YOUTUBE

o The chance for videos to become viral is what makes the YouTube Empire so big and powerful. The synergy of social networking sites such as YouTube and Facebook has greatly impacted the music industry, with many videos whether music related or not to be spread and embedded. Facebook being the king of social networking sites has a huge 845 million monthly active users from all over the world and the two united constantly increases the traffic to both sites.

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o The convergence of mass media and platforms also allow a greater amount of people to access the site with portable devices such as mobile phones and tablets. All this combined is what helps to make videos become viral and gives the opportunities for artists to be scouted. This also threatens the monopoly of power of the Big 4 (Sony Music Group, Warner Music Group, Universal Music Group and the EMI Group) by cutting out the need to use companies for certain processes such as distribution. This could lead to a shattering impact to these conglomerates as they would no longer have the ability and power to control the industry, thus slowly ceasing their work.