Mental health in the music industry

Becoming successful in the music industry is an incredibly hard to attain. They face psychological pressures that most people in 9-5 professions would not encounter.

Some of the issues that can cause a decline in good mental health include:

  • Pressures of constantly performing
  • Drug-induced issues
  • Pressures for continual fan gratification. (i.e putting out music, bad feedback on released songs)
  • Pressure from label and representatives
  • Financial pressure
  • Concern about ability to sustain long-term career

When musicians publicise that they are struggling with a mental illness, some of the public at times become very critical and judgemental.

e.g “They get to travel the world and play music to large crowds, what do they have to worry about?”

A Victorian University study found that “musicians are five times more likely to suffer from depression and 10 times more likely to show symptoms of anxiety.”

In the video section of my article my intent was to focus on the reasons why mental illnesses are more prominent in musicians. The focus of this piece is to concentrate on the differences between a musician and someone from the general public, and the reasons someone in the music industry could become ill.

 

For the podcast, I focussed on the lack of support for musicians from all different avenues of life. For this piece I narrowly focussed on how a lack of respect and support towards musicians from both government and social levels can have an effect on their mental wellbeing.

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‘Cowmitment’advocacy campaign

For my advocacy campaign, I made a Facebook page, cowmitment, which helped me easily spread the message of my campaign to a much larger audience. Cowmitment, is a campaign, where people show their support for Australia’s dairy farmers by sending in photos of dairy products they’ve purchased, using the hashtag #cowmitment.screen-shot-2016-10-30-at-8-07-04-pmscreen-shot-2016-10-30-at-8-07-25-pmscreen-shot-2016-10-30-at-8-05-04-pm

Through doing this, it gave people to question their particular dairy purchases next time they enter the supermarket. This was successful in that aspect, as many people jumped on board the idea, sending in many photos.

The idea of using a hashtag for my project was something that appealed to me, as it gives the campaign the possibility to trend across social media platforms. I replicated this from the many successful social media campaigns I researched; like the Garnier Men Powerlight a Village campaign.

The aim of this project was not only to rally people together to show their support for the nations dairy famers, but also to share news articles, videos, and other related content to hopefully create further discussion amongst the audience and educate them on the issues these dairy farmers are facing. Although they may not have got the same amount of ‘likes’ as the other #cowmitment photos, Facebook let me know that although people weren’t liking these posts I was sharing, they were viewing them nonetheless. This was potentially creating conversation in their social media realms.

This is an enjoyable campaign and something I’ve loved doing. I hope to continue this campaign long after the University session, to hopefully make the audience realize the enormity of the issues surrounding Australian dairy farmers.

Case Studies of Advocacy Journalism

Campaigns of advocacy journalism are made in large numbers every year. Some intended for small-scale issues, others intended for much larger and more pressing issues. Thousands and thousands of different campaigns are initiated each year, though only few gain public traction and are subsequently noticed. This public awareness can be due to many number of factors: the justification of the idea in the campaign, the failure of elements in the campaign itself, or low publicity, and thus no outreach to a large audience. Some campaign failures are doomed to happen. Analysing a successful campaign started by a big corporation compared to one started by a member of the public, I feel, it’s unfair to contrast them against each other. Certainly some campaigns gain support purely by luck, for example an influential member of society with a large public backing may see a particular campaign, share it to his social media, and within days, the campaign has reached a considerable audience. There are aspects however, about different advocacy campaigns that help solidify the ideas presented within them. Without notable elements, however strong the message of the campaign is, the exemption of these important elements will limit its success. I will be looking at two contrasting cases of advocacy journalism, one that was successful, and one that wasn’t. By analysing the elements of these campaigns I will be able to have further clarity and understanding towards what works for a campaign and what doesn’t. This analysis will help enlighten me on any future advocacy campaigns I undertake and enable me to successfully involve an audience towards my work.

Garnier Men ‘Powerlight a village’

Background: Men’s skin care company Garnier Men initiated the ‘Powerlight a village’ campaign and its aim was to help light around 72,000 villages across India that subsist without electricity (Shorty awards, 2013). It started as an online Facebook campaign but quickly spawned into a national phenomenon in India. For Facebook users, every like, comment and share by users contributed an allocated amount of energy towards a village, which was then donated by the Garnier company towards assisting the village. Villages were provided with small solar lights, and solar charging equipment, which was also built by nearby patrons in job-challenged communities (Shorty awards, 2013). The campaign, because of the Garnier Men influence, was initially targeted at men aged 15-35 and many of the celebrities who supported this were primarily male. However due to the wide exposure of the campaign many women subsequently became involved as well.

Strengths: This campaign was so successful and effective for a number of reasons, some influenced by the Garnier Company itself, and others were indirectly influenced by the public. Firstly, for a company like Garnier Men with such power, influence and a large fan base, starting a reputable campaign wasn’t going to be a risky concern. They have over 2 million likes on Facebook and the concept of the campaign was relatively simple and required no effort from the users (Shorty awards, 2013). The campaign had a “feel good”, “I am helping humanity” appeal to it. Giving users the ability to support the campaign just by the ‘click of a mouse’ without any effort was a clever idea- the downfall of supporting many advocacy campaigns is that you have to fill out numerous details, which is a turnoff for some users.

Once the campaign had commenced, it gained the recognition from many celebrities, including high profile cricketers like Rahul Dravid, Ishant Sharma and Kumar Sangakarra. In a cricket-mad city like India, whose residents worship their cricketers, support from these superstars would’ve made the fans curious about this project to say the least. Garnier Men organised a Google+ Hangout with these cricketers, which gave them an opportunity to speak about the ‘Powerlight A Village’ campaign in greater detail (Lighthouse Insights, 2013).

The ‘Powerlight A Village’ campaign was a success and helped power over 800 households in Villages across India: 1,894,769 watts of power were generated online alone from the project. It is an excellent case of a very successful advocacy campaign.

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Invisible Children ‘Kony 2012’

Background: ‘Kony 2012’, was a 30 minute documentary campaign which was created by charity group Invisible Children. The video was aimed at giving recognition to the plight of children in Uganda who were being forced into war and slavery at the hands of the infamous warlord Joseph Kony. It became a social media phenomenon, circulating around the internet vigorously, and within the first week had over 100million views on YouTube. Its slick Hollywood-like production attracted a large audience, with the target market being anyone with a social media presence aged anywhere from 12-50.

Strengths: This film had a high level of professionalism in its production, and this was the main reason for its success. The film also focussed around the narrator’s young son, who was asked questions about scenarios relating to Kony and he responded with his own answers. The film appealed emotionally to the audience, both through its extreme portrayal of death and suffering, and through its description of the young, helpless children. Both these aspects create a huge sense of empathy and emotion from the viewer. It was shared, liked, watched, retweeted on many social media platforms and thus it could be readily globalised.

Weaknesses: However successful the film actually was, it was heavily criticised for many aspects within the video. Its misreported facts and over-simplified the issues surrounding Joesph Kony in Central Africa. Many experts of African affairs condemned it at the time. Another issue with this campaign is that the difficulty of impacting the situation. Although the audience were made aware about Joseph Kony and his army, the video’s main aim was for action to be taken post-release of the film. It would be inadvisable for western countries like Australia and the United States to put time, money and resources into trying to catch such a criminal. Joseph Kony had no significant relation to either country. He has successfully evaded the authorities in his own country for 20 years.

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Rapid success of the film led to increased pressure and heightened media scrutiny on the filmmakers of Invisible Children. A video emerged around 10 days after the release of Kony 2012 showing filmmaker Jason Russell having a psychotic episode on a San Diego street, running naked and muttering nonsensically. This was due to the contrast in success and criticism from the publc in relation to the documentary. This detracted from the success of Kony 2012, itself becoming a viral video.

This was one of the most successful and watched video campaigns of all time, however it is most notorious for being a crazed social media viedo. The videos following were inflated due to support from celebrities like Oprah Winfrey, who used the hashtag #Kony2012: the video spread not long after from 66,000 views to over 9 million, an increase of over 13,500% (Kanczula, 2012). The problem with this campaign was it failed to constantly post content after the success of the original film. It did not keep people thinking about the issue, and within a month people had already forgotten about the problem. This was evident when a sequel ‘Kony 2012: Part 2’, was released and only elapsed 2 million views on Youtube, 2% of its predecessor.

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How aspects in these campaigns help inform my own advocacy aspirations?

Through analysing these campaigns I have noticed many aspects that will be suitable for me to use in my future campaigns. For my campaign, ‘Reducing the purchase of corporate dairy products’, I will use a Facebook page to post constant and relevant information. We’ve seen, through the success of the ‘Powerlight a Village’ campaign, just how much of an asset a Facebook page is. It is a great way of easily promoting your campaign, and once people like and follow the campaign page, they are able to interact with any information you share. My aim through Facebook is to set up a system where people can interact in polls created by myself depending on how many independent dairy products they bought that particular week.

Many campaigns stall, due to a reluctance to regularly post relevant and engaging content. A prime example is the Kony 2012 project above. If they continued posting more videos, photos or even news articles relating to events in Central Africa, people would continue to be discussing the issues. The campaign I’m designing will hopefully try to post two or three relevant pieces of information each week, whether it’s a news article, a photo or possibly a poll. I intend to keep consistently updating the page with new information all the time, because it is an issue that needs to keep being circulated. We witnessed three months ago, the big social media presence of the dairy farmer’s crisis, and now it’s been forgotten by most of the public. I hope to change this.

After analysing the channels that these campaigns use, I am confident I know what direction I am taking with my campaign. I know what is effective, and what is ineffective. Through my campaign’s Facebook page, I aim to constantly test people’s thinking about their dairy purchases, and involve the audience into a bigger discussion about an issue that needs addressing.

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References:

  1. Curtis, P. and McCarthy, T. (2012). Kony 2012: what’s the real story?. [online] the Guardian. Available at: https://www.theguardian.com/politics/reality-check-with-polly-curtis/2012/mar/08/kony-2012-what-s-the-story [Accessed 9 Oct. 2016].
  1. Kanczula, A. (2012). Kony 2012 in numbers. [online] the Guardian. Available at: https://www.theguardian.com/news/datablog/2012/apr/20/kony-2012-facts-numbers [Accessed 9 Oct. 2016].
  1. (2016). Kony 2012. [online] Available at: https://en.wikipedia.org/wiki/Kony_2012#Cover_the_Night [Accessed 9 Oct. 2016].
  1. Duerson, M. (2016). Kony 2012 filmmaker on naked meltdown: ‘It really wasn’t me’. [online] NY Daily News. Available at: http://www.nydailynews.com/news/national/kony-2012-filmmaker-naked-meltdown-wasn-article-1.1177514 [Accessed 9 Oct. 2016].
  1. Tharoor, I. (2016). Why You Should Feel Awkward About the ‘Kony2012’ Video | TIME.com. [online] TIME.com. Available at: http://world.time.com/2012/03/08/why-you-should-feel-awkward-about-the-kony2012-video/ [Accessed 9 Oct. 2016].
  1. com. (2016). Garnier Men PowerLight A Village – The Shorty Awards. [online] Available at: http://shortyawards.com/6th/garnier-men-powerlight-a-village [Accessed 9 Oct. 2016].
  1. (2016). Garnier Men PowerLight A Village. [online] Available at: https://www.youtube.com/watch?v=WROsL8_jy44&list=PLSE6psEzCd92-Ou-RwegqMCKpda59w2Ox [Accessed 9 Oct. 2016].
  2. Lighthouse Insights. (2013). Garnier Men Lights Up Homes With ‘PowerLight A Village’. [online] Available at: http://lighthouseinsights.in/garnier-men-powerlight-a-village-social-media-campaign.html/ [Accessed 9 Oct. 2016].

Dairy Farmers vs Big Supermarkets: David vs Goliath?

Introduction

Journalism has become somewhat of a criticized practice over the last 20 years. More and more citizens have reluctance to trust these sources due to malnourished journalism practices; trust, accuracy and identity are the main risks (Newman, 2014). Presenting dishonest information, underhandedness in collecting stories and corporate political agendas have plagued what was once a respected industry. Media is not currently all disregarded, however, many people take developing news stories with a grain of salt. Especially now with the evolution of blog sites and webpages, large amounts of content can be published on the Internet, unrestricted, and without any form of gatekeeping (Bakker, Patterson, 2011). This evolving technology has led to a development where more and more of the public involve themselves online and this has created an opening for a new wave of journalism; advocacy journalism.

Advocacy vs Traditional Journalism

Journalism has started to experience an exciting trend. In a world where social media dominates as the primary centre for our news intake, many of the public are using this platform to easily globalise their opinions towards a variety of issues. The simplicity of sharing a blogpost to Facebook or Twitter is hard to overlook, and this has opened the door to new forms of advocacy journalism. Advocacy journalism in itself is not a new thing thing. Writers have been advocating since the early 19th century, when ‘Freedom’s Journal’ was published, America’s first African-American owned newspaper (Wisconsinhistory.org, [online]) Now with the evolution of many different technologies, people can have their stories promoted on a more global level. Non-for profit organizations like ‘Acumen’, a company aiming to change the stigma around tackling poverty, and ‘Amnesty International’, which aims to protect peoples human rights throughout the world, both have a large following and are consistently putting out information for the public through this journalism style. Not all forms of advocacy have positive outlooks on matters. We’ve seen the effects of this globalization through radical groups like ISIS, Boko-Haram and the infamous KKK. They use news and current affairs to relate their associated values throughout the group (Schumann, 2016). Charles Dana, a 19th century editor of The Sun, once said “News is something which interests a large part of the community and which has never been brought to their attention.” The same can also be said for advocacy, successful forms of this journalism can help bring like-minded people together, regardless of the positive or negative ramifications.

This style differs from traditional journalism in many slightly different ways. It does not differ as much in the technical ability, or structure in the writing itself, but rather in how the piece is framed towards a particular audience. Forms of advocacy journalism seem to approach news from a subjective viewpoint, whereas traditional journalism publishes news in an “objective” viewpoint- whether this is entirely true or not is another question. A common public concern of the media is that this objectivity is undermined by powerful political agendas. We’ve seen in the Murdoch Press how ideologies can be subtly enforced onto the public. Parry notes that “media owners historically have enforced their political views and other preferences by installing senior editors whose careers depend on delivering a news product that fits with the owner’s prejudices” (Parry,2003). Traditional sources tend to use more official or “elite” sources in their work, which ultimately grants advantages to the powerful. Advocacy journalism includes use of elite and ordinary sources, which is shown to increase the credibility of articles about risk issues.

Advocating for the struggling farmer

Personally, I believe advocacy journalism as representing the distribution of an idea or message to reach a larger audience. This idea does not have to necessarily be socially, environmentally, or politically related, but can have a more narrow focus of any present issue. For example, the idea could be advocating for less bowling restrictions in the sport of cricket, or for more women in male-dominated job occupations, like plumbing. The specific idea is not the important aspect, it’s how passionate you are about the issue which will determine how successful your campaign is.

In my case, an issue which could affect the livelihood of those I love and respect concerns the problem of the milk crisis in Australia. This is something I feel passionate about advocating for. Growing up on a dairy farm this is something I feel really strongly about, and something I am eager to pursue and research further. The current slashing of milk prices by large companies like Fonterra and Murray Goulburn has forced some farmers to take out loans to support their livelihood and sell numbers of their stock, the assets of their survival. These circumstances have arisen after Murray Goulburn announced it would cut the price paid for milk from $6 a kilogram of milk solids to $5 a kilogram retrospectively from 1st July 2015, ultimately costing each dairy farmer an average $120,000 a year.

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Dairy Farming is seemingly a diminishing industry in Australia. Setting aside the associated mental barriers of developing and maintaining a dairy farm, financially, it seems unfeasible to continue this occupation under the current state of affairs. Since the 1980’s, the amount of dairy farms in Australia has decreased from over 21,000, to a current amount of just over 6,000. This statistic looks shocking, however this is largely due to the deregulation of the dairy industry in Australia which occurred in 2000. The outcome of a deregulated market meant that processors paid less to farmers for their milk – causing a mass exodus of dairy farmers from the industry. The profit margin per litre was reduced dramatically. Those remaining were forced to increase cow numbers to maintain financial sustainability. Certainly the number of cattle per farm has increased, however this forced a shift in power towards those with larger farms, which in turn gives power back to the big corporations. Researchers studying industrialized farming are concerned with a distinct structural shift, whereby farms have become larger-scale, declined in farmer numbers, and integrated more directly into production and marketing relationships with processors through vertical or contractual integration (Drabenstott and Smith, 1996).

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My goal of this research is to keep educating the public on the current issues surrounding the dairy industry, and to inform them of the effects of buying cheapened, corporate replicas of dairy products, like Coles branded cheese, or Woolworths branded milk. According to a Dairy Australia spokesperson, “Branded milk puts more money into the supply chain. That gives the option for processors to pay marginally more to farmers (Choice Magazine, 2016). I understand that while this issue is fresh in the news, the public are supporting the local farmers at present. However, From a dairy farmer’s point of view, this is most refreshing as so often the paying public don’t look at the big picture but simply at the cost of their weekly food budget. The recent support for branded milk is likely to fade in the longer term as the temptation of cheap milk is constantly being promoted by the large corporation campaigns that may eventually win the numbers back.

Realistically the Coles and Woolworth campaigns are aimed at nothing more than numbers through the checkouts and in turn their profit margins. The dairy farmer struggling to survive in a marginal profit situation forced upon them by these corporations is of little consequence to them. The outcome of this campaign is to consistently publish content, to help reiterate the support for farmers back into social media discussions, and to promote people to fully exclude, if not moderate their purchases of corporate dairy products. This will be a huge battle ahead for the farmers, although didn’t David beat Goliath?

 

References:

Drabenstott, M. and T. R. Smith (1996). ‘‘The changing economy of the rural heartland’’. In Economic forces shaping the rural heartland (pp. 1–11). Kansas City, KS: Federal Reserve Bank.

Nic Newman, Future Media and Technology Controller, British Broadcasting Corp. (BBC) UK

The new frontiers of Journalism: Citizen participation in the united Kingdom and the Netherlands, Tom Bakker and Chris Patterson, Political Communication in Postmodern Democracy, 2011 pp 183-199

Wisconsinhistory.org. (2016). Freedom’s Journal, the First U.S. African-American Owned Newspaper | Wisconsin Historical Society. [online] Available at: http://www.wisconsinhistory.org/Content.aspx?dsNav=N:4294963828-4294963805&dsRecordDetails=R:CS4415 [Accessed 16 Aug. 2016].

Schumann, S. (2016). [online] Theconversation.com. Available at: http://theconversation.com/heres-how-radical-groups-like-islamic-state-use-social-media-to-attract-recruits-58014 [Accessed 23 Aug. 2016].

Parry, Robert. (2003). “Price of the ‘Liberal Media’ Myth.” Consortium News. Retrieved online from http://www.consortiumnews.com/2002/123102a.html. [Accessed 23 Aug. 2016].

https://www.choice.com.au/food-and-drink/dairy/milk/buying-guides/milk

 

Reminiscing about the evolution of Television

old-television-set-2-free-licenseTelevision is changing. It is in somewhat of a transition stage. Many are swapping TV’s for laptops and free-to-air shows for Netflix. This should not be feared however. Television has changed various amounts of times since its development, and it has never noticeably plateaued in popularity since its birth. Lets not dismiss the fact that we all have some great enjoyment watching television, and have memories that will stick with us all our life. How big have these changes been? What do the older generation consider a ‘television memory? Having a conversation with my father would take me one step closer to answering these questions.

Interviewing my Dad was very interesting. Coming from a family of dairy famers, and outdoor enthusiasts, the introduction of television changed the whole dynamic of my Dad’s life. It helped me gain insights into how the introduction of Television changed the childhood of many young children; an enthralling game of backyard footy exchanged for a seat in front of an old western film. I also used the information from the interview to compare and contrast aspects of television from the past era to this modern era. Many things are different between our childhood television habits. “I was 12 years old before I’d even seen television, and in those days it was black and white, but still so exciting. Prior to owning our own television we’d go to our grandparents and watch old westerns”, he says. All the shows I viewed would be in colour, his in black. He had 2 channels to choose from, I had over 10. Finally, his show of preference would be old westerns, whereas mine was The Simpsons.

Whilst on the phone interviewing my Father, the conversation reminded me very much of Abraham ‘Grampa’ Simpson; in particular, his ramblings. I’m sure many people experience much of the same every day when interacting with the older generation every day. Each of my Dad’s responses to a question would sway further and further away from the topic, until it had transcended into a conversation farfetched from the original topic. He recalls, “There was this kookaburra, that would sound when the programming was about to start. When we heard that we would rush towards the TV and sit down. It was in black and white, and there were only two channels, the ABC and a local station.” The conversation then evolves… “Now in those days you had an electrical salesman who would come out to your house and set it up, show you how to work it. Electrical and television repairs were a big part of the industry as well.” However, lots of the things he did mention really help to gain the context surrounding their TV habits. One aspect is hugely different from the current generation, now with over 20 free-to-air channels and hundreds more pay-tv channels, there is a vast array of content for viewers.

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“Are there any particular memories you have watching television?” I ask. His voice perks up, and his tone becomes brighter, as he reminisces about a past era. “It would definitely have to be the moon landing. That was a big moment for television. I remember being at school; there was no other schoolwork that day, they just set up all the rooms with TVs. This allowed all the kids to see this historical event and to be a part of history.” This was a moment in the conversation, which I became very engaged. This was a defining moment for television itself, and to be able to experience it sounded incredible for all kids involved. It struck a chord with me, and was really interesting. Despite all the technology in television progressing and evolving, this moment- even in televisions early stages- surpasses many television memories we have in today’s day and age. Having a packed room full of people eager to witness this event in the media surely would’ve added to the importance of this recollection.

Many underestimate the importance of television. It paved the way for a change in the way people view and interacts with the media and is still one of our most popular mediums. These brief conversations above, give a small glimpse of the joyful moments many people have experience in front of the “idiot box”.

Facebook posting: Social Suicide?

As I constantly prolong completing the university work I’m given, my procrastination leads me to Facebook. As adolescents, our biggest media space would be social media, in particular Facebook. We use this program to gather news, view upcoming events, and connect with friends. I deliriously scroll through my newsfeed. Time and time again, I witness meaningless posts: from uneducated political tirades, to irritable humor aimed at the older generation. Majority makes me grovel. It made me question the use of this media platform. Once an external source for a somewhat personal encounter with friends, Facebook is now a cluttered mix of advertising, political agendas and overused status hacks by friends.

It made me look at my personal Facebook use? Do I use it as a tool for connecting with friends, or a place to voice opinions that would warrant criticism if publicized in a social environment? Certainly there is a place for both on social media however I observed that many use it for either one or the other. I analyzed my own Facebook profile, and came to the conclusion that my use is completely for social purposes. I use it to interact with my friends, and as a media outlet to gather information. I never share anything, or rarely post any status update; which is very uncommon. Why? It’s social suicide. The sharing of a photo with a political agenda, or a status update regarding current affairs, can be displayed online for colleagues to pick and pull apart and whether or not they express their thoughts to you personally, they are judging you.via-status-facebook

In a world where the content on someone’s Facebook account reflects on him or her as a person, the social repercussions are huge. As Shaun Wilson explains, “All stories reflect the storyteller and where they’re at in their lives.” Whether or not someone enjoys my post or not, why risk the criticism?

Facebook has transitioned from a place to socially network to a powerful media space. Many use this space to publish their thoughts and ideas towards various issues in either their own lives, or in the environment around them. However, I, like many, do not like doing this; for my social safety. A popular Facebook account, gives you a popular social status, and by regularly posting, clogging peoples newsfeeds, you are diminishing those chances. These actions of mine towards how I use Facebook truly reflect how powerful I believe this website is as a media space. Powerful in both the impact and repercussions it has on many actions.

Have online music streaming services led to the profitability of the local music industry?

Due to an extensive increase in technological advances, there are infinite ways to view and create content. Formats like Netflix, Stan, and Hulu have allowed viewers to stream movies, TV shows, and kids programmes for competitive prices each month. In context of the music industry, free platforms such as Soundcloud, Pandora and Spotify give listeners the freedom to play albums, individual singles, and in some cases, a whole discography of a particular artist. This rapid increase in the number of people using online music streaming services has led to a decline in the sales of purchased content like CD’s, vinyls, and songs from the iTunes store. After careful research I concluded that this drop in the amount of units sold comes at a price for artists; an artist on Spotify with average to low popularity would only earn around $0.0011 US Dollars per play. I’m not implying that artists do not make money anymore or that customers don’t purchase music content anymore, but rather that artists’ royalties are being compromised for listeners’ convenience.spotify_featured

Spotify can certainly increase the online persona of an artist and develop popularity which can then lead to interest from buyers. However, I am interested to see how these services have affected the music industry in general. Is becoming an artist still a profitable occupation? Do artists have to tour more to make a living? Will low or high profitability see a rise or fall in the amount of content creation? Nonetheless, the primary question is, ‘Has online streaming services led to the profitability of the local music industry?’

To gain an understanding of the topic, I analysed Kaitlyn Paradise’s article on ‘Digital music streaming in the 21st century’, which investigates all things surrounding the boom of online streaming services. Paradise looks at the copyright laws, licensing acts and in particular looks at the effects these services have had on all personnel in the music industry. Despite presenting her article with no bias towards a particular view, Paradise makes some damning statements.

She comments “ …while the digital music market is booming, both data and time have revealed that the current system as it exists will not provide a sustainable future for creators of content or for technology companies.” (Paradise, 2014) This statement intrigued me, and invited me to find out for myself whether the future will in fact be sustainable for artists. Profitability is perhaps one of the most critical aspects in that sustainability.

In order to examine my proposed question, I will conduct research analysing other scholarly articles as well as explore various websites for statistics or other crucial information to support my arguments. My primary research, will be examining data collected from surveys on the topic. These surveys will be completed over a 3 week period, and will involve 4 age brackets; 18-30, 31-40, 41-50, 50+. All surveys will consist of 4 questions with a set of answers appropriate for the question. These will also have an optional comments section on every particular question so subjects can expand on the given responses.

The questions I will be asking in the survey are:

  • When was the last time you purchased music content, either a CD or Itunes? – This will give me an idea if people are still willing to pay for content, even after the recent surge of music streaming services.
  • Do you use online music streaming services like Spotify etc.?- A chance to see their preference of platforms when it comes to listening to music.
  • Would you be more inclined to purchase music, knowing the royalty rates for artists are much higher than that of online streaming sites? – This question will see how empathetic subjects are about the future profitability for artists.
  • Due to this increased popularity of online streaming sites, do you see a sustainable future of profitability for artists? – This question will allow me to gain important data.

I hope to educate myself and raise awareness to others, in this investigative project. Certainly, I already have a vague idea of how these new developments in music streaming have affected income for musicians, however this is only knowledge I have heard in the media, and have accepted as true. After examining research, I hope to reach a valid conclusion about this stimulating area of study.

 

References:

  1. Paradise, K, 2014, ‘Digital Music Streaming in the 21st Century: The Music Industry Becomes Radio-Active’

 

  1. http://www.fastcodesign.com/3048607/what-major-music-streaming-services-pay-artists-visualized

What’s Hidden? The rise of American Football in Australian Sporting Culture

Jarryd Hayne’s move to the NFL was a very closely observed move by the Australian public. Never had a rugby league player of such high profile made a move so drastic, to a football code, nearly non-existent on our shores. However, his move sparked an influx of Australian support for Hayne, his team the 49ers, and the NFL in general. The sharp contrast in rapid support undermined how rare the involvement in American Football was in Australia prior to this point.

 

It begs the question on why this sport wasn’t yet popular in Australia. One could use the ‘national sport’ phrase, concluding that it is an American based sport and will only be popular in North America. However, we’ve seen over history, many different sports taken away from their traditional countries and thrive in non-traditional sporting areas. There are many amateur competitions all around Australia for Gridiron, and as Hayne’s media attention rises; certainly you would expect the number of players populating these competitions to also increase.

 

Before Hayne’s move, there was a loose following for the NFL, with supporters watching a few games a year, and wearing their teams merchandise and supporter wear; some for fashion reasons only. The popularity of such related sports video games such as the franchise Madden, has also contributed to the football surge in the Australian market. Hayne’s move has also giving more recognition and media attention to the small number of other Aussies playing in the NFL also, who up until this point, has a small number of fans outside the U.S who new who they were.

 

The biggest confirmation as to the growth of the NFL will be to reassess in 2 or 3 years and see if there is that same passion that is circulating the Australian sporting community. Surely his presence in the American league will spark others to try and follow in his footsteps, and thus develop more attention for American football in Australia. Although, if Jarryd Hayne is not in the NFL in the coming future, will we still see recently converted 49ers fans supporting their team with loyalty, or will they succumb to jumping on the next newest trend in Australian sport?

Below is the link to my tweets, compiling my progress throughout the assessment, https://storify.com/garthburley/what-s-hidden