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Lady Gaga Cross Media Case Study

Rob Miller | Wednesday June 13, 2012

Categories: A Level, AQA A Level, AQA AS, Advertising, Viral Advertising, Key Concepts, Audience, Genre, Media Language, Narrative, Representation & Stereotyping, Hot Entries, Music, Fan Websites, Music Distribution, Music Industry, Music Promotion, Music Video, New Media, Convergence, Digital Media, Integration, Internet, Social Networking, Making Money, New Technologies, Website Analysis, Social Networking Analysis, Web Pages

Lady Gaga – Sony Music Entertainment | Universal Music Group

For your AQA AS Media Studies Cross Media Study you are required to understand a range of texts across 3 different media platforms – Broadcasting, E Media and Print with notions of institution underpinning the background to production e.g. funding, ownership, use of technology and distribution.

Exam questions often directly ask students to examine how institutions are represented across the three platforms.

This work will allow you to understand the music industry in more depth and how one artist in particular, Lady Gaga has been carefully constructed and represented to audiences across these different platforms.

The music industry can be split into mainstream and independent artists with the so called ‘Big Four’ (now the Big Three) controlling the market. In a similar way that the oligopoly of film distributors control film distribution (Warners, 20th Century Fox, Paramount, Universal, Sony, Disney) mainstream music distribution is controlled by the Universal Music Group, Sony Music Entertainment and Warner Music Group with EMI sold off in pieces and acquired by Universal and Sony though horizontal integration in November 2011. Distribution controls the market with heavy promotion and marketing key to an artist’s commercial success. The Big Three, whose businesses also include film distribution are in turn owned by parent companies that provide significant, additional revenue – Universal MG are owned by French conglomerate Vivendi while Warner Music Group is part of Time Warner allowing for cross media fertilisation, convergence and synergy.

Sony remains one of the largest media corporations in the world whose business interests include film distribution through Columbia Tri-Star and MGM, music distribution, gaming through PlayStation and global sales of electronic devices and media. Universal Music Group was founded in 1934, owns 27% of the market share (Sony...


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