Distribution

Today there are two primary means to distribute media: Digital distribution and Traditional distribution. Digital Distribution is essentially the distribution of any media text ranging from music, videos, video games, software without the use of physical media and is usually done over the media either by the process of being up for purchase or ready for streaming both legal and illegal. Downloadable content has been popularized and made possible by this method of distribution. As bandwidth capabilities increased it became predominant in the 2000's. Specialist networks such as content delivery networks help distribute media across the internet by assuring high avaliablity and performance. Alternatively there is peer-to-peer sharing.

There is a lot of impact on the market from this form of distribution, music and movies are easily steamed or purchased online or sampled using micro transactions such as Paypal. Although the conversion to mp3's has allowed for file compression without loss of sound it has made it easier for the media to be pirated. But this form of distribution also removes the need for physically space and storage and gives an artist more control over their work. Television as well has also been made readily available as it is distributed online, whether this be over PlayStation Network, Xbox live or YouTube - Films on demand, and in many cases the inverse is possible as YouTube can now be viewed via ones Television. Books such as eBooks for kindles and such have been made easier and cheaper to make and distribute similarly to online newspapers removing the need for would be paper boys. The convergence of technology and the digital revolution have made this possible.

Traditional distribution is basically the reverse of digital distribution, it was the primary method of distribution before the digital revolution. It involved the manual delivery of physical copies of products such as books, DVD's or newspapers. It requires physical storage, workers to deliver the products, create packaging and further distribute it, it contains more chain levels than Digital distribution.

There are many sub methods of distribution including:

- Film distribution
- Record distribution
- Food distribution
- Digital distribution
- Content distribution
- Font Distribution

From these two main methods there are distribution channels. There are many factors in choosing a distribution channel including:

- Technical or complex products - often sold by specialist distributors.
- Customized products - if a customer wants a product to look a certain way.
- Type of product - convenience, specialty etc.
- Desired image for the product.
- Is the market geographically spread?
- Is it selling overseas?
- The extent and nature of the competition.
- The businesses size and scope.
- Its revenue objectives.
- Does it need to extend its distribution network?
- How much control does it want over distribution?
- Are there limitations on sale in relation to legal aspects?
- What are the risks if sold to an inappropriate customer?

The difference between these two methods of distribution is that purely digital distributors such as iTunes need not worry about the confines of not having enough digital space and such can sell and distribute an unlimited amount of products. Because of the pricing and need of physical storage for physical copies traditional distributors mainly focus on selling the top 10-20% best selling artists to maximize profits, because digital distributors don't have to worry about this they can sell virtually any number of artists they want at any time, whether in the top 20, this phenonomon is referred to as Longtail.

In the 20th Century media was distributed in only a few very refined ways. If it was a newspaper print company in question they would produce the text as a newspaper or magazine  it was transported to an outlet via van or transportation vehicle, people visited the the outlet, purchased the material and consumed it. If it was in relation to broadcast, a piece of media text was broadcast at a certain times and the audience would hear it or watch it and in turn consume the distributed media. Journalism (editing), publishing(printing) and distributing(postage) was three separate actions taking by different companies. People where trained in their field and highly adept at it, this allowed for proper and appropriate actions to be taking in each sector.

In the 21st Century everything has changed, in a sense everyone in a publisher and distributor now, everyone is a paper boy now. Technological advances have made this wealth of choices available  distribution has all but become primarily online making distribution easier and cheaper but there is still the large risk of online piracy which in recent years become harder for pirates to do. Because of the convergence of technology everything that would have had to go through multiple distribution chains can instead go through a single mac, no longer are multiple layers needed to distribute a product when it can all be done by the prosumer, in this way we are all in control over how media is distributed. They have allowed for more storage, access to distribution on the movie (mobile distribution) from simply a mobile (this also shows the convergence of media).

Convergence of technology refers to how many products have been merged into one and offer all the benefits on a single mobile platform such as a Mac. This allows for easier distribution to be done from within ones home as no longer is frantic distribution chains needed as the distribution can easily be managed via an iPhone or such.

The consumer can now access the media in the way they want, how they want to and when in relation to distribution. Mobile access such as iPods have become more appealing to the consumer as they can distribute and receive media on the go. The internet has been one of the main factors of this as it has allowed for these digital distribution chains to be easily accessed, like wise made easily accessible similarly to eh aesthetic looks of the new iPhone models as they attempt to grab the audiences attention. Vertical and horizontal integration occurs in both these cases.

Because it is easier to distribute media there is more media as a result available to the audience, this is both good and bad. There is a larger variety of media available but at the same time its more difficult yo find the talent amongst the mass media. Promotions may occur through the likes of Facebook as well. The threat of illegal downloading has been a hindrance brought about by this convergence as a downside but it has allowed media as a whole to be distributed easier, cheaper and faster.

The future of distribution seems to be more and more digital based as the need for physical distribution is becoming rarer. The future appears to be centered more about mobile distribution that is available to consumers on the move, this is easier and more accessible and once again by removing the need for physical storage is advantageous.

Case Study - Soul Jazz Records

Soul Jazz Records is a British record label formed in 1990 produces and distributes a multitude of different precise genres of music, unlike modern labels SJR produces a lot of music deemed "underground" by social conventions, it distributes many genres that people would be unfamiliar with or maybe have never heard before. Horizontal Integration occured when SJR forged an association with Studio ones founder Clement Dodd in the 1990s. There is also many sub labels - Universal Sound and World Audio Foundation Also the label produces music globally unlike many big named labels such as WMG who typically only produce western artists (i.e. English speaking European, Cuban and American artists), SJR produces music from many years ago as well as artists from:

Jamaica - (600% Dynamite), http://www.souljazzrecords.co.uk/releases/?id=132

Haiti - (Spirits of life- Hatian Vodou) (Rara in Hatiai), http://www.souljazzrecords.co.uk/releases/?id=220

New York - (Osunlade - Paradigm) http://www.souljazzrecords.co.uk/releases/?id=171

Miami - (Miami Sound) http://www.souljazzrecords.co.uk/releases/?id=109

Brazil - (Tropicilia) (Tetine- Let your x's be y's) http://www.souljazzrecords.co.uk/releases/?id=2682

Germany - Deutsche Eliktronishe Musik http://www.souljazzrecords.co.uk/releases/?id=18676

England (an England story) (Steppas' Delight 1). http://www.souljazzrecords.co.uk/releases/?id=11133

And many more.

It also recognizes the Black rights movement especially in the music industry (there was a certain stigma about a black artist during certain periods- Freedom, Rhythm and Sound) in which the music itself wouldn't have sold very well, SJR has attempted to re-release this music into circulation.

Soul Jazz records produces the following genres of music:

- Electronic
- Reggae
- Dub-step
- Jazz
- House Music
- Funk & Soul
- African
- Deep Cult and Roots Music
- Punk
- Hip-Hop
- German Rock & Electronic
- Latina/ Salsa
- Brazil
- Funk and Soul 45's
- Soundtracks
- Compilations
- Ska
- Rock Steady

This is a diverse yet very focused variation of genres, its not typical nor is it what we would call mainstream music (Pop and certain Rock). The artists under the SJR label are primarily composed of black artists (this adheres to the social convention in that stereo-typically society tends to think of black artists when the genre is Soul or Jazz). The age of the music varies as well but is typically music from 1920-1990s that has been remastered and re-released to the music industry. This is music that may have been overlooked at the time and that may appeal to a desired audience. Other featured artists are from Jamaica  Haiti and Brazil amongst others; these are not typical artists that mainstream society would tend to listen to, this is mainly due to ignorance and a lack of knowledge on the subject and genre. But not all the music is aged, many tracks and albums are brand new, some released in 2013 such as Hieroglyphic Being. it's also worth noting that there is a large biography on nearly every artist and album. This is unlike many big name producers today who only have (minimal) information on big named artists under their label such as iTunes.

Some key signings include :

- Arthur Russell
- ESG
- Distal
- Radio Slave
- Randomer
- Hieroglyphic Being
- Silkie
- The Heatwave
- Osunlade
- Fife

The range of music is not the only thing not following the typical conventions society holds towards the music industry, the way the consumer interacts with the website in relation to purchasing content is also conflictive  The consumer has the ability to purchase CD's, 7" or 12" vinyls, LP's and Mp3 versions. This appears to be very pre digital era, it appears to focus more on hard copy vinyls rather than digital downloads, but its till allows for the purchase of mp3 data. Music can also be pre ordered for release and can be left as a reminder to SJR if the content is currently out of stock. Merchandise is a key element on this website such as T-Shirts, clothing, bags, posters, tooth brushes, stickers, fliers, vouchers (the premise is to get the audience to spend money on their content). They also use promotion methods through the selling of the likes of books (Rare out of print books), signings, DVDs and videos.

From the second you enter the URL thirty-five random albums appear on the screen, this is to help shuffle the library and make available some albums that wouldn't normally be reached on the list contained within the website. Once the consumer enters the website all you need is on screen without the need to scroll, relatively big named releases appear large at the head of the page and draws attention easily. The colour scheme is also very simplistic yet effective, black background with white writing and vivid - retro colored important links and important gigs and advertisements on the left side. Information for each artist appears at the bottom of each individual page which results in the audience not being "put off" by large amounts of text. There is the option for a preview on most songs and the content can be purchased with ease as is the details on which versions of the content is available for purchase on the desired platform (LPs or CDs for example). Compilations are also found in abundance on this website as the offer a range of artists in a desired genre. They tend not to focus too much on aesthetic looks but rather on the abundance of information presented and its neat and precise layout making everything easy to access. There is also a newsletter, twitter and Facebook page in which the label uses to promote and distribute its content. There is also a lot of promotion of gigs and concerts of the various artists under their label, as well as (paid or free) small festivals, even in Ireland. There is even links to record studios - Sounds of the Universe.

There isn't a distinct audience for SJR, there is a range of underground genres that appeal to many audiences who enjoy electronic or Reggae for example. The name Soul Jazz may appear to many admires of that genre and might attract their attention as well those who enjoy aged music or classics that might not have had any play time or minimal circulation. The gigs and such also allow many new consumers (a new audience) to be exposed to the music. SJR focus more on remastering music and this might adhere more to the preferences of the older generation.

Soul Jazz Records is an independent labels with many sub labels and a partner company, it tends to deviate from the social conventions of the mainstream music industry. SJR attempts to re-release music into circulation which has almost been lost, aged music especially and of various countries and genres, this is opposed to mainstream music industry which tends tot to relaunch aged music. The prices of tracks and albums on SJR are significantly lower than that of the mainstream music industry as is the prices of concerts. In a sense SJR is a platform for the consumer to acquire underground music as well as fresh unique music artists in contrast to the fame attained by the various artists under more renowned labels.

Horizontal and Vertical Integration

Vertical Integration is the process by which a media companies acquires another in a different stage in the production and distribution process. Such as the methods and actions of apple, as the hardware is not typically manufactured by apple vertical integration occurred between Foxconn and Pegatron.. Horizontal integration is the acquisition of business activities in similar or different media industries, usually through partnership or such (merging). A basic example would be of a media company owning a radio station, newspaper, magazine company, book firm and television channel.

Hardware

The physical components contained within the piece of equipment in question such as a computer, these can be added or removed to upgrade various elements of the equipment. This is opposed to software contained on the Personal Computer or installed onto the equipment. This is the physical component used to create, market or produce media text.

Demographics and Physchographics

This is measurable characteristics of a subject audience such as age, gender, race, income, religion etc. As opposed to psycho-graphics which is a more sophisticated defined form of demographics relating to attitudes held by the audience, values and ideology views.

The Big 3

This is the term given to the three most prominent companies in any industry. In the music industry it is UMG, SONY and WMG.

Distribution and Marketing

The idea of initially marketing (the ways in which the media text is sold to the audience) the media (i.e posters, adverts, interviews, trailers etc.) and then making the media available for the consumers to view in a multitude of platforms (i.e cinema viewing, DVD release, digital release, samples etc.) Distributors (who go through the industrial process of creating the media) attempt to make the media as available to the audience as possible and tend to release the media at peak times (etc horror movies at Halloween). The marketers attempt to make the media known to the audience before hand. There is both viral (reproducing word of mouth via YouTube) and Guerilla marketing (low cost method aimed at creating a "buzz" around a film.