Convergence

Convergence describes the ways in which technologies have merged in recent years. There was a time when audiences needed different devices to listen to music and watch programmes, now both media forms can be processed and accessed using a computer or even a mobile phone. Convergence is an easier and cheaper way for artists to distribute and promote their products but it also means it gives audiences the freedom to share and copy music freely. Convergence has had a large impact on the music industry and created many more opportunities for artists to distribute and promote music more effectively. There are both advantages and disadvantages to convergence which is explained in detail below:

Advantages

• Having easy access to music helps the artist promote their products more effectively. Using online websites means that artists can interact with their audiences which adds a lot plus factors, especially social networking websites where audiences can give artists feedback and make the music more well known.

• Promotion of artists can be achieved through other artists, some artists collaborate with existing artists to be known by their audience. For example artists sometimes tour with existing artists who have the same target audience which have large benefits for the artists and label.

• The cost of distribution has fallen greatly, there are now many ways of making media products because of the varies media devices available in the present time. Audiences choose to download music instead of purchasing CD’s. This means that labels have saved money on various expenses previously spent as things can now be easily downloaded.

• Programmes such as Spotify promote artist very effectively, artists sell their music onto Spotify where audiences can purchase music and also see similar music to their interest. Artists can also create adverts to be included on the same page or at the beginning or end of a track, this increases the focus of the target audience and makes them more well known.

Disadvantages

• Illegal downloading have increased rapidly and means that the music industry is increasingly losing out on a lot of money. The music industry could have been gaining a much larger profit if illegal downloading was permanently intervened and put a stop to.

• It is now much easier to copy and share music between people with no profit to the artist or label. Audiences are able to illegally download much more easily and with no charge required therefore it is much more popular amongst artists. There are many websites and programmes available giving audiences an easier access.

• With record labels making much less money both the record label and artists are facing a huge loss in the music industry. This effects the outcome of products it means that the quality and quantity of the products will be very low.