The document discusses the history and impact of Web 2.0 technologies like Napster, YouTube, Myspace, and Facebook on the music industry. It describes how Napster launched the era of digital music sharing but faced legal battles over copyright. YouTube and social media then became major platforms for distributing and promoting music. While record labels want control, artists have used blogs, videos and social networks for free promotion. The document considers how record labels can work with Web 2.0 to benefit all parties.

1. Wednesday 3rd
November
What is Web 2.0 and how important is it to the music industry?
L.O. To learn about Web 2.0 and assess it’s importance to the
music industry.
Can you work out what
Web 2.0 might be from
this word cloud?

2. L.O. To learn about Web 2.0 and assess it’s importance to the music industry.
What is Web 2.0?
• Watch this video and see if it gives you any
more clues.

3. L.O. To learn about Web 2.0 and assess it’s importance to the music industry.
What is Web 2.0?
What do you think
are the key Web
2.0 websites?

4. How did impact on the digital age?
• They created first peer-to-peer file sharing
software running between 1999 and 2001.
• Led to a legal battle against 18 year old Shawn
Fanning over copyright.
• At it’s peak it had 80 million users and 25 million
songs but never once crashed.
• It was popular as people felt they were entitled
access after buying the albums previously on
tape or vinyl and could make compilations burnt
onto CD easily.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

5. How did impact on the digital age?
• Heavy metal band Metallica discovered that a demo of their
song ‘I Disappear’ had been circulating across the network,
even before it was released. This eventually led to the song
being played on several radio stations across America and
brought to Metallica’s attention that their entire back
catalogue of studio material was also available. The band
responded in 2000 by filing a lawsuit against Napster.
• A month later, rapper and producer Dr. Dre, who shared a
lawyer and legal firm with Metallica, filed a similar lawsuit
after Napster wouldn't remove his works from their service.
• Napster was forced to close down in 2001 after a group of
record labels in America sued them for breach of copyright.
• This highlighted several issues – how to protect music
copyright and in the digital age and the tension between
the rebellious content of music and the corporate context in
which it is sold.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

6. The debate continues...
• Artists such as Radiohead (UK) and Dispatch
(USA) support Napster as having been a vital
tool in promoting their music.
• Record companies want to control artists’
music until it is officially released.
• One way to marry these factors is through free
downloads on official sites or teaming up with
music distributors such as iTunes.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

7. How has impacted on the digital age?
• Begun in 2005 by former PayPal employees.
• Most successful video upload, viewing and
sharing site.
• Google bought it in 2006 for $1.65 billion.
• First video was called
‘Me at the Zoo’ and features one
of the founders: Jawed Karim.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

8. How has impacted on the digital age?
• In July 2006 the company announced that more than 65,000
new videos were being uploaded every day, and that the
site was receiving 100 million video views per day.
• YouTube is the dominant provider of online video in the
United States, with a market share of 43% and more than 14
billion videos viewed in May 2010.
• YouTube says that 24 hours of new videos are uploaded to
the site every minute, and that around three quarters of the
material comes from outside the United States.
• It is estimated that in 2007 YouTube consumed as much
bandwidth as the entire Internet in 2000.
• In 2007 it started to come to deals about music royalties –
currently they pay between $2-5 for each 1,000 plays and 10
cents for every advertisement that’s clicked on that page.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

9. How has impacted on the digital age?
• Myspace was the first major social networking site.
• It’s owned by News Corporation.
• Myspace became the most popular social networking site in the
United States in June 2006 and launches a UK version to ‘tap into
the UK music scene’.
• The 100 millionth account was created on 9th
August 2006 in the
Netherlands.
• By late 2007, Myspace was considered the leading social
networking site, and consistently beat out main competitor
Facebook in traffic. However, when Facebook launched new
features in an effort to attract a variety of users, Myspace found
itself in a continuing decline of membership until Myspace was
overtaken internationally by Facebook in April 2008.
• As of July 2010, the site was ranked 25th in Internet traffic,
opposed to the 2nd position held by Facebook.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

10. How has impacted on the digital age?
• Social network site launched in 2004.
• As of July 2010 Facebook had 500 million users –
most used worldwide, with MySpace coming
second.
• More people visited Facebook than Google for
the week ending March 13, 2010
• It’s success lies in it’s instinctive user interface
and how it adapts and adds features over time.
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

11. These are obviously all very powerful tools –
how is Web 2.0 being used in the music
industry?
• Production
• Marketing
• Distribution
• Consumption
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.

12. How is Web 2.0 used in the music industry?
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.
Tinie Tempah had released 2 singles and raised
£800 to make a video, which was then played on
MTV before he was signed.
He had set up Disturbing London Records
already which still owns the rights to his music.
He had a very popular blog – milkandtwosugars.
In these times of Web 2.0, it’s important to
create some hysteria around yourself before a
record label will take notice.

13. Why do they have a love/hate relationship
with Web 2.0?
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.
LOVE HATE

14. How can record labels work with Web 2.0 so
that everyone gains?
Read the following articles and identify their
approaches:
• YouTube and Madonna article
• Future of industry article
What other approaches can you think of?
L.O. To learn about Web 2.0 and assess it’s importance to the music industry.