Synergy: The Glee Effect

1. Find out why the programme has had an effect on the music charts in the US and UK.

Glee is a musical/TV show that has highly appealed to viewers. Being a musical, the publishers have decided to extend their revenue stream by recording the music sang in the programme and placing it on the charts. Because of the show’s mass popularity, their soundtracks have also become very popular.

2. Find out who makes the programme and some of the record labels and artists whose songs are used. Why do you think labels are keen for their songs to be covered?

Glee is made by Ian Brennan, Ryan Murphy and Brad Falchuk. They used songs by Rhianna and Lady Gaga who are both signed to Universal Music Group. Beatles songs were also used and are signed to EMI.

3. Who do you think is the target audience for this series? How can you tell from the way the series is promoted and the focus on new technology?

The series’s target audience is the younger generation (approx 13-25). We can do by this because of the way it is promoted. Glee is often seen in magazines and as advertisements on television channels that are aimed at the younger audience such as E4 (where it is shown). It is also frequently seen in advertisements on music magazine websites and sites relating to the youth. Also, the story plot itself is based on highschool students which relates back to the viewer quite often. The advertisements for Glee is very often bright and vivid suggesting excitement and fun.

4. Why do you think it is important for record labels to focus attention on this particular audience at the moment?

The target audience at the moment is most likely to download music out of all other age groups. Since the show is already targeted at them, it is very important to keep them interested so they may download more so labels can make more money.

5. Using the show’s websites (you may find US as well as a UK website) list the ways in which the programme makers make it easy for audiences to:

a)      feel involved with the series and its music

b)      buy the music

a)      List of ways Glee makers make the audience feel involved with the series and its music:

• By having sections of information about the programme such as a synopsis, character information, cast information, music information, pictures section, video section and episode information.
• There is a section on the website listed as “Quizzes” which tests the knowledge of the fans of Glee.
• There is a section on the site where it links you to other Glee networks such as Facebook, Twitter and Youtube.
• They have also done competition to win Glee goodies.

b)      List of ways Glee makers make the audience want to buy the music:

• They cleverily suggest links to other Glee networks such as iTunes, merchandise at play.com, amazon and HMV.
• They also advertise clearly to users to buy the Glee DVD.

6. Find your way to the HMV ‘Glee zone’ – how is the store using the series to promote a range of products?
7. How does the programme benefit some artists and disadvantage others?

Glee can promote some songs to the point that audiences are often reminded by the song which gives them almost free promoting. However, artists maybe disadvantaged that the viewers may prefer the Glee version of the song than their original song itself.

8. Some industry insiders have said that programmes like Glee represent “the way forward for music promotion.” Why do you think this is? What implications does it have for the way in which record labels promote their artists?

9. Weigh up the pros and cons of this type of synergistic practice for the music industry and try to come to a conclusion about the ways in which it could move the industry forward or have a negative effect on artists and labels.