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Explore the Impact of Digital Technologies on Your Selected Industry

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Explore the impact of digital technologies on your selected industry

Digital technologies have had an impact on modern day society in every media industry but has developed overtime to allow artists to promote, market and sell their products by interacting with fans, offering their music instantly and allowing anyone to listen to them. My chosen industry is the music industry and my chosen celebrities are “Take That”, “Kylie Minogue’s” and “The Beatles”.

Kylie Minogue is a prime example of how digital technology has boosted her career by making her more well known. Kylie has 1.9million followers on twitter a social networking site that allowed her fan to respond and read her tweets sometimes she even replies to her fans this gives them gratification because she inspires them.  Kylie Minogue has recently got a spot on a popular TV show called “The Voice” the voice allows her to gain a new fan base and to prove herself that she can also be a great coach as well as a pop star. The voice has allowed digital technology to promote Kylie to a wider audience, by using the “Male Gaze” theory Kylies innocent and beautiful character has allowed for a male audience to draw attention to Kylie and take an interest in the show. Kylie Minogue is an Australian singer, recording artist, songwriter and actress, working and living in London. After beginning her career as a child actress on Australian television, she achieved recognition through her role in the television soap opera Neighbors, before beginning her career as a recording artist in 1987. Kylie Minogue has achieved many worldwide record sales of more than 70 million. Minogue performed "I Got You Babe" as a duet with the actor John Waters, and "The Loco-Motion" as an encore, and was subsequently signed to a recording contract with Mushroom Records in 1987. Her first single, "The Loco-Motion", spent seven weeks at number one on the Australian singles charts and it became the country's highest-selling single in the 1980s. ITunes, YouTube and Spotify have all worked to Kylie Minogue’s advantage allowing people to download and listen to her music through the Internet. Her music video “I should be so lucky” can now be viewed through YouTube and iTunes, which shows digital technology, is promoting her music and products. Using Andrew Goodwin’s theory of music videos in Kylie Minogue’s I should be so lucky shows the genre conventions of a young pop star. There is a direct relationship between the music and narrative development while Kylie is frequently seen wearing pure and innocent clothing. Digital technology was a huge advantage to Kylie Minogue as it allowed for a great delevelopment in her music videos. In her video “cant get you outta my head” its shows how digital technology allowed for a huge change and development in her music videos. Cant get you outta my head shows how technology has developed and the futuristic image for Kylie and shows her fans how she has developed as an artist from being sweet and innocent kylie, to cheeky and intimate kylie. There is also an app available for mobile devices called “Kylie Minogue News app” which allows for her fans to stay updated with what she’s doing. She has over 2million likes on her Facebook page, which is available on portable devices. Kylie is seen as one of the most powerful celebrities in Millward Brown’s first ever-Australian Cebra (celebrity-brand) study. According to the Cebra study, three main personality types can identify Australia’s most popular celebrities: outgoing and spontaneous ‘lovers of life’.

The Beatles were an English pop/rock band that formed in Liverpool, in 1960. With John Lennon, Paul McCartney, George Harrison, and Ringo Starr, they became widely regarded as the greatest and most influential act. Their enormous popularity first emerged as "Beatlemania", but as their songwriting grew in sophistication they came to be perceived as an embodiment of the ideals shared by the era's sociocultural revolutions.

Starting in 1960, the Beatles built their reputation-playing clubs in Liverpool and Hamburg over a three-year period. Manager Brian Epstein molded them into a professional act and producer George Martin enhanced their musical potential. They gained popularity in the United Kingdom after their first hit, "Love Me Do", in late 1962.

The Beatles didn’t really have the chance to use the digital technology that we have today in this modern day society, but they still became a huge well-known band with what they had. The Beatles sweep through the great US cities drawing tens of thousands of people. They only had chance to do no more than half hour concerts due to screaming fans and not being able to hear them properly due to a lack of digital technology. The development of their film “A hard days night” allowed for people to get to know the band and to promote themselves as individuals. Digital technology allowed for adverts and guaranteed them a star stays in the cinema. They were the first ever band to play a baseball stadium.  Through their career you can hear the advantages that digital technology allowed for the Beatles because their digital recording equipment allowed for better sound quality, even though they still become famous with their mono-sounding music before their albums were remastered and released digital. The Beatles started their own company Apple Corps with five creative divisions, records, film etc.

Digital technology is still promoting The Beatles the website allows for fans and a new fan base to visit their work and experiences, and to see their time as a band together. It allows for people to view their interactive time line through portable devices and gives young people the chance to see who The Beatles are.  The Beatles also have their own websites, which promotes their products and their social networking sites. YouTube and ITunes have allowed The Beatles the chance to remaster their tracks to give them the better quality that modern day society expects. Twitter and Facebook have also allowed The Beatles to gain a wider fan base with over 2.11million followers on twitter and over 39million likes of Facebook it shows the huge fan base the Beatles have gained due to digital technology and how they are still gaining new followers and a wider fan base due to digital technology. In the end The Beatles still represented the twentieth century’s greatest romance.



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