Discuss the issues raised by increasing globalisation of media institutions and their ability to target national (expecially British) audiences.

Discuss the issues raised by increasing globalisation of media institutions and their ability to target national (expecially British) audiences.

Increasing globalistation has lead to multinational record labels like UMG being able to reach a mass market, including Britain. 


To enhance the wide market that UMG attract, they use subsidiaries like Island Records, which seperate the audiences and allows their artists to become more focussed on their set target audience. Smaller labels however don't have this ability to create subsidiaries to make them more global, so labels like Domino usually just focus on the location which they are based, in Domino's case, Britain.

Artists signed to Domino are then at a disadvantage to artists at UMG as they don't their record label doesn't have as many global connections, so limit the amount of growth the artists can do.  Because of their smaller size, it usually means that a smaller label like Domino have fewer connections with large global conglomerates, for example film and tv producers, where music from artists on their label could be used synergisticly to promote their music. Whereas UMG do have these connections, as they are already part of a conglomerate, they have easy access to other parts of the company where synergy is used effectively.


However, an artist signed to a larger label like UMG, may find that their label are not targeting a specific enough audience, or that they're not focusing enough on the location of the audience in which they feel their music would be most appreciated. This could damage the artist's sales and audience loyalty as some audiences could begin to feel slightly neglected from the artist if they're too busy focusing elsewhere in the world.