B-B-B-B-BONFIRE!

Case Study
Today in class we looked at a case study which I have previously mentioned in my earlier post which is this video:



It is a fan-made music video that was made by ex-Hurtwood students as part of their coursework for the A2 course. His names George:

It has gained 1.7 million views on YouTube, the student who made the video; has earned approximately $1,700 over 18 months from YouTube due to advertising partnership which looks a little like: 

 

It gets extremely irritating for viewers; especially if you can't even skip after a few seconds as thats not what you intended to watch but it does the artist and the person who put up the video nothing but good. 

The copyright of this song is owned by the record label named 'big beat' which is a subsidiary of warner music, one of the big three. THE BIG THREE ARE..... SONY, WARNER and biggest of all... UNIVERSAL.Together these labels are responsible for over 90% of global sales of music, which makes them like...

The record company that own the song are aware of the breech of copyright but the did not ask YouTube to take the video down (which you can do). They clearly feel that this grass roots activity is beneficial for them. 
This is an example of institution and audiences converging online and interacting in new way. In other words the label do not want to alienate or basically smack there hard core fans in the face who are the life and blood of the revenue as this would ultimatly loose them sales. The video helps to promote sales as there are links to iTunes and google play (a rip off of iTunes) in the description leading fans to buy the song. 
Sony featured this song in Breaking Bad; 

which has been said to be the highest rated series of all time. No money would have exchanged hand as this is a massive deal for the song to be played on a show like that- practically a dream come true. They achieve synergy by working together as the products cross-promote. This is another example of convergence in the online age where institutions are targeting audiences across multiple platforms.