Action Planning Progress

Risk Assessment

Scene Sections

This picture shows how I have linked the structure of the song lyrics to the scenes of my story board.

Music Video Story Board

Music Theorists

How does the music industry operate?

David Gauntlett Web 2.0 and the Democratisation of the Music Industry

What role has David Gauntlett Web 2.0 played in the democratisation of the music industry? How could this be applied to your product?

David Gauntlett’s theory of ‘Making is Connecting’ suggests that there are many more benefits when people work collaboratively in making something, than if they were working individually. He says that “Web 2.0 describes a particular ethos and approach.” This can be seen as a culture shift. His theory suggests that collaborative media creates more social good, and the tools used in this process of working together are intrinsic to social relationships. David Gauntlett’s theory of ‘Making is Connecting’ is done in three ways:

1.      Connecting things together such as ideas or materials in order to make something new.

2.      Acts of creativity involve a social dimension and connect us with other people.

3.      Making and sharing increases our engagement and connection with our social and physical environments.

“Web 2.0 is like a collective allotment. Instead of individuals tending to their own gardens, they come together to work collaboratively in a shared place.” This statement suggests that people connecting together through the web and social media facilitates uprising and benefits everybody. David Gauntlett’s theory also supports Dan Gilmoor’s theory of We Media.

Social media plays a massive influence on the music industry. More and more individuals are being discovered on sites such as YouTube. An example of this would be Justin Bieber. He was a normal teenage boy who uploaded videos of himself singing. He soon then got signed with a record company because they came across his talent. This supports David Gauntlett’s theory because it means that anyone can have the chance of becoming an international music icon. However, now more and more people think they can be discovered on YouTube, this could mean that they actually have less of a chance. This supports my music video product because it again, suggests the idea that every day normal people have a chance of influencing the music industry. By making music videos and music artists seem more normal, this means that more audiences will be able to relate to them. It also means that music artists will seem less institutionalised by big brands. Music artists who are branded fall more into the ideas of traditional media and Marxism, where people with money and power are in control of the mass population at the bottom.

Uses and Gratifications Theory