For

learning objec.ve 4.3 I will be talking about the posi.ves, nega.ves and opportuni.es that
can be found within the global market.

What Is Globalisa-on?

Globalisa(on is when a business or organisa(on has an interna(onal inuence or they start

distribu(ng on an interna(onal scale. Music globalisa(on is when there is an interna(onal
music inuence that eects culture, economy and people.

Globalisa(on has eected: how popular or unpopular an ar(st is based on interac(on, how
fans interact with each other and their favourite ar(st, how people who enjoy music
suggest dierent types of music to other people and how people who are star(ng a career
are able to upload music and create/nd a demographic.


Posi-ve
Nega-ve

Music accessibility has
The art of music is
improved and is now
disappearing; people are
easier for people to listen barely buying albums.
to music on the go.

The Features of Globalisa-on:

These are the features that are thought to make up globalisa(on.

New Technology
For example, how technology has improved from the
CasseDe to the CD, to the MP3 and now to online music
streaming.
New Communica(on and
Transporta(on

Thanks to improvements in communica-on and

transporta-on music is easily accessible and can be sold
anywhere in the world.

New Culture

To please the interna-onal audience pop music has now

been split into a range of genres. New culture is created by
the mixture of world music. Music can inuence social and
cultural ideas.

New Aec(on of Personal

Life

Peoples lives have changed due to the globalisa-on of pop

music.

Technology:

Advantages of Globalisa(on in
music
The music industry, at the
Some key advances in music
globalisa(on are new
moment, is trying to keep up
technological breakthroughs
with the technology, I feel like
such as the iPod and live
a good example of this would
streaming apps. iPods came out
be how its dealing with the
The nega(ves of the digital age
in November 2001 and was the
digital revolu(on.
are the increase of pira(ng songs, start of popular online
leaking music and listening/
The music industry has
purchasing, making music more
watching
m
usic
o
n
t
heir
developed increasingly in
accessible than ever before.
technological
d
evice
(
iPods/
order to become accessible
Streaming apps came on the back
iPhones
e
tc.)
r
ather
t
han
g
oing
t
o
of the advancement of iPods,
and available in the digital
watch a live performance.
people could stream on Spo(fy
revolu(on, however this
Social networking websites, such for a month at the same price of
creates various pros and cons as Facebook and TwiRer, have
an album. Streaming via YouTube
for both the consumer and the allowed people to upload free
for example has also helped
ar(st.
music, to comment and/or
ar(sts like Jus(n Bieber be
The posi(ves of the digital age discuss, they also give the op(on discovered.
would be the aordability, the of following your favourite
Disadvantages of Globalisa(on
ar(sts.
T
his
a
llows
y
ou,
t
he
f
an,
increase in cultural exchange
A main disadvantage for these
to view any tweets posts and
technological breakthroughs is
and the increase in
pictures that your favourite
that involving music online has
connec(vity; for example, for
musician/ar(st is pos(ng.
an ar(st to be in America and Websites like Vimeo and YouTube brought illegal musical
downloads from websites. This
to be able to connect with the have facilitated a founda(on for
has damaged record sales as a
consumer in Japan.
ar(sts and
result of this.

Communica-on and Transporta-on:

Due to the growth of transporta(on and communica(on a various range of music is now
accessible and can be sold all over the world. There is easy availability over the internet
for people to listen to dierent genres. E.g. a person in America can listen to K-pop, whilst
a person from Korea can listen to Turkish Folk.

Posi-ve

Nega-ve

Ar(sts may have specially own in

instruments in order to create a specic
sound. For example The Beatles, during
their Sergeant Pepper album, explored with
dierent sounds and ew in sitars from
India.

Local bands have to pay more to travel out

of their area. For example, a band might
travel up and down the country (England) in
a van but the expenses to pay for a ight
across to America or other places in Europe
along with their instruments is very high.

How Has Culture Eected

Music?
Culture
has aected what instruments

How Has Music Eected

Culture?
Music has had an eect on culture by using
techniques like recording songs, marke(ng (via
the internet) and giving the proceeds to
charity. An example of this would be Do They
Know Its Christmas by Band Aid.
Band Aid used the internet in order to
adver(se the song and the proceeds went to
help the poverty in Africa.
This is an example of western music bringing
awareness to the world that there are some
areas in the world that need help. Therefore
more chari(es/charity songs are created to
help raise money to help people, in Africa-for
example.

are used in songs and how they are

executed. A good example of this
would be Rude by Magic! The song
has used reggae-style instrumenta(on
and the beat that carries the song and
atmosphere is reggae inspired.
Although the instrumenta(on is
reggae, the vocals and lyrics are sung
in a modern western style.
Culture has also eected the meaning
of certain songs, par(cularly songs
that bring awareness. A good example
of an ar(st who did this was Michael
Jackson. He was such an icon and he
wanted to make such a change in the
world and create awareness for the
world. E.g. The Earth Song, Heal The
World, They Dont Really Care About
Us etc.
These are also examples of how music

aects the economy and people.

Opportuni-es for musicians to sell records outside of

their local area:
There are many ways for
bands/ar(sts to sell records
outside of their local area.
Bri(sh boy group One Direc(on
started o in Britain however it
wasnt long before their
popularity spread across the
globe to America.
They started out on X Factor
however they didnt win. They
signed with SyCo Records and
already had created a fan base
in Britain. Due to marke(ng
and promo(on from the label
and the fans promo(ng 1D; it
didnt take long for the
teenage girls in America to go
wild.
As soon as the group found out
their demographic (teenage

girls) they started to release

music they knew would
appeal to them. This helped
them outgrow America into
Canada and from Canada,
elsewhere. Soon signing over
to Columbia Records, they
were releasing music across
the globe, making an
interna(onal statement.




Nowadays bands and ar(sts
also use YouTube to promote
themselves. I have seen many
groups such as Pentatonix
where they also have a USP
(a Unique Selling Point)

they sing all their songs

acapella. One Direc(ons selling
point was the fact that they
were the rst young boy band
in a while therefore lling a gap
in the market.
The internet is a very good way
to sell your records and give
yourself exposure. This
genera(on are so into
technology that the best way
to present something new to
them is through technology.
Another example is to
collaborate with other ar(sts.
This way you are appealing to
your fan base and entering
another, allowing you to gain
more audience by being out
there in the industry.

Marke-ng And The Internet:

Marke(ng and the Internet are big factors of globalisa(on as they can either make or break you.
When signed to a record label it normally comes with a marke(ng team; however you will s(ll
have to market yourself. Whether that be performing at talk shows or using the internet (i.e.
TwiRer and Facebook and YouTube).
Marke(ng is a key factor in globalisa(on because if nobody was marke(ng themselves or their
ar(sts or product then nobody would know about it. Marke(ng allows people to know that
there is a band for ages 12-16 around or that your favourite ar(st is touring and has booked
dates to perform at the o2 and when the (ckets go on sale.
The internet, nowadays, is a form of marke(ng. Consumers pay for concert (ckets using the
internet, listen to music using the internet and keep up with their favourite ar(sts tweets etc.
using the internet.
The internet has increased globalisa(on because social networks allow ar(sts to post a status
while in London and allows people from Japan and America to view it, comment back and/or
share it. Some(mes you dont even have to market yourself as your fans will help by crea(ng
fan pages or simply telling their friends to check out this new ar(st I found.
A good example to show the power of the internet is Gangnam Style by Psy or Friday by
Rebecca Black. Gangnam Style was the rst YouTube video to hit a billion views and once the
song had lei K-pop and entered the mainstream charts there was no going back. The dance also
was a massive hit, along with the catchy tune helped increase the popularity of the song
however the trend of this song was aier a celebrity tweeted about it; following was another
line of celebrity tweets including stars like Vanessa Hudgens.

How Do Things Expand Out Of America?

Music expands out of America in a number of ways.
The rst way would be by modern technology, such as the internet. Radio shows like
Ryan Secreast are always recorded and then put on its Facebook page where people
share it and even if youre not following that page one of your friends/rela(ves who
lives in America might share it and tag you in it. When you then watch it, you may
show your friends and so on. This also applies to TV talk shows such as Ellen. Many
ar(sts perform on Ellen as theyre about to release a new single/album.
Touring is another way to expand from America. Bands/ar(sts may travel and
perform small gigs in order to introduce themselves into the industry in dierent
countries. It is very common for upcoming ar(sts to perform as opening acts as
bigger ar(sts, this is a way for American ar(sts to expand.
The ar(st can market themselves by being very social on social media and also by
having a very dis(nct look. For example; Lady Gagas wacky oujits are what mainly
got the aRen(on of the public.
Finding a gap in the market is also a good way to help expand from America. An
example of an ar(st who did this is Nicki Minaj. At the (me there wasnt any female
rappers around. She started o by featuring on already famous musicians songs
such as Jus(n Timberlake and Lil Wayne; before releasing her own solo song.

As my family is Turkish, I grew up listening to both Turkish and English-pop music mainly.
As I grow older I am hearing a lot more cultural mixes in songs, for example my cousin showed
me a French song she heard called Dernire Danse. Which fused French lyrics with western pop
instrumenta(on.
When I was studying Spanish I tended to listen to the music as it helped me learn and even
now my sister who studies French will show me French rap songs to compare to the ones we
hear by ar(sts such as Jay Z.

Overall globalisa(on has had a lot of posi(ve

and nega(ve eects on the music industry. It
has opened up new doors and has closed some
others.

By Gulen Chakarto

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