How important is convergence to the Music Industry?

Convergence within the music industry is where a single product has the ability to have more than one function. For example, a mobile phone can call, text, take photos, surf the internet, record videos and listen to music.

Convergence had an impact on their audience who listen to music through different types of hardware such as the CD and mp3. For audiences, advanced technology and convergence means that their separate hardware devices can all be put into one piece of hardware, which means there is now the merging of different media sectors and cross media products. For the consumer, they can now consume different media products within one device. The advance in technology allows consumers to carry one device, instead of lots of devices. Fro example, instead of having to carry round a camera, a CD player etc, consumers can now purchase a recent mobile phone which contain all of these necessities. This is due to convergence as the mobile phone can take photos, listen to music as well as the usual functions such as texting and make phone calls. This creates music to become a 'social event' due to the fact that it gives consumers a more graphic experience.

The Music Industry has benefitted greatly due to convergence. This is because music is being accessed worldwide due to the development of technology. Technology is developing frequently, therefore record labels have to keep updating their distribution and promotion of music.

Web 2.0 is responsible for the change in distribution of music with the user generated content on the internet. Record labels have to make sure they keep updated with these sources of changes so they don't lose out on money. Vertical Integration is an example of how producers are still making a profit. Vertical Integration is where a company makes a variety of different products, for example 'Apple' has made products such as ipods, iphones, Macs etc.

Record labels are benefitting from social networking sites by creating links on their company site to make sure they keep up with the revolution of technology. Synergy is another source in which companies are making profit. For example, Orange created a relationship with their audience through the advantage of Orange Wednesdays, O2 have teamed up with the latest device of the iphone.

However, the physical formats of music are now increasingly becoming obsolete which is problem for the music industry. This is because it means that record shops and the music industry are going to make less of a profit with the increase in downloads. This means record labels have to find other sources to keep their profit making afloat. For example, they have benefitted through sources such as social networking sites such as Facebook, this is because it helps artists to be discovered and recognised. Also, record companies have learnt that promoting live gigs and mp3 downloads also benefits them.

An example of a record label that is benefitting of convergence is 'Soul Jazz Records'. Soul Jazz promote a niche genre of music and are not apart of the mainstream labels. They promote genres such as Reggae, Latin, Post Punk, Funk and Soul, Jazz ad Brazilian. For them to reach their consumer audience, their use a variety of strategies such as promote and distribute their music through their website. The website contains links that supplies you with background information on artists, gigs and music samples. The website contains a merchandise link, where consumer's can purchase things such as CDs, LP's, Vinyl and mp3 samples. The website uses multi-media platforms as it contains advertisements for DVDs. These are all examples of how Soul jazz Records benefit from convergence as well as other strategies. Also, the website contains links to other labels this is called 'sista labels'. This is where labels form symbiotic partnerships with other labels. Soul Jazz records other 'sista labels' are Studio One and Universal Sound.

Overall, it is important to consider that the act of convergence is damaging the music industry, in terms of it is encouraging illegal downloads. However, the development in technology is allowing consumer's to purchase the latest devices, therefore the music industry are making a profit. Also, it is forcing the music industry to update and keep up date with the development in technology, therefore it is it increasing the development within the music industry.