KJB102 Assignment 3

KJB102 assessment 3

Introduction

Entertainment and music journalism, a media and communications field in which I hope to one day make a career, has recently undergone significant changes due to the rise of digital media and, as such, has significant and specific challenges associated with it. In order to develop professionally, it is important to both understand these issues and to consider ways in which they can be used to my advantage. What I see as three of the most important current issues include; building an original and professional style, becoming better at networking and interpersonal relations, and media convergence. Recognising the key personal and professional characteristics that will help me to effectively overcome these challenges will be critical to my development as a journalist in the modern era.

Building an original and approachable style

Concurrent to the rise of social media and user-generated content has grown the importance of bloggers and social media ‘influencers’; it is now relatively simple to become a freelance journalist, particularly in the music/entertainment field. Therefore, it is, now more than ever, extremely important to develop a ‘voice’ which is both unique and accessible. In itself, this is a form of personal branding, a process by which ‘individuals… differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leverage it across platforms with a consistent message and image to achieve a specific goal’ (Collins, 2012). The challenge associated with creating this unique style is, I believe, twofold; consistency and approachability. Firstly, I must be consistent in the views I offer, and, more importantly, whilst I should be distinct enough to get noticed, it is also important that I conform to the stylistic conventions of the genre.

CareerHMO, a popular online career-improvement platform defines consistency as important because ‘…how well we stick in people’s minds after we meet them, either online or in person. The key to maximizing our stickiness as professionals is to keep our personal brands as consistent as possible’ (Career HMO, 2015). This ‘consistency’ includes not just the image I want to convey, but the associated views and values; as I am interested in music journalism, it would be counter-active to post about political topics. I believe this poses a significant challenge, as consistency in any one area is difficult to maintain, especially due to the fact that social media has blurred the lines between ‘personal’ and ‘public’, making it more difficult to separate a professional identity from a personal identity. In order to overcome this issue, I believe it will be important to maintain two separate online presences, in the manner of many professional journalists; in this way, I would effectively be able to differentiate between personal and professional views, making it a lot easier to be consistent.

Similarly, the approachability of my style is very important. Jake Cleland, a journalist for Fasterlouder, the music division of popular Australian news website Junkee, writes that, ‘…while it’s undeniably true that holding onto your convictions should be a central concern for music critics, the value… placed on unique, distinct voices seems to contradict the reality of the current marketplace.’ (Cleland, 2013). Essentially, Cleland’s words acknowledge that, whilst it is important to still be personal and distinctive, it is also extremely important to not be too personal in style. Here, ‘personal’ refers to the idea that it is ‘you’ writing directly for the audience in the manner of a rant; whilst this approach previously brought success for individuals such as Lester Bangs and Robert Christgau, the contemporary magazines, such as Pitchfork, require writers to have a much more measured approach (Cleland, 2013). To bypass this challenge, it is therefore necessary that I incorporate into my ‘personal brand’ elements of traditional music journalism, and take care to be professional in style, rather than simply individual.

Overcoming shyness/reservedness

Noted psychologist Carl Jung pioneered the theory of extrovert/introvert personality types; of these, the ‘introvert’ can be defined as someone who ‘get[s]… energy from dealing with the ideas, pictures, memories, and reactions that are inside [their] head… [and] often prefers doing things alone…’ (Martin, 1997). Essentially, people with an introverted personality type are more generally reserved, and require stimulation from within, whereas extroverts look to other people and surroundings for stimulation. Currently, the media landscape appears to favour naturally outgoing and extroverted people, as this type of person seemingly makes a more entertaining interviewer, a key skill in the field of entertainment journalism. As I personally am an introvert, and can find social situations challenging, learning ways in which I can either overcome my reservedness, or use it to my advantage, will be of paramount importance. Although this is a challenge mainly applicable to interviewing, I believe that it also necessarily translates to all areas of media and communications.

In a 2012 article for Poynter, journalist Beth Winegarner writes that her natural shyness and reticence had originally held her back as a reporter, and, as a result, had found it necessary to ‘…develop… methods for tricking [her]self into [talking to strangers’ (Winegarner, 2012); evidently, as a professional journalist, she sees that it is necessary to overcome ‘shyness’, and the anxiety that stems from conversations with strangers. Of her ‘methods’, the most relevant is, I believe, research and preparation. Knowing background information on the subject will, according to Fred Zimmerman, a noted journalist for The Wall Street Journal, allow me to ‘theorize about what the person’s attitude is likely to be toward you and the subject you are asking about, … Based on this theorizing, develop a plan of attack that… might mesh with the person’s probable attitude and get through his or her probable defences’ (Columbia University, n.d.). Here, it can be seen that extensive, or even cursory, background research will allow the interviewer to be more comfortable in the situation, and overcome feelings of awkwardness. In short, one method for overcoming my own, albeit relatively mild, social anxiety will be to do always ensure that I am prepared and know what to expect, thus putting myself at ease and allowing me to competently carry out my job.

However, there are also ways in which I can use introversion to my advantage; Jen Retter, in an article entitled ‘How This Introvert Built a Successful Career as a Journalist’, detailed the ways in which a naturally reserved personality acted as an asset in her career as a journalist. One of the points that she makes is that her ‘… introverted observational skills allow [her] to change… approach, based on [the] interviewee’s temperament’ (Retter, 2013). Essentially, being an introvert, being naturally analytical of the behaviour of others, will allow me to pick up on the more subtle cues of an interviewee, and allow me to do a more thorough interview. This is supported by Columbia University’s ‘Four Principles of Journalism’, which states that a fundamental interviewing skill is asking ‘questions that are relevant to the source and that induce the source to talk’ (Columbia University, n.d.); being an introvert will actually benefit me in this respect, as I will be able to perceive the attitude of the interviewee, and therefore steer the interview in the correct direction. In all, although it is important to overcome social anxiety, I will also be able to use this perceived obstacle to my own advantage.

Media convergence

The rapid development of mobile technology, and the subsequent rise of social media, has forced the communications industry to radically change the way that content is delivered. Due to this expansion of platforms, in order to reach a sizeable audience segment, content must be delivered by combining a variety of different media; this is known as media convergence (Media Convergence, 2011). In regards to entertainment journalism, media convergence has been a mixed blessing; although digitisation and the internet has made material much more accessible, it is also largely free. Due to the fact that it is free, many media outlets now practice a further form of media convergence known as ‘native advertising’, where an advertisement is written in the style of a legitimate article. The reason that I believe media convergence will pose a significant challenge is because I will need to develop not only new-media friendly writing skills which will fit into the ‘buzzfeed culture’, but also the ability to smoothly integrate different forms of communications, in particular, advertisements.

The digitisation and convergence of media has spawned a slew of entertainment news websites, typified by Buzzfeed and Gawker, and the result has been for a stylistic shift towards shorter, simpler articles; listicles. Generally, listicles involve splicing facts with pop culture references, making for a quick and, often, entertaining read, the aim being to ‘condense any subject into a manageable number of discrete facts or at least factoids’ (Poole, 2013). A 2015 study by Microsoft Canada has shown that the amount of time that young people are spending online has decreased the average attention span to only 8 seconds (Richards, 2015); and, as digital media will only keep expanding, it will therefore be crucial to learn how to write in a form that will be both eye-catching and easily digestible. Actually writing in the form of a listicle is not too difficult, as they can be of relatively low-quality and still be effective (Robbins, 2015); but it is a different style to traditional journalism, which is what I believe will be challenging. I am confident, however, that I will be able to write in this style if it is necessary.

In addition, it is also highly likely that, as a young journalist in the entertainment industry, I will be required to write ‘advertorials’, another stylistic adjustment I must learn to employ effectively. An advertorial is, essentially, a convergence between advertising media and journalism; a piece of sponsored content made to look like an opinion piece (Shewan, 2014), the written form of native advertising. Given the rise of digital media, and the fact that it is now an expectation that consumers receive their news for no fee, I find it likely that I will, in the future, have to write an advertorial, or, at the very least, sponsored content. Advertorials have appeared in popular entertainment-news sites such as Gawker, and they are used by sponsors because the ‘click-through rates tend to be much higher than typical advertisements and engagement is usually much stronger’ (Shewan, 2014). The advertorial itself should have, according to Neville Medhora, an advertising blogger, ‘70% good content, and… 30% promotion’, without any points of ‘blatant advertising’ (Medhora, n.d.). Evidently, subtlety will be key when attempting to write a piece of sponsored content.

Conclusion

It can be seen that there are many different skills, both personal and professional, that I will need to develop in order to enter the entertainment journalism sphere. In brief, these include: consistency and approachability when developing a personal brand; preparing for and listening carefully when conducting an interview; and learning to write in new-media friendly styles such as listicles and advertorials. I believe that an effective and purposeful use of the above skills will enable me to find work in the changing field of entertainment journalism, and overcome many of the issues that have been raised by the digitisation of media.

 

 

 

Bibliography

-. (2011, December 12). What is Media Convergence ? Retrieved from Mediaconvergence.wordpress.com: https://mconvergence.wordpress.com/about/

Career HMO. (2015, June 15). Personal Branding 101: Consistency Is Key. Retrieved from Career HMO.com: http://careerhmo.com/personal-branding-101-consistency-is-key-by-joel-caney/

Cleland, J. (2013, September 2). The most important issue facing music journalism today. Retrieved from Junkee.com: http://fasterlouder.junkee.com/the-most-important-issue-facing-music-journalism-today/848997

Collins, B. (2012, June). The Importance of Personal Branding: Uses of Personal Branding for Career Development and Success . Retrieved from California Polytechnic State University: http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1048&context=joursp

Columbia University. (n.d., – -). Interviewing Principles. Retrieved from Columbia University: http://www.columbia.edu/itc/journalism/isaacs/edit/MencherIntv1.html

Martin, C. (1997, – -). Extraversion or Introversion. Retrieved from Myers-Briggs Foundation: http://www.myersbriggs.org/my-mbti-personality-type/mbti-basics/extraversion-or-introversion.htm

Medhora, N. (n.d., – -). Advertorials: How To Write Them & Why They’re Awesome. Retrieved from KopywritingKourse.com: http://kopywritingkourse.com/advertorials-how-to-write-them/

Poole, S. (2013, November 12). Top nine things you need to know about ‘listicles’. Retrieved from TheGuardian.com: https://www.theguardian.com/books/2013/nov/12/listicles-articles-written-lists-steven-poole

Retter, J. (2013, December 18). How This Introvert Built a Successful Career as a Journalist. Retrieved from Quiet Revolution.com: http://www.quietrev.com/how-this-introvert-built-a-successful-career-as-a-journalist/

Richards, A. (2015, May 18). MILLENNIALS’ ATTENTION SPANS ONE SECOND SHORTER THAN GOLDFISH. Retrieved from Infowars.com: http://www.infowars.com/millennials-attention-spans-one-second-shorter-than-goldfish/

Robbins, L. (2015, May 21). 5 Reasons Why the Listicle Is Here to Stay. Retrieved from LukeRobbins.me: https://lukerobbins.me/blog-posts/writing/5-reasons-why-the-listicle-is-here-to-stay/

Shewan, D. (2014, July 7). Native Advertising Examples: 5 of the Best (and Worst). Retrieved from WordStream.com: http://www.wordstream.com/blog/ws/2014/07/07/native-advertising-examples

Winegarner, B. (2012, April 23). 5 ways journalists can overcome shyness during interviews. Retrieved from Poynter Institue for Journalism: http://www.poynter.org/2012/5-ways-journalists-can-overcome-shyness-during-interviews/170873/

 

 

Assessment 2 – Secrets to Success

Due to the rapidly evolving media sphere, audiences are no longer looking for stock standard, run-of-the-mill media professionals. Due to this persistent need for something new, it is becoming difficult to attain a thriving career in this industry. Nonetheless, having a successful career in journalism, media and communication (JMC) is still achievable yet there are various key attributes that future and aspiring JMC professionals should possess. Creating an authentic personal brand, targeting a niche demographic and advocating change are all key ‘secrets’ to success demonstrated by figures such as Anna Wintour, Molly Meldrum and Anthony Fantano that are extremely valuable when first entering and building a career media.

 

In the vast and fast-paced media landscape, it can be easy to ‘copy’ the style of a successful media practitioner instead of creating a unique persona. Journalism professor Alfred Hermida recognises that “in the journalism of today, the personal brand is becoming increasingly central to the prospects of a young person starting out on a life of reporting” (Hermida, 2009). Creating an original personal brand is the key to becoming a prominent person in the media, rather than a part of a larger organisation. Anna Wintour, editor of American Vogue and the so-called ‘most influential woman in fashion’s’ brand of bob haircut and Chanel suit make her instantly identifiable both within the context of her magazine, and also the wider sphere, making her more than just another piece of the Vogue puzzle. Having a recognisable personal brand is also essential when innovating in media. Creating a façade and trying to impress all audiences constantly doesn’t create the professional authenticity which made Molly Meldrum a central figure in the Australian music world.  Molly Meldrum was able to boost the popularity of Countdown due to his ‘ums’ and ‘ahs’, famous cowboy hat and unpolished charm. Since he is easily recognisable and memorable, Meldrum’s innovation – “a term often used to broadly encompass anything new” (Holt 2016) – was successful.

Daniel Bliley, of the parking app Passport, states “you have to position yourself in unique ways in order to stand out from others… Everyone has that degree, but do they have a distinct personality? A unique personal and professional history that immediately stands out? Suddenly, you’re looking a lot better than a lot of people” (Saltzman 2015). In today’s constantly changing media landscape, personal branding is still relevant, maintained through the use of social media and online ‘voice’. Where the citizen journalist and YouTuber reign supreme, many media professionals blend and fade into the online world. Establishing a unique style of online communication as part of a personal brand helps to attract a niche and have people personally identify or connect in significant and loyal ways. Anthony Fantano, of music vlog The Needle Drop, is one such example. With nearly 650 000 subscribers on YouTube, Fantano is an internet success story, and through his unique editing, ‘voice’, and style of communication, he has been able to become a prominent figure in the landscape of entertainment journalism despite the rapid expansion of social media. Through an investigation of prominent media professionals, it is evident that the establishment and use of their own unique personal brand is a key factor in their success.

 

Another useful secret to success is to target a niche demographic, as providing content marketed towards a specific audience will help ensure a strong following. Market segmentation is an advertising theory which ‘suggests that the mass market consists of some number of relatively homogeneous groups, each with distinct needs and desires’  (Limitations, 2011). Although this theory is used primarily to market goods or services, it can be of great use in the context of building a career in media. The same process of identifying the wants and needs of a specific audience will allow someone, as a content provider, to become a ‘big fish in a small pond’ (Market Segmentation Study Guide, 2012). Examples of media professionals who have successfully used this tactic include both Anna Wintour and Molly Meldrum. In the months prior to Wintour taking the position as editor-in-chief of American Vogue, readership had begun to decline due to competition from Elle, a similar magazine. Upon becoming editor, Wintour began targeting a younger generation, making the magazine more ‘…fresh,… up to date, relevant and upbeat’ (Maier, 1994). Essentially, Wintour deliberately targeted a younger audience, and it was this change that effectively allowed Vogue to keep their edge over competitors. In this way, it can be seen that targeting a specific demographic, in this case ‘energetic, executive women’ (Biography.com Editors, n.d.), is an extremely useful ‘secret of success’.

Molly Meldrum similarly used the idea of tapping into a niche market when he pioneered Countdown, which specifically catered to middle-class Australian teenagers. Prior to 1974, the year in which Molly Meldrum created Countdown, there were various music television shows aimed at teenagers, the most notable competitor being Sound Unlimited. Sound Unlimited was much the same format as Countdown, featuring music videos and interviews with both national and international guests (Kruger, 2013); the crucial difference was the fact that Sound Unlimited aired on Saturday mornings at 9:00 a.m., whilst Countdown was aired on Sunday evenings (Nostalgia Central, 1998). This small difference allowed Countdown to become the more popular of the two shows; teenagers were more likely to watch a show at 6:00 p.m., rather than first thing in the morning. Once again, it is seen that an acute perceptiveness to the wants and needs of a specific segment of society is instrumental in consolidating success in media. Evidently, being able to both successfully target, and have an in-depth knowledge of, a certain audience is a media ‘secret of success’.

 

Many media practitioners have risen to prominence through developing their own brand and honing in on a niche market, yet being an initiator of change in the media is what has sustained their success. In a rapidly evolving media environment, the most lucrative media professionals are the ones that “are quick to read and act on signals of change” (Reeves and Deimler, 2011). The most obvious way in which to advocate this change is through the pioneering of different avenues to distribute content through. Molly Meldrum’s Countdown empire opened up a new opportunity for local talent to be broadcast to such a wide, national audience. This type of promotion of Australian acts on television was around but quite scarce at this time and Molly Meldrum’s further exploration of this area of the media set him up for years to come.

Anthony Fantano was also an advocate for change in the music industry yet in a different way to Meldrum. Although Fantano started out in radio, he utilised the growing prominence of YouTube to reinvent the way he reviewed music; he brought the art of the music review from a more traditional text format into a visual video format. The emerging popularity of YouTube content creators also using podcasts influenced Fantano’s decision to do the same, bringing music reviewing into yet another platform. In Anna Wintour’s case, being at the forefront of the fashion industry as well as being controversial in her approach to her work has kept her consistently relevant. Pippa Hallas from the Sydney Morning Herald said in an article about success in the business industry that “the most important thing we do as a company is stay relevant” (Hallas, 2015). Although the article was in regards to business, the same principles are demonstrated in the media as seen in Anna Wintour’s career. Through Vogue, Wintour has been a major player in influencing fashion trends as well as adapting to the growing digital market by creating an online platform for the magazine which has kept her and Vogue in the public eye. It is essential to note that being a successful media practitioner requires not only the ability to adapt to the changes happening in the industry but also being at the forefront of these changes. These professionals exemplify how being an advocate for change in the media is a key factor to achieve success in this industry.

 

When it comes to successfully establishing a prosperous career in the media industry, it is clear how important it is to have a keen eye for change as well as a sense of individuality all the while keeping a target market in mind. These three ‘secrets of success’ are an integral part in achieving a rewarding career in a constantly developing media landscape. As demonstrated by the practitioners mentioned previously, as well as countless other professionals, when these concepts are put in place they can significantly change the course of someone’s career and pave the way for huge success. Journalism, media and communication professionals have had to adapt to the fast-paced nature of the media industry and will have to continue to adapt as the field develops even further in the future.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Bibliography

 

Biography.com Editors. (n.d.). Anna Wintour Biography. Accessed April 23, 2016. http://www.biography.com/people/anna-wintour-214147#charity-and-personal-life

 

Hallas, P. 2015. Innovation Breeds Success. Accessed April 26, 2016. http://www.smh.com.au/small-business/entrepreneur/innovation-breeds-success-20150217-13gvsl.html

 

Hermida, Alfred. 2009. Journalism Students Need to Develop Their Personal Brand. Accessed April 26, 2016. http://mediashift.org/2009/08/journalism-students-need-to-develop-their-personal-brand231/

 

Holt, Simon. 2016. Introduction to innovation. Accessed April 26, 2016. https://blackboard.qut.edu.au/bbcswebdav/pid-6286136-dt-content-rid-5946462_1/courses/KJB102_16se1/Introduction%20to%20innovation.pdf

Kruger, D. (2013). Australian Music Media. Accessed April 23, 2016.  http://www.debbiekruger.com/broadcaster/ausmusicmedia.html#sound

 

Lynn, Michael. 2011. Segmenting and Targeting Your Market: Strategies

and Limitations. Accessed April 23, 2016.  http://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1238&context=articles

 

Madden, Michael. 2014. Anthony Fantano Wants to Turn You on. Accessed April 26,2016. http://consequenceofsound.net/2014/10/anthony-fantano-wants-to-turn-you-on/

 

Maier, Thomas. 1994. Newhouse: All the Glitter, Power, and Glory of America’s Richest Media Empire and the Secretive Man Behind it. New York: St. Martin’s Press.

 

Market Segmentation Study Guide. 2012. Niche Marketing. Accessed April 23, 2016.  http://www.segmentationstudyguide.com/understanding-target-markets/niche-marketing/

 

Nostalgia Central. 1998. Countdown. Accessed April 23, 2016.  http://nostalgiacentral.com/music/music-on-film-and-tv/countdown-2/

 

Reeves, Martin and Mark Deimler. 2011. “Adaptability: The New Competitive Advantage”. Accessed April 20, 2016. https://hbr.org/2011/07/adaptability-the-new-competitive-advantage

 

Saltzman, Barry S. 2015. Why Personal Branding Is Essential to Career Success. Accessed April 26, 2016. http://www.fastcompany.com/3048401/how-to-be-a-success-at-everything/why-personal-branding-is-essential-to-career-success

 

Young, Trevor. 2016. What aspiring thought leaders can learn from Molly Meldrum. Accessed April 26, 2016. http://www.trevoryoung.me/what-aspiring-thought-leaders-can-learn-from-molly-meldrum/

 

KJB102 Assignment 1 – Anthony Fantano Biography

Biography – Anthony Fantano

Due to the rapid expansion of social media, the landscape of entertainment journalism has vastly changed, giving rise to a new style of journalist, one who is able to manage multiple forms of media in a global context and interact within the public sphere. Anthony Fantano, who runs influential music blog The Needle Drop, is one such media professional. This document will aim to investigate and analyse some of the key features of Fantano’s success, including the way that he has been influenced by media convergence and globalisation, and his contributions towards the public sphere and the fourth estate. Anthony Fantano has successfully used a variety of communication mediums to reach a large audience, an idea which directly links to the transnationality of his appeal. A large portion of his success also lies in his interaction with his audience, and his contributions to the public sphere. The fourth estate, however, was found to be inapplicable in his case.

As the self-proclaimed ‘internet’s busiest music nerd’, Fantano initially began reviewing music in 2007 via public radio, moving to text reviews and, in 2009, video reviews uploaded to YouTube (Veronin, 2014). By late 2011, The Needle Drop had over 1500 subscribers, and Fantano was partnered with YouTube (Madden, 2014) (Jonze, 2011). It was in 2011 also that Fantano appeared on the SXSW panel on ‘The Rise of the Music Vlogger’ (Jonze, 2011). Currently, the YoutTube channel has almost 650 000 subscribers, and a website hosts additional podcast reviews (Fantano, 2016) (Fantano, 2015). As well as reviews, there are also ‘lists and thinkpiece-style videos’ (Madden, 2014). Stylistically, the reviews often involve short skits, and a defining feature of the videos is Fantano’s casual manner and rapport with the audience. The Needle Drop is still solely operated by Fantano, and based out of Connecticut.

A key aspect of Fantano’s success is his use of media convergence to reach as many different audiences as possible. Media convergence refers to the blurring of boundaries between different types of media (Turow, 2011, p. 190). Essentially, the idea of media convergence is that one brand or product can exist in multiple different forms, moving fluidly from what may originally be a print medium, as music reviews were in the past, into a video or audio format. The result or aim is to reach a larger audience (Turow, 2011, p. 190). An examination of Fantano’s utilisation of multiple mediums reveal the way in which media convergence, in his case the merging of music reviews into video and podcast form, has shaped his career for the better. Michael Madden, a contributor for the Consequence of Sound music blog, wrote in a 2014 article that there is a ‘stereotype that music reviewing is impersonal and boring’ (Madden, 2014). Fantano, however, due to his use of video to create a personal and conversational atmosphere, is able, in his own words, to ‘connect with the viewer on a personal level’ (Madden, 2014). What this shows is that, because of media convergence, Fantano is able to draw in more audiences, connect with people who may not necessarily read a music review. Similarly, the podcast and allows audiences a choice between different kinds of mediums, creating a mass appeal which is essential to a successful career in media. In this way, it can be seen that expansion between media have both allowed the rapport which defines Fantano’s success and the widening of an audience base. Likewise, globalisation has made an impact on the content and ways in which Fantano presents.

Globalisation can be defined as ‘a shift or transformation in the scale of human organization that links distant communities and expands the reach of power relations across the world’s regions and continents’ (as cited in (Flew, 2007, p. 67)). In other words, globalisation, in a mass communications context, is expanding media outlets in order to transcend geographical boundaries and reach a wider audience base. The impact of globalisation on Fantano is evident in not just the fact that he utilises internationally popular social network mediums, but in the content that he reviews. The fact that The Needle Drop began as a local radio show, but later moved to YouTube and began creating content solely for the internet reveals the positive impact of globalisation on Fantano’s career; it was only after the move to YouTube, an internationally available website, that he was able to reach the larger audience that enabled The Needle Drop to become a full-time enterprise (Madden, 2014). Similarly, the concept of globalisation is promoted by the fact that Fantano reviews albums from non-english speaking countries such as Japan, Columbia and Sweden, most notably placing both a Swedish and a Japanese album in the top 5 of his ‘top 50 albums of 2013’ list (Fantano, 2013). Actions such as this ensure that The Needle Drop becomes relevant in countries where English reviews are otherwise defunct, and show a surpassing of geographical borders. Evidently, Fantano has used aspects of globalisation in order to help reach a much wider audience, something which is integral to his success in the entertainment journalism field. Another way in which Fantano excels is in his communication within the public sphere.

The public sphere is the ‘realm of our social life in [which] something approaching public opinion can be formed’ (as cited in (Ubayasiri, 2006)). Basically, the public sphere is the metaphorical space in which the public draws the conclusions that form the basis for popular beliefs within a society. The internet has, in essence, created a global public sphere (Ubayasiri, 2006) and to this Anthony Fantano has contributed by interacting with, and responding to, his audience, and thus influencing the public opinion. As The Needle Drop has over 648 000 subscribers on YouTube, 128 000 followers on Twitter, 123 000 likes on Facebook and large followings on both Tumblr and Reddit (Fantano, 2016) (Fantano, 2016) (Fantano, 2016), it is clear that Fantano is able to sway opinion in that his ideas can reach a large audience. Fantano himself said in a 2014 interview that his videos can provoke extreme reactions in his viewers (Madden, 2014); this shows that, even if perhaps the scale is limited, Fantano has been successful in contributing to the public sphere in that he is able to cause discussion amongst others, and this discussion is an integral part of what will eventually become the publically held opinion of a certain band. In this way, it can be seen that Anthony Fantano has contributed to the workings of the public sphere.

The fourth estate is the term coined by English politician Edmund Burke in the early nineteenth century to refer to the press who reported on the court (Hampton, 2009, p. 3). Culturally, however, the fourth estate has come to mean the moral duty of the press to inform the public of abuses of power; notable examples include The Washington Post breaking the Watergate scandal, or the television show Four Corners exposing corruption under Queensland’s Bjelke-Petersen administration. As a music journalist, Fantano does not encounter situations which require informing the public of any deception within politics. The only ‘moral’ aspect of The Needle Drop is the fact that Fantano reviews small, independently produced albums as well as major-label releases (Madden, 2014) (Veronin, 2014). This variety shows that he has made a moral decision to promote an artist that is not well-known, that is not a name that is going to draw in the most amount of viewers. However, his actions come down to the idea of music reviewing as an agent for public discussion; a contribution towards the public sphere, rather than an example of the fourth estate. In this way, it can be seen that the fourth estate as a journalistic ideal is not applicable to Anthony Fantano, as the sole ‘moral’ decision that he must make is, in actual fact, a contribution to the public sphere.

As I am particularly interested in music journalism, Anthony Fantano poses an especially relevant case study in attributes that will appeal to the modern audience, who not only reads, but listens and watches as well. The way in which he has expanded over multiple media are of interest to me, as they show that, in this new media landscape, the best way to push ahead of competitors is to make full use of social media platforms. This, as it has been shown, leads to success in generating a wide audience. Correspondingly, his large social media presence also serves to show that it is not just content that is important, but also the idea of interaction with the audience. Evidently, in entertainment journalism it is important to maintain a personal, as well as professional, image, which Fantano has done with an extensive use of social media and, to a greater extent, establishing a ‘unique style’ of communication in his videos (Madden, 2014). Similarly, Fantano’s ability to handle globalisation via use of international content is also of use in a media career; as geographical boundaries are fast becoming irrelevant, it is imperative that content be sourced from multiple places in order to remain relevant in a global context. In all, an examination of Fantano’s key strengths reveal that, in the age of the internet, a media professional must move fluidly between mediums, draw source material from a global context and cultivate a widely accessible online image.

In all, Anthony Fantano has successfully utilised concepts such as media convergence and globalisation to his advantage, and this has allowed him to stay relevant in a highly technological world. He has made contributions to the public sphere, but does not contribute to the idea of journalism as the fourth estate due to the nature of his work as a music journalist. As a student of media and communications, a study of the elements which have made up his success are of great relevance and import.

Bibliography

Fantano, A., 2013. Top-50 Albums of 2013. [Online]
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