Lecture dynamics of mass communication (9th edition) chapter 8 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Sound Recording McGraw­Hill History Sound Recording in the Digital Age Defining Features of Sound Recording Organization of the Recording Industry Ownership in the Recording Industry Producing Records Making a CD Economics Feedback The Recording Industry â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã Edisoninventsphonograph(1877) Tinfoilưwrappedcylinder Peddledasaidtodictation • Bell and Tainter’s graphophone – Wax cylinder • Berliner’s gramophone (1887) – Spiral track recordings on a flat disk • Lippincott and stenographers • Nickelodeons McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History Rivalry  – North American Phonograph Company  • Edison Cylinders – U. S. Phonograph Company • Berliner Disks perfected – Columbia Phonograph Company • zonophone, their version of disk player VictorTalkingMachineCompany ã BerlinerandJohnson ã HisMastersVoice ã Victrola(1906) McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History • Record players ubiquitous (1916) • 107 million records produced (1919) • Radio’s Impact on Recording Industry  – Radio cuts record player sales in half (1923) – Electronicrecording radio Radio/phonographcombos(1926) RCA/Victormerge(1929) McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã The Great Depression – Edison’s company out of business (1930) – Record sales $46M (1930)   $6M (1933) – Jukeboxes appear after repeal of Prohibition  (1933) • World War II and After – Shellac restricted during WWII – American Federation of Musicians strikes – Capitol Records – free recordings to radio  stations McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • Battle of the Speeds  – Long­playing record (LP) • 33­rpm   Columbia Records (1948) – Extended play record • 45 rpm   RCA – 1947­1949 sales drop due to battle – HiFi sets appear 1954 – Radio’s Top 40 helps sales of 45s McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • The Coming of Rock and Roll  – Bill Haley and the Comets (1955) – Elvis Presley (1956) – Jerry Lee Lewis  • “Whole Lotta Shakin’ Going On” • 6M copies  1957­1958 – Little Richard – Chuck Berry McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved History • Rock Goes Commercial  – Loss of pioneers from music scene – Clean­cut image • Bobby Vinton • FrankieAvalon ã TheBritishInvasion TheBeatles(1964)Seven#1records TheRollingStones McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History • Transitions and Trends 60s­90s – 1960s:  Freedom, experimentation, innovation • The Who Blood, Sweat, and Tears – 1970s:  Heavy Metal – 1980s:  Thriller – 1990s:  CDs replace tape McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Sound Recording in the Digital Age • Digitally encoded music – easily copied  and shared – Napster – KaZaA – Grokster • MusicNet and PressPlay • Apple’s iTunes • Copy­protection software McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Sound Recording in the Digital Age ? McGraw­Hill Could pirating shut down the recording industry ? ? © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Features of Sound Recording • Cultural Force – Shapes musical development • International business  – 5 dominant companies in 5 countries • Blend of business and talent – Singers and musicians – Recording companies McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Recording Industry • Four major segments  – Talent – Production – Distribution – Chain Retail McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Recording Industry Figure 8-2 Record Distribution Channels McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Ownership in the Recording Industry Table 8-1 Top Five Recording Companies, 2004 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing Records • Seven departments 1) 2) 3) 4) 5) 6) 7) McGraw­Hill Artists and repertoire Sales and distribution Advertising and merchandising Business Promotion  Publicity  Artist development   © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Making a CD Record 4-track demo disc Sell demo with agent Record multitrack master disc Equalize tracks Add special effects Re-record as required Mix down to stereo master Reproduce on a disk McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Figure 8-3 Recording Industry Revenues, 1980-2002 McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics • Economic Trends – 2000­2003: recording revenues in a tail spin – 2000: Peer­to­peer file sharing gained  popularity – 2002: Consumers buy more blank CDs than  recorded CDs – 2003­2004: Legal downloading increases thanks  to iPod – 98% of industry sales still come from CDs McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics •  Courtney Love’s example $0.00 – – – – – – – – McGraw­Hill Four­performer band 20% royalty + $1 million advance Recording: $  million $150,000 to staff; $170,000 in taxes $45,000 each for one year 1 million copies   $2 million royalties $1.1millionpromotionandtoursupport Leftforband: â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback ã BillboardCharts SalesandDigitalDownloads ã NielsenSoundScan • Weekly sales data from 14,000 retail locations – Exposure  • Nielsen Broadcast Data Systems • Airplay on 1200 radio stations – Index number is a composite   McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback ã SoundRecordingAudiences In2000 ã 85millionstereos;85milliontapeplayers ã 40 million CD players • $500­$800 per sound system – In 2004 • 30+ spent 55 cents per dollar spent on  prerecorded music • 19­ declined 11% from 1988 McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Recording Industry ã 20,000peopleinindustry ã EntryưLevel Engineering • Recording Institute of America – Creative • Mass media, business admin, music • Volunteer at local studio – Business ã Businessadminandmassmedia ã Startatbranchoffice McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Recording Industry • Upward Mobility – Audio engineer    Staff engineer    Senior supervising engineer – Producer    Staff producer    Executive producer – Business  Management McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  .. .Chapter Chapter Outline Sound Recording McGraw­Hill History Sound Recording in the Digital Age Defining Features of Sound Recording Organization of the Recording Industry Ownership... Shellac restricted during WWII – AmericanFederationofMusiciansstrikes CapitolRecordsfreerecordingstoradio stations McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved History ã BattleoftheSpeeds... Organization of the Recording Industry Figure 8- 2 Record Distribution Channels McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Ownership in the Recording Industry Table 8- 1 Top