Social Networking the Music Indusrty

As discussed in one of my earlier blogs, Pirates of the Cyber-bbean, there is currently a rise in the levels of music piracy occurring in today’s new media environment which has a decisively negative impact upon the industry as a whole.

When a door is shut a window is often opened for you; this is a proverb that is apt for the music industry at the moment. The music industry sees piracy as a large door which has been slammed shut, however social networking when combined with the global distribution device that is the internet has opened a proverbial window. The industry would benefit from focusing on social networking sites and capitalizing on the opportunity it presents for the further evolution of the traditional music scene.

Research recently conducted by Entertainment Media Research states that, “53% of people actively surf social networking sites to find music. With a further 30% of these users continuing to buy or download music from the artists that they had discovered on the social networking sites (Social networks 'lure music fans’: BBC, http://news.bbc.co.uk/2/hi/technology/6924150.stm,%20accessed%20April%2023, 2008)


Social networking sites are becoming a larger part of the New Media environment, with sites such as Myspace and Facebook becoming increasingly popular. There is indeed great potential for the music industry and independent artists to grab this opportunity with both hands. These social networking sites should collaborate with recording companies, for these social networking sites have the potential to place an immense spotlight there artists, offering an avenue for expression that is free from commercial constraints.


The figures from this report also stated users wished that it was easier to buy music directly from the site. I believe this to be very pertinent; as the music industry has struggled to overcome piracy, and easy access to legal music downloads via social networking sites is an answer to this dilemma. Flew (2005, 61) makes an interesting observation about virtual communities in the evolution of the internet when he states that, “one of the most interesting elements of the development of the Internet as a global communications network has been the rise of virtual communities, or virtual cultures, based around ongoing interactions among those participating in computer-mediated communication”.

Several successful internet companies such as iTunes and Amazon.com are already in operation proving the viability of the industry. These companies take advantage of the ‘Long Tail’ theory of Chris Anderson. The fact that there are no constraints on the amount of music that can be stored online allow for a move away from mainstream hits and provides the opportunity for new and emerging talent as well as older bands. This access would be advantageous to the social networking / music industry collaboration. A fine example of the emergence of the internet as a mainstream distribution for music and a possible insight into the future of the industry is the winner of an award at the recent Grammy’s. Who had not sold a physical copy of her work, relying instead upon online distribution (for further detail visit http://www.royaltyfreemusic.com/music-news/internet-distribution.html)


The power of the internet can be used to great advantage by the music industry, becoming an aid rather than a hindrance. This can be seen by the popularity of online music purchasing. The industry must use this potent technological giant to benefit its artists and ensure its financial security both now and for the future.

References

Flew, Terry. (2005). Virtual Cultures in Flew, Terry, New media: an introduction, Melbourne: OUP, pp.61-82.

Social networks 'lure music fans’: BBC, (2007) http://news.bbc.co.uk/2/hi/technology/6924150.stm%20%20(accessed%20April%2023, 2008)