Synergy and its web of lyrical deceit
Synergy is an important strategy as it facilitates, with its flexible style of maximizing commercial influence while segmenting creative variety, the growth of an industry that is already populous in nature. Synergy is a subtle and passive approach to “world domination” and globalization. It is a strategy that allows conglomerates to be multi-faceted in supply with the advantage of funneling resources back into the company. By spreading the risks through synergy, large corporations as well as indie labels, lower overall operational costs. Therefore, a higher profit margin as well as a more controlled contribution to media consumption is witnessed.
Globalization is an extension of synergy, and it could be termed as modern colonialism. According to UNESCO, there are four principle features of globalization :
1. Integration of world markets into national economies
2. Transition of “high volume economy” to “high value economy”
3. End of struggle between socialism and capitalism
4. Configuration on new trade blocs
However, globalization also causes an undesirable homogenization of cultures, leaning towards the Anglo-centric as English becomes the preferred language between the multinationals and the local businesses. The problem with the dominance of “anglo-american” music is that as other languages are pushed out due to the monopolization of conglomerates, a disrespectful disregard of the Other displaces traditional cultures.
Entertainment corporations seek to maximize copyright revenue by applying intellectual property laws to the use, reproduction and performance of recordings to the virtual world and undeveloped markets. Interestingly, a backlash from recognized musicians such as Radiohead is a perfect example of micro-synergy meets anti-establishment. Without alienating its fan base or snubbing MTV, Radiohead successfully launched an album online and communicates almost directly with its listeners, doing away with the management of a record company. Other bands such as Metallica are following suit .
While decentralization is crucial in ensuring an organic journey of the music industry, it ultimately lowers financial risks for businesses. The multilayered web of majors and minors reflects on the homogenized heterogeneity of globalization. Radiohead was able to pull off their independent launch online because the band gained previous exposure through EMI/Capitol. This shift to online ‘independence’ would surely mean that the majors would come sniffing around very soon, if they have not already.
