Practical Work

f

longroadchildrensfilm11@gmail.com   T2-42
Longroadthriller12 - Youtube channel
Longroadmusicvideo12 - Youtube Channel

How Have Media Changed In The Online Age Essay

How Have Media Developed in the Online Age?

The online age began in 1993 when the World Wide Web was first released to the public. This was in the form of web 1.0, where ‘professionals’ created all content and consumers could not edit or create content. The way in which people used the Internet was revolutionised in 1999 by the introduction of web 2.0. A web 2.0 site may allow users to interact in a social media dialogue as creators of user generated content, in contrast to web 1.0 sites where people are limited to passive viewing. Examples of web 2.0 sites include YouTube and Facebook, where the majority of content is created by the consumer.

It is indisputable that the internet has made a huge impact on the music industry. An interesting example of how the internet has changed the way music is promoted and consumed is UKF. UKF started as two YouTube channels (UKF Drum and Bass and UKF Dubstep) with the purpose of showcasing the best bass music. It was created in 2009 by Luke Hood, who would not have been able to create the channels if it were not for YouTube’s web 2.0 element enabling ordinary or non-professional users to create content. Through clever use of convergence with social media sites such as Facebook and Twitter UKF never paid for advertising, relying on subscribers to share songs they like. This would not have been a possible method of advertising or distribution before the online age.

Another example of how the internet has changed the way in which music is consumed is Spotify. Spotify is a digital music service that allows users to stream millions of songs, either for free with ad breaks between songs, or with no adverts for a £5 monthly subscription. Spotify streams music from both major and independent record labels. This enables users to listen to and buy a vast quantity of music from small independent labels, which are not readily available in high street shops. The online age enables the sale of lots of less popular products aimed at niche markets, in this case songs, to out-gross the mass market popular products. This is referred to as ‘The Long-Tail’. Unlike UKF, Spotify does advertise but also makes use of convergence with social media sites as a form of promotion.

Another industry, which has changed massively in the online age, is video games. Skate 3 is a console game by EA for the Playstation 3 and Xbox 360. The game is playable offline; users also have the option to play online against or with other people. After purchasing the game, users can download additional content (for a fee) via the internet. This is a way for game developers to gain additional revenue that was not possible before the online age. Skate 3 also has a website (web 2.0) which enables users to create and share content they created on the game for other users to download. User generated content is commented upon and rated by other users. This is referred to as the age of the ‘Prosumer’. The age of the Prosumer is where users create, consume the content, while being able to discuss and interact with other users. In Skate 3, users can find content that is highly rated by the consumer, created by consumer, bookmark it on the website and download it on the console. This is a good example of how cross media convergence can be used in the video game industry in the online age. Before the online age video games where only updated in the form of a completely new release, and playing against other users not in the same room was not possible. There was also no way for users to share any content they created, which has been made possible by web 2.0.

Half Term Work | By Jason

Prezi

Essay (“The impact of the internet on the media is revolutionary”)

In the last 10 to 20 years the the impact of the internet has changed the way we gather information around the world by enabling each of us to use it more than just a way of finding out a piece of information. It has become everything and anything to which the worldwide population can connect, share, and create there own information to then be expanded upon and talked about with other users.  Convergence with all areas of media have rapidly enhanced the way we live and socialise as a civilisation. For example, the monstrosities of the web such as Google, Amazon, Youtube, Facebook, Twitter and eBay have monopolised how we purchase, view, listen, interact and search the internet.

My two main topic areas to which i have researched are Video Games And Music. The two draw upon three media concepts (The long Tail, Web 2.0, and the Prosumer) all of which make up the revolutionary internet as we know it today.

Music

Firstly, The music industry. The internet has shifted the way users buy, listen and watch music. If you type into google a popular chart track, you a very much likely to find google places its Music video at the top of the listings. This takes you to the world renowned 6 billion viewed a day Youtube Website. Here music has blossomed to such an iconic figure in the online age, it has completely changed the majority of the generations way of enjoying music from areas around the world you never would have known about, if the existence of Web 2.0 and the long tail theory. More specialifcly the long tail theory has taken upon the idea that lots of small upcoming unknown music artists together make up the majority of the total revenue made in the music industry and dominate the direction music goes in. Youtube has given the Consumer the ability to become a Prosumer by users creating there own Videos, sharing, editing, commenting and interacting with other users with the same ideas and genre content. My case study On UKF Music takes upon the three concepts displaying how it has impacted the internet and revolutionized the way we enjoy music. 

UKF Music was set up in 2009 by Luke Hood, a University Student who studied at Bristol Uni. Luke Hood created his Youtube Channel UKF to share music with friends while studying in 2009. As his subscriber base began to grow, he started to focus on the music channels and expanding the UKF brand. UKF never paid for advertising, relying on its subscribers to share the music through various social media sites. (Convergence) The brand has since sold half of its ownership to AEI Media who produce original content, hosts live events, and helps develop artists and brands.

Luke began his Youtube journey as a consumer of music, eventually becoming a prosumer to which he began his channels UKF Drum & Bass and UKF Dubstep. He uploaded various unknown  upcoming artists with fresh new styles targeted for a fairly small market, as Electronic music was still emerging into mainstream charts. Together this combination of the Long tail and Prosumer, many upcoming artists had the opportunity to advertise there own content on one main genre Youtube channel, which videoed music. This opened the doors to the foundations of web interaction, Web 2.0 which spread music through social media sites. For example, the convergence with Sharing your Youtube Video with friends on Facebook, and Followers on Twitter. A Great, cheap, marketing tool, especially for upcoming music artists. This is how UKF managed to Succeed so well in making the UKF channel more than just a viewing platform, it becomes a Brand, Name to which users connect with on the web.

Continuing on the music industry track, Spotify has become the next revolutionary commercial music streaming service providing, content from a range of major and independent record labels, including Sony, EMI, Warner Music Group and Universal. Spotify Began in 2006, founded by Daniel Ek, former CTO of Stardoll, and Martin Lorentzon, co-founder of TradeDoubler.  The Spotify application was launched for public access in late 2008. While free accounts remained available by invitation only. The business vision changed fiercely through 2008, to present with the idea being prosecuted due to the worldwide problem of 'free music downloading'. However spotify did not offer free downloads, but instead unlimited streaming of a particular song, which in effect almost acted the same as what free downloads did anyway. In early 2011 Spotify Free members would be transferred to a new product which limited audio streaming to 10 hours per month. This kept record labels slightly more happier than the service before, as criticism towards artists not getting the revenues from the amount of download streams which spotify generates, became a big problem for up coming and mainstream artists needing the revenue to make a career. 

In late 2011, spotify was becoming a huge hit, with over one million paying subscribers across Europe, generating revenue of €10 million per month in revenue. With the secruity of Spotify being a huge sucess on desktop PC', it was time to enter the Mobile App Market.  The applications allow Premium subscribers to access the full music catalogue, stream music and even listen to music when disconnected using the Offline Mode.

Video Games

The video games industry is monumental. With the market in 2009 worth over 10.5 billion Dollars and the average gamer spending 8 hours a week playing it sure isnt a medium which is likely to decline, even though being one of the oldest types of media. Video Games have rapidly developed and evolved in the past 10 to 15 years, with graphics, consoles, wireless connection, online multiplayer, and mobile games taking gaming to new exciting places. 

My First case study in this area is Angry Birds. A fairly recent game, which has become the biggest selling video game of all time in the App market. Angry Birds was developed in 2003 by three university students who produced small console games alongside there university life and after. 51 games were produced before the development of angry birds, and all were fairly successful, but no where near to the success of Angry Birds. What made the game so successful was simply the idea, design, and simplicity of something which wasn't on the market at the time, nor as well polished and thought through as other mobile games. It had a strong character base, humour and a click, ease about it that anyone could easily play the game and instantly find it fun. As the Game began to generate more downloads Rovio saw this product as being something more than just a game. It could become a Brand. And this is what media now days is trying to achieve. Becoming something which is talked about, and commercialised in other areas of media not just in one. 

Case Studies

Video Games

Skate 3
Angry Birds


Music

Youtube - UKF Music





History

Luke Hood created his Youtube Channel UKF to share music with friends while studying at University of West England (Bristol) in 2009.As his subscriber base began to grow, he started to focus on the music channels and expanding the UKF brand. UKF never paid for advertising, relying on its subscribers to share the music through various social media sites. (Convergence) The brand has since sold half of its ownership to AEI Media who produce original content, hosts live events, and helps develop artists and brands. They produce critically acclaimed compilation albums with groups such as Drum and Bass Arena, This Is Dubstep, UKF Dubstep, UKF Drum&Bass and UKF Bass Culture. They manage the labels Get Darker, Pilot Records, Titan Records, and Inspected.

Convergence with other Websites

Consumers are able to share UKFs videos through other social networking sites, Significant as UKF dont have to advertise to gain a large consumer base, instead relying on consumers to share to their friends, (advertise for them)

"The secret to the channels' success is serving up what listeners want, rather than forcing a new format down their throats"'.

Ways to connect with UKF

Film Case Study | Lesson 10

HMV



changing stroes, films games and headphones on bottom flloor, used to just be music focused, music is now up top.

Youtube

How HD Has changed Online Media

The recent development of HD online streaming has been a massive hit to online consumers of video. Music videos and Game Reviews, Montages are able to be uploaded in HD format in great quality.

This increases the motivation for online piracy and copyright infringement, with \HD Youtube video converters which are able to download these full quality hd videos from youtube, as a file onto your comupter. This allows consumers to upload the same file, share and interact with more people online. Furthermore it gives consumers the powerful choice to be able to get the same quality video or music track from buying it of itunes,spotify or amazon. 

Evidence 

New Media Article | Lesson 8

Technological determinism

 Technological Determinism state that media technology shapes how we as individuals in a society think, feel, act, and how are society operates as we move from one technological age to another. 

Examples, Google being the power and control of information

• Dictionaries, thesauruses online
• Magazine, News, Books being consumed over the internet
• Social networking, people interacting on video games (Xbox Live, Steam)
• Music being shared, discussed visually (Youtube, Itunes, spotify and the convergence of these being linked with Facebook and Twiter)
• Music being listened, watched on Youtube, Spotify, Itunes. 

Convergence

Gaunletts famous quote 'The view of the internet and new digital media as an optional extra is replaced with the recognition that they have fundamentally changed the ways in which we engage with all media'.
Change in Consumer Behavior
Prosumers, we create videos and watch videos. Consumers are not only discussing, viewing and interacting with online media they are also creating it, marketing it, and discussing there own media developments

E.g,

Youtube videos, Con
Creating games
Apps being created

Web 2.0

'Allows us to make the media for ourselves - a media landscape defined by horizontal connection rather than vertical delivery'. This means people now are able to connect, and share information together rather than information being passed down from a source and shared. Instead the media is created by the consumer and consumed by the consumer.