2. Please copy down the date and title and complete the starter Week of 28 th November 2011 How important is cross media convergence and synergy in production, distribution, marketing and exchange? Lesson Outcome: To research what cross media convergence and synergy is and evaluate its importance in the music industry, Class Work

3. TASK: Find all the key terms for this unit in the word search grid below. There are 24 in total. Write each key term into your book with a brief definition.

4. How important is cross media convergence and synergy in production, distribution, marketing and exchange? This is when different aspects of a company or companies come together SYNERGY involves ‘a strategy of synchronising and actively forging connections between directly related areas of entertainment’ .

5. Here’s an example of how Sony’s media convergence options

6. Universal and Sony reach deal to buy EMI for £2.5bn Famous British music business could be split into two in agreement that hands control to biggest rivals TASK: In regard to convergence opportunities what does this mean for EMI and its artists? Read the full article here: http://www.guardian.co.uk/business/2011/nov/11/emi-sold-to-universal-and-sony

8. An example of Tinie Tempah’s synergy: DIGITAL CDS VIDEOS MERCHANDISE

9. TASK: Consider the pros and cons of synergy. Read each of the points below and decide if they are a pro or con for a company/artist. Companies can spread their commercial interest Can lead to loss in jobs (cutting out the middle men) Leads to oligopolies (uneven distribution of power) Can better reach shrinking audiences with diverse tastes Merging together to exploit strengths or sharing risk Greater influence on public opinion Increase in profit of each separate medium Dominate a variety of markets Sharing skills between two companies and exploiting strengths Easier in theory than in practice... Different companies may have different ideas Smaller companies who only specialise in one medium struggle to compete Influence public opinion.

10. Symbiosis is the linking up of various companies to make profits from one product. Watch the video – who benefits from this example of symbiosis? Link to Video: http://www.youtube.com/watch?v=SHQ_IGXeMXg

12. What examples can your find? TASK: Choose one of the artists below. How have they used cross media convergence and synergy in the areas of production, marketing and distribution?

13. Universal Music and Virgin Media join to fight illegal file-sharing Groups hope to take wind out of pirates' sails with unlimited download scheme. By Amanda Andrews Published: 5:01PM BST 15 Jun 2009 Universal Music, the world's largest record label, and cable group Virgin Media have joined forces to combat piracy by offering unlimited music downloads for a monthly fee. The announcement, which could see "all you can eat" approach for a monthly fee of £10 to £15, comes the day before the Government's Digital Britain report, in which it will set out plans to combat illegal file-sharing. Communications Minister Lord Carter, who is responsible for the report, yesterday suggested that Government intervention was not enough to combat piracy and commercial partnerships were crucial. "Government has a role in creating the right legal and regulatory framework for rights and copyright. However, the market will flourish through innovative commercial agreements between companies, and agreements such as this will help in reducing any demand for piracy," he said. The service will allow Virgin Media broadband customers to listen to and download as many music tracks and albums as they want from Universal's back catalogue. The music will DRM-free, meaning it can be played on the vast majority of music devices. Virgin admitted that it would need to sign up other labels, adding that it is in talks with Universal's rivals. Universal should agree similar deals with other internet service providers. "This is completely, totally unprecedented on a global basis," said Lucian Grainge, Universal group's international chairman and chief executive. "This incentivises consumers to do something positive." Artists yesterday declared their support for the new service. Singer songwriter Duffy said: "When I was growing up, the nearest record shop was two hours away, which made it tricky to get any music at all. Something like this would have been great." How are these companies working together?