1990s+
o The popularity and use of the internet leading to new music marketing methods and more viewed videos on demand
        - Social networking sites such as ‘YouTube’ have channels for artists and their companies in which they can upload their music videos to be accessed by all at any time and any place (VEVO, SMEnt. Etc.), creating opportunities for convergence for further interacting
o Growth of genre-based channels and music channels
        - 4Music, Sky Music Channels
        - The increasing interest in the commercial potential of music production
o Increase in number of companies setting up channels as spin-offs from other products (e.g. Smash Hits)
o Black music broke into the market (50Cent, Tinie Tempah, many rap artists)
o New hybrid genres: dance pop, teen pop, indie, dubstep, urban etc.
o Controversy – sex, violence, drugs, bad driving etc.
        - Lady Gaga’s videos – statement, bold and daring. Pushing boundaries and testing the public’s limitations about specific issues and topics
o MP3 files and digital downloads changed the music industry with an increase in piracy but also a decrease in prices of music
o DVD releases of music videos with the albums and of concerts – increase in merchandise
o The trend keeps changing as artists are pressured to keep reinventing themselves to ensure higher stakes in the music market