/ promotional tool? partnership. article/billie-eilish- interview.