2. PRODUCTION
• Sony use ACID Pro 7, a music production program
which is created by Sony Creative Software (A
subsidiary of Sony focused on software
production)
• Another subsidiary of Sony is Sony DADC, who
manufacture CDs, Blu-rays etc.
• These are forms of convergence of industries
because different branches of Sony are working
together for the Music Industry. Due to Sony being
such a large company they are able to act
independently will the production of music
because they can use their own software and make
the hardware. This could affect the music industry
because small companies who focus on software
production and producing(studios and producers)
may find themselves useless in the music industry
if companies like Sony can do it themselves.

3. DISTRIBUTION
• VEVO have a partnership with Sony Music Entertainment, as well as
Universal Music Group, Abu Dhabi Media and previously EMI. They host
music videos on YouTube and use adverts at the start of each video to
produce revenue. This is good for the music companies as it allows
them to regulate the online distribution of their music videos and make
money from it.
• VEVO also have applications on many popular devices, such as the
iPad, GoogleTV and the Android Market. This allows much more people
to access the content and is also an example of convergence of
technologies.
• Music Unlimited is an online music-streaming service owned and
operated by Sony. It allows for music to be streamed to a variety of
devices, such as Android phones, BRAVIA televisions, Playstation 3,
tablets and within internet browsers.
• They have music from a variety of record labels, which is an example of
convergence of companies.

4. MARKETING
• One Direction and JLS have both appeared in Nintendo Adverts.
Nintendo is the direct competition in the gaming industry for Sony so
having their artists in their adverts is a symbiotic relationship between
Sony and Nintendo because they give the artists and games exposer
to the two different fan groups.
• At the 2012 Brit awards One direction stated they would be starting their
headlining arena tour in 2013. This is an example of synergy because
they used a high profile music event to say they are starting their tour.
The Brits was four days before the tickets went on sale. The entire tour
then sold out in 45 minutes . Also due to the Brits being such a high-
profile programme most people was watching it so their target market
started tweeting about it leading to it becoming a trending topic and
promoting it further. This is a convergence between the music industry
and digital technologies.

5. CONSUMPTION AND EXCHANGE
• Itunes became the biggest music seller in 2008 . Its expected for the
majority of music to be sold from here. Bu t in 2009 Itunes took a fall of
5% in their yearly sales because the market seems to be giving way to
the video. This is why Sony invested in VEVO because they are the
most popular music video website at the moment due to the easy
access the internet, smart phones and apps allow . Also VEVO is
surrounded by advertising and related videos. This is an example of
Synergy because Itunes are going to make money from Sony’s world
wide artists because they each have large fan bases and therefore their
will be lots of downloads. Also Sony will make money because the way
audiences access their music now is through the music and the
demand for music access on the go is expected so by their artist music
being on Itunes there will be more downloads due to the constant
availability to it.