The evolution of music players.

The Phonograph
In production from 1870-1980, music industry moving much slower than it is today. Longest production line for any music player. 

The Cassette

First produced in 1963, led to advent of portable music listening.  Created underground revolution producing radical political movements. The cassette met its decline in the early 1990’s when it was surpassed by the compact disc.

The Compact Disc
Stores digital data, it has been on the market since as early as 1982. Developed by both Sony and Phillips. Sony developed vertical integration by releasing the first compact disc single by Billy Joel in timing with the release of the first CD player. CDs further developed to be capable of storing data.

Transistor Radio
First portable music player, advantage was that you could listen to music anywhere. This also gave an advantage to record labels by making it easier to market their product.

The Boom box
First produced 1970’s, tied in with the music culture of hip-hop. Boombox was part of the music revolution.

The Walkman
Portable cassette player, produced by Sony, the advantage of this product that it was easily marketable.

The Disc man
The Discman was a portable way of listening to CDs once again developed by Sony; it quickly killed the cassette and Walkman player.

MP3 Player
First model held only 10 tracks, three years later saw the launch of the Apple iPod this revolutionized the music industry. "Music was a perfect synthesists for Apple". Shaun Fanning launched Napster.

How do Rough Trade distribute their music?

Rough Trade distribute their music by selling CD's and LP's on their website, fans can also find their favorite music on itunes, certain artists and bands able their fans to download free mp3's of their websites like myspace. However disloyal fans get the majority of their music through illegal downloading sites such as lime-wire and bit-lord. This therefore effecting the sales of artists and bands as fans chose not to pay for their music.

How do Rough Trade Market their music?

Rough trade market themselves independently by offering many different types of merchandise for all their different artists and bands on their website. As well as selling CD's and LP's on the website they sell posters, DVD's, books, magazines, headphones, portable turntables, badges and clothing. By reporting on their website new releases of bands and artists singles and albums Rough Trade advertise them well as there are links to where you can buy them. Rough Trade produce links to websites to buy gig and concert tickets, they also have an audio box on their website, therefore views are able to sample the music, this therefore advertising their artists further.

How does Rough Trade produce its music?

Time and effort goes into producing CD's and LP's in Rough Trade and as the label has grown and matured so has the scale of the budget. This therefore creating a smoother surface for artists and bands to create good quality singles and albums. 

Who is signed under Rough Trade?

• The Libertines
  
• Vampire Weekend
  
• Fleet Foxes
  
• Bon Iver
  
• Metronomy
  
• Vivan girls
  
• The Strokes
  
• The Long BLondes
  
• The Moldy Peaches
  

Rough Trade

Rough Trade formed in 1978, the label grew from the record shop that Geoff Travis owned in West London in February 1976. The shop was revolutionary, it was brimming over with wonderful things: seven-inch picture sleeves whose market was about to exponentially explode, reggae LPs, punk fanzines, badges. By 1978, it had a distribution system and was taking and selling records from bands benefiting from an emerging DIY culture. It was logical that they should start a record label. Paris Maquis a french punk band was the first Rough Trade release and was followed that year by a further eleven singles. By the end of 1979, a number of bands now commonly associated with Rough Trade had started to release records on the label, including Scritti Politti and The Raincoats. The signing of The Smiths in 1983 drew Rough Trade into new territory. A stifled independent music scene was gradually giving way to what would go on to be recognised as ‘indie’ and The Smiths, although not entirely foursquare with the genre, found themselves at the forefront of the emerging scene. The intensity with which the media embraced them, and the ensuing parallel success of their records meant that the label had to learn how to promote a band in a way it had never had to do before. The outcome was an unprecedented run of sixteen chart singles beginning with ‘This Charming Man’ in 1984 and culminating in ‘Last Night I Dreamt That Somebody Loved Me’ in 1987. All four studio albums reached the top two.

Finder Keepers notes.

Place in the industry.

• smaller independent labels
  
• everything done in their house between themselves and with friends help
  
• each bring specific strength 
  
• small budgets
  
• able to focus and work on titles hat major labels would not consider to be cost effective by their own standards
  
• no need to sell their numbers to make a profit -> do not need to justify massive marketing budgets and production costs
  

Marketing.

• Can't really afford marketing budget in the conventional sense e.g merchandise 
  
• more hands on approach -> word of mouth is important -> mailing lists -> message boards> gigs
  
• press and radio coverage are also important, helps boost exposure for the label and our artists
  
• internet great leveller
  

Distribution.
distributed through a company
record stores in decline -> rise in downloads and a power shift away from independent record shops and smaller chains to the likes of HMV -> selling records in these outlets becoming more difficult -> dealing directly with independent stores

Production.

• monitored very carefully -> don't tie up too much money in manufacturing
  
• produce minimal runs of CD's and records>keep costs low and so not left with abundance of stock
• receive master from licensor ->may/may not be production ready -> cleaning up.
• artwork predominantly from original sources or designed and put together in a house -> all sent to manufacturer 
  

The online age.

• cheapest way to get their releases on people's stereo's -> but cater for a more discerning market
  
• physical releases more important -> CD's and vinyl's 
  
• feel there are still a thriving number of record collectors and DJ's 
  

Soul Jazz Records

Genre.

• Brit pop
  
• reggae
  
• punk
  
• dance
  
• latin
  
• japanese noise
  
• mix house
  
• future dub
  

All electric and diverse.
Often deal with non-mainstream and non-commercial artists -> several niche audiences
Underground tag association 

Strategies.
Merchandising -> clothing, accessories -> tapping into fashion to create own brands

Advertising

• gigs (many are free) -> active audience -> that want to go to gigs 
  
• physical products> LP' s (vinyls) -> CD's are given priority over Mp3 
  
• turning obsolete format into collectable items "retro branding" -> e.g home pages use album cover art
  

Form of radio -> internet based -> potential wider audience -> wide broadcasting
News letter subscription -> free -> mailing list (electronic) -> cost effective -> no cost implication for subscribers


Audience.
1970's generation retro

• depends on each sub-genre, separate
  
• audience for each sub-genre
  
• exclusive and niche
  
• presented as "cool" with a specific identity

Relationship with its audience.

• very independent of mainstream
  
• several, smaller niche audiences 
  
• own brand identity
  
• use strategies that appear to:
  
• personalize 
  
• use communication as a key form of marketing, but not always -> communication
  

Soul Jazz REcords is not in competition with the mainstream as it is more about the music experience. 

Time line of the growth of the industry.

• 1980- Compact Discs first introduced
  
• 1988- CD's suppass vinyl in sales
  
• 1997- MP3 firsts introduced
  
• 1999- Naptser launches first peer-to-peer software, massive legal battles
  
• 2000- Broadband first launches in U.K
  
• 2001- Apple iPod first launches
  
• 2005- Cheap and accessable music. 3.5M units sold by apple a month
  

Music consumption.

The use of cd's is decreasing due to illegal/free downloading. Also people can link this idea to the use of music channels and youtube as they can watch and hear many of their favorite artist and bands on the television. The value if music has been lost due to people wanting to avoid paying for their music as they can download it illegally online.

Music Production.

Bands and Artists are now less dependent on record companies and instruments as they once were. This is due to increasing advances in technology and programs. One example of these types of programs is Garage band. The internet is allowing people to release music with out going through a record company. For example any band artist can upload their music onto itunes. However they still have to advertise themselves.

Music distribution.

Distribution within the music industry has changed a great deal and developed during the last ten years. With LP records being over powered by the revolution of CDs in the early 1990's to the dominance of the internet in the digital age. The internet is the most valuable tool today in music distribution, with artists and record labels offering free downloads of singles and even albums in their entirety. Music is mainly distributed and consumed through downloading sites like limewire and frostwire.

Key terms.

Synergy:
Two companies work together for mutual benefit e.g Orange wednesdays.

Vertical integration:
Ways companies build up e.g Apple produce macs, people then have to buy software that is for apple mac as they have their own programs and soft ware. ipods need Itunes to work therefore people buy songs from itunes to listen to their music.

Convergence:
When different types media technology come together into one project. E.g. Iphone.

Overview of the music industry.

The four main record labels are Sony/BMG, Warner bro's, EMI, Universal. These four record labels are called the big four, they are seen as the most powerful record labels as they own 80% of the industry, smaller record companies take only 20 % of the industry.

There are many different ways of accessing music, the majority access their music through music channels, radio and internet radio and the most popular form is illegal downloading. People also get instant gratification through gigs and concerts which also advertises other bands, this is another means of gratification.

The Libertines

Were an English rock band formed in London in 1997 by Carl Barat vocals and lead guitar and Peter Doherty vocals and rhythm guitar. The band also includes John Hassall on bass and Gary Powell on drums. Their style is often characterized between indie rock and 1977 style punk rock. Doherty and Barat had different musical influences. Doherty was inspired by bands such as Oasis, The Smiths, Sex Pistols and The Jam. Where as Barat admired The Velvet underground, The Clash, The doors and Django Reinhardt. Playing acoustic sets in dingy pubs and bar around London a favorite being Filthy McNasty's whiskey cafe near King Cross the band formed cult followers. The Libertines manager was called Banny Poostchi who had been a close friend of the two frontmen. On the October 1st 2001 Doherty and Barat played a showcase for James Endeacott from Rough Trade, taking a strong liking to the pair he advised them to pluck the courage up to play for the heads of Rough Trade Jeff Travis and Jeanette Lee on December 11th 2001. They were told they were to be signed, the deal took place on December 21st 2001. The band peeked in 2004 when they had singles hitting the number 1 and 2 spots in the UK charts. Their album up the bracket was voted second best album of the year in NME magazine. Both of their full length LP's were produced by Mick Jones of The Clash.  Many different troubles occoured later on in the band due to Doherty and Carl fighting constantly due to Dohertys drug addition to Crack Cocaine and Heroin. Sadly after a short life The Libertines went their separate ways in December 14th 2004. Doherty set up a new band called Babyshambles and Barat set up a band called Dirty Pretty Things.