Background, industries and the impact of the internet
1) How have our music listening habits changed since 1960?
Our music habits have changed drastically since the 1960s as we now have e a wider range of genres including: RnB, Grime, Pop, Techno. Indie, Urban Rap. These are all genres that are listened to amongst majority of the youth culture as well as older culture in today's generation.
2) When did Apple Beats 1 Radio launch and what is it?
Beats 1 launched in 2015 and is a free live streaming global 'always on' radio station. It tries to work across different genres but often focuses on indie and rap music. Apple Beats 1 includes 3 top DJs of the music industry who try to emerge future developments in the media and provides an opportunity to study issues linked to ownership, globalisation and convergence amongst the youth.
3) What is the difference between Beats 1 Radio, iTunes and Apple Music?
iTunes is all about media ownership, functioning as both a virtual record store and an efficient digital library for music and other media (movies, TV shows, etc) that you own personally. The software comes pre-installed on all Apple devices, and is available as a free download for non-Apple PCs and mobile devices. iTunes doesn’t require a subscription fee to use. Beats 1 Radio is an internet-based global radio station. Apple Music is all about streaming. You pay a flat fee to unlock access to Apple Music’s entire catalogue, but you don’t actually own the music you listen to.
4) Why was Apple so keen to enter the online music world and compete with Spotify, Deezer and Amazon Music (and others)?
By entering the online music world, they could link their streaming site to iTunes and help boost sales (revenue).
5) Why did Apple choose the three selected DJs for launch?
The DJ's have established audiences and are popular with listeners. They are also quite diverse (New Zealand, New York, Nigerian descent). Julie Adenuga has a lot of contacts in the grime industry.
6) How does the use of DJs differ from Spotify, Amazon Music and other streaming services?
The use of DJs allow audiences to form bonds with presenters and make the show seem less formal. It is the only streaming service with DJs, making it similar to more traditional radio shows.
7) How does the content of the Julia Adenuga show differ from Radio 1?
Julie Adenuga focuses on solely providing entertainment and music whereas other radio stations also provide news, weather, travel updates etc... Beats focuses on providing entertainment and would therefore be more suitable for younger audiences.
8) Why does Beats 1 radio give Apple the power to make or break new artists? Is this a good thing or a bad thing for the music industry?
Apple controls the music we hear on their station, which influences the music we are led to buy on iTunes. They can choose to play several songs of one artist or scarcely play another. This is bad as successful artists that have the resources to form partnerships with Apple will benefit the most(e.g.Taylor Swift). However, this could be positive as smaller artists can gain exposure.
9) Read the BBC feature on the launch of Apple Beats 1 Radio. Did the industry experts think it would be a success? Why?
Many experts assumed it would be successful but it would be competition for streaming sites rather than radio stations as it was linked to Apple music. As it was produced by a huge conglomerate, many experts were certain it would be a success.
10) Give arguments for and against the idea that Beats 1 will be a threat to traditional media industries (e.g. radio stations, record shops, online music retailers etc.)
Beats 1 is owned by Apple, a very powerful/wealthy company which is at the forefront of technological advances; it is also very popular with young people. As a result of this, many people are likely to listen to Beats 1, forcing other industries to adapt and change. On the other hand, there are already many different forms of listening to music, each suited to different needs (e.g. radio when driving), that offer a more diverse range of music as beats 1 usually plays a set genre. Additionally, it requires a subscription fee which may deter some consumers.
Audience
1) Who is the target audience for Beats1 and Julia Adenuga in particular? Refer to demographics and psychographics.
Beats 1 is targeted at young working/middle class people, mainly mainstreamers
.2) Why do people listen to Beats1? Which aspects of Blumler and Katz’s Uses and Gratifications theory relate to Beats 1 and its audience?
Personal relationships-audiences can form bonds with the DJs
Diversion-relaxing/entertainment
Surveillance-information on new music/artists.
3) Can the audience actively interact with the Apple Beats 1 Radio or are they passive when listening? How? Give examples.
Their audience is encouraged to be active as they can engage with the station via social media platforms although their following is relatively small compared to other accounts, suggesting the audiences can be quite passive. They can also buy the music being played and request songs
.
4) Is Apple Beats 1 aimed at a mass or niche audience? How does this differ to BBC Radio 1?
It's a niche station as it has specialised DJs and plays mainly hip hop music. Contrastingly, BBC Radio 1 is aimed at a mainstream audience as it plays pop music for a wide audience.
5) Do you think Apple Beats 1 radio will be popular with young audiences or are streaming services the future of audio-based media?
Although I think it will be successful in terms of competing with other radio stations, overall I think younger audiences are more likely to use apps such as spotify or apple music as it is more personalised and convenient (music can be played wherever through phones).
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